Tobacco firms’ F1 sponsorship ‘may drive addiction in young’

Tobacco industry sponsorship in Formula 1 is allegedly at risk of “driving addiction” of nicotine and cigarettes in a new generation of young fans, according to a report by a network of academic and public health organisations.
The report by Stop (Stopping Tobacco Organisations and Products) claims that F1’s attempts to attract a younger global audience aligns with the objectives of British American Tobacco and Philip Morris International (PMI).
F1, which was acquired by Liberty Media from CVC Capital Partners for $8 billion in 2016, has close ties with the industry dating back decades.
Although the sport banned tobacco advertising in 2006 amid tightening international regulation, in 2019 BAT, the London-listed company, returned to F1 through a partnership with McLaren, the Woking-based team, “focusing solely on potentially reduced risk products”.
The tobacco industry has been investing in new products, such as e-cigarettes and heat-not-burn devices, which are deemed less harmful, which has led it back to a sport that has expanded in recent years to race in more countries and broadcast content through new media platforms.
Philip Morris, the New York-listed company, which previously sponsored McLaren, whose cars memorably raced in the red and white of Marlboro, today continues a partnership with Ferrari.
Although Philip Morris said its product branding has not been “on cars, driver apparel and tracks since 2007”, Stop said Philip Morris gets the “status of being able to describe itself as a Ferrari partner”.
BAT is estimated to spend $30 million a year on its McLaren sponsorship and Philip Morris $10 million with Ferrari, according to the report, which also estimates the tobacco industry has spent more than $4.6 billion in Formula 1 since 1968.
The report, released before this weekend’s United States Grand Prix, in Texas, warns that through F1 Kids, a broadcast for younger fans featuring youth commentators and cartoon avatars, viewers are exposed to BAT’s Vuse e-cigarette and Velo nicotine pouch brands, which feature on McLaren cars at some races.
F1 TV, the sport’s streaming service, also includes archived race footage, and Formula 1 uses clips and images from past races to promote the sport on social media.
Phil Chamberlain, deputy director of the Tobacco Control Research Group at the University of Bath, said tobacco companies “enjoying free cigarette advertising from past sponsorship deals, as F1 capitalises on its archive” was an “emerging threat”.
Jorge Alday, director of Stop at Vital Strategies, a public health organisation, urged regulators to intervene. “It is shocking that F1 programming designed for young children exposes them to branding for Big Tobacco’s addictive and harmful products.”
The Stop network was launched in 2018 by Bloomberg Philanthropies and the group has produced three earlier reports on tobacco in F1, the last on the impact of Netflix’s hit Drive to Survive series in attracting a new generation of fans.
A spokesman for BAT said: “Our vision is to build a smokeless world where smokers have migrated from cigarettes to smokeless alternatives. We are clear that our tobacco and nicotine products are for adults only and should never be used by those who are underage. We work closely with partners to ensure our marketing is fully compliant with all relevant laws and regulations in each territory.”
A spokesman for Philip Morris said it partners with “Scuderia Ferrari and Formula 1 in full compliance with all applicable laws”.”
A spokesman for F1 said: “Formula 1 adheres to all applicable laws in our race markets.”