How Tobacco Advertising “Sneaks Into” Primary Schools

Recently, some media reported that certain tobacco companies have found loopholes in existing advertising regulations to promote their products in unexpected places: on toys and even in primary schools. The WHO representative in China stated that a comprehensive ban on tobacco advertising could address this workaround.

Tobacco advertising "entering primary schools" does not mean that some tobacco companies blatantly place ads in educational settings, but rather they do so through indirect means. For example, by donating educational supplies with the tobacco company's name or promotional slogans printed on them. It is reported that there are still over a dozen primary schools in China named after tobacco companies.

This practice poses significant harm. An authoritative medical journal once published an article stating that experts observed two groups of teenagers, one group liked watching F1 racing, while the other did not. Years later, 17% of the teenagers who frequently watched F1 racing became smokers, compared to just 1% of those who did not watch it. F1 racing is a sponsorship target for tobacco companies. The indirect tobacco advertising's influence on teenagers is evident.

Why does tobacco advertising "sneak into" primary schools? In some relatively impoverished areas, local governments may lack financial resources and educational facilities are relatively backward. In the short term, they may allow these "smoking-related" donations to enter schools. For local governments and educational departments, this may even become a performance achievement. However, the potential negative impact on children may not receive as much attention from relevant departments.

The infiltration of tobacco advertising into primary schools has already attracted the attention of national authorities. In January of this year, the Ministry of Education issued a notice clearly prohibiting smoking in primary and secondary schools and kindergartens, stating that schools should not set up smoking areas, display smoking devices, or have tobacco advertisements or schools named after tobacco brands. School canteens are not allowed to sell tobacco products. School principals are the primary responsible persons for the school's smoking ban and must not only lead by example but also strengthen school governance and improve smoking ban measures. Now that the media has exposed the issue of tobacco advertising entering campuses, does it imply that regulations are not being enforced effectively?

To completely sever the relationship between tobacco and schools, the education department must take responsibility.