South Korea: ‘KT&G Sangsang Univ.’ employs education for marketing

The Korean tobacco company, KT&G, has developed a clever way to use "educational programs" as a way to get around South Korea's restrictions on cigarette marketing.  The courses both improve the company's image (in itself important, since young adults who do not like or trust tobacco companies are less likely to smoke and, if they do, are more likely to be planning to quit [evidence 1, evidence 2]) as well as to promote its brands as examples of desirable brand imagery in its marketing courses.  This case both illustrates the way that "corporate social responsibility" is part of marketing and the importance of the need for aggressive enforcement of marketing restrictions.

Read the full paper, just published in Tobacco Control by clicking here.