Jump to full article: EurekAlert, 2009-01-29
Intro: Tobacco marketing in South Korea has been deliberately aimed at girls and young women. Research published in the open access journal Globalization and Health has shown that transnational tobacco companies (TTCs) are using tactics long used with devastating effect in Western countries to snare new female smokers in Asia.
Kelley Lee from the London School of Hygiene & Tropical Medicine led a team of researchers who studied internal documents from the tobacco industry that reveal the scheme to seduce a generation of girls. She said, "Since the opening of the South Korean tobacco market in the late 1980s, females have been targeted by TTCs as an important source of future market growth and profitability. The rise in smoking rates among females within certain age groups since the late 1980s suggests that these efforts have been successful".
The tactics used recall advertising campaigns carried out in the United States and Europe since the 1920s that link smoking with feminism and the liberation of women.
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