Marketing the unmentionables - Effectiveness of advertising censorship and social dilemma.

Imagine marketing products that are considered socially unacceptable, embarrassing and offensive? I am talking about products that expose fault lines between cultural sensitivities/social responsibilities and our WANTS. Let us examine few products/industries. For example:

1. Tobacco/Alcoholic beverages
2. Gambling: Sports betting/Casino
3. Fire Arms

If you notice, these products don’t satisfy our NEEDS. They satisfy our WANTS. Most traditional or online publications observe self-censorship on advertising these products. The premise is that exposing these products via mass media might negatively influence people, especially young adults or kids. But the above industries contribute billions of dollars in taxes to the Government. Hence, companies are allowed to sell through retail stores but can’t mass advertise. There are inherent contradictions here. For example:

1. TOBACCO smoking is injurious to health. It gives pleasure. It is addictive and intoxicating. Globally, it is over $600 billion industry. In the past decade or two, we’ve witnessed cigarette advertisements rapidly disappearing from billboards and print ads. But did it help? According to the BBC Report “Smoker numbers edge close to one billion. Number of smokers is growing. In 2012, 967 million people smoked every day compared with 721 million in 1980, data from 187 countries shows.” In 2014, nearly 264 billion cigarettes were sold in the United States alone.

 2. FIREARMS can be seen on numerous TV channels as a part of the programs that are dedicated for hunting sports. If a bullet from hunting rifle can kill a wild boar or a harmless deer, it can certainly kill a human. However, you can easily buy a hunting rifle or gun at the BassPro Shop. Moreover, the Second Amendment in the United States Constitution protects the right of the people to keep and bear arms. However, most media in the US won’t/can’t advertise fire arms.

 3. GAMBLING is perhaps one of the oldest games known to mankind. The reference of gambling goes back to 2nd or 3rd century in India when the epic Mahabharata took place. In the modern world, lottery tickets can be advertised and openly sold online or via kiosks in malls or at the convenience store. Not only private companies but also provincial government run the lottery business. However, advertising of land-based or online casinos is not allowed. Las Vegas - one of the most favorite tourist destinations in America is known for opulent Casinos. Gambling, Sex (and Sin) is acceptable but advertising isn’t.

According to a 2013 report in Businesswire, the global online gambling industry is one of the biggest and most rapidly expanding markets at the moment with a net worth of $30 billion. About 51% of the world's population takes part in some form of gambling every year. If this report is to be believed, it is a HUGE number. Still, no traditional or digital publication will take gambling advertisement. They might consider it to be a part of “Corporate Social Responsibility or Obligation”.

 The intent of this article is not to take a moral high ground of supporting advertising ban or voice an opinion against it but to uncover our own prejudices or different standards as individuals and professionals. Allow me to explain:

1. Smoking kills…gradually. So is eating ice cream, red meat and sugar…if consumed in excess. It leads to high cholesterol, obesity and diabetes. It can be argued that active ingredient (a.i.) in ice cream is far low in proportion and is less dangerous than an a.i. in Tobacco. BUT, then consuming anything in moderation lowers the risk. Visit any ad agency or media house today – you can find numerous people who smoke and drink. Lot of law makers also smoke and drink.Those who ban are the ones who use.

2. It can be argued that gambling could lead to financial mess and broken families. So does drinking or even investing in a stock market. Agreed, gambling is RISKY. But so is starting a new business. Each year thousands of people die or are critically injured as a direct result of outdoor sports – mountain biking, rock climbing, skiing, car racing, etc. Haven’t heard about people dying due to gambling.

3. Possession of a firearm can lead to homicide. But it is used more for committing suicides in the US. More people are killed in car accidents each year than by a firearm. Check this out. If someone is determined to kill someone else, he/she will use any weapon or means available to him/her. If the infowars.com site is to be believed, knives kill 5 times more people last year than rifles.

I don’t smoke because I don’t like it. I don’t find it appealing. However, for the past 30+ years I have seen people smoking…almost every day. I have seen cigarette commercials in the 70s and 80s when growing up. But the AWARENESS on CONSEQUENCES of smoking was always more dominant than the LURE of compelling advertisements. Same applies to gambling or drinking. Hence sometimes I question the logic of advertising censorship and its effectiveness so far. So long as people are advised to play, drink or smoke responsibly and are aware on the consequences of excesses, it might be more effective. OR if these products/industries are so HARMFUL, then close the industry and introduce stringent mechanism to stop making these product available. BUT that is not possible. We all know.

Let’s accept it; we can’t stop mankind from doing something that they like doing for centuries. The more we try to curb, the more we make people curious and wanting for it. Perhaps the choice should be left to individuals. HOWEVER, increasing awareness on consequences will help people make prudent choices.

Banning advertising of UNMENTIONABLES is like saying “You are allowed to open a shop but not allowed to find customers”. Right?