FOREWORD

Deborah Arnott
Director

BAT’S AFRICAN FOOTPRINT

Since British American Tobacco first set foot in Africa in 1908 it

has been the continent’s dominant force in tobacco production
and consumption. To mark this 100th anniversary, Action on
Smoking & Health examines BAT’s heavy footprint on Africa.

BAT has a virtual monopoly in parts of Africa, both in terms of

tobacco manufacturing and sales of cigarettes. In ten
amongst the world’s biggest tobacco producers. In 2005 the BAT
sponsored Tobacco Grower of the Year award went to a newcomer to the
African countries BAT has more than a 90% share of the cigarette industry, Monica Chinamasa, the wife of Zimbabwe’s Justice Minister,
market. This report examines some of the health, social and economic Patrick Chinamasa, who, with her husband, had been accused of seizing
impacts of BAT’s activities in Africa over the past century. Although the the farm two years’ earlier.5
full effects of rising tobacco consumption - namely a steep rise in
Most tobacco growers do less well out of their involvement in the industry.
smoking-induced illness and premature death - will not be felt until well
In Kenya today BAT provides loans for seeds, pesticides and fertilisers
into the 21st century, Africa is already in the grip of a major tobacco
and buys back the product at a price of their choosing. To quote one
epidemic. There can be no doubt that, if left unchecked, BAT’s heavy
farmer, “The loan the tobacco firm provides is really weighing down
footprint on the African continent will continue to wreak havoc on the
on us. Actually, after the deduction you get nothing”.6 There are
health and welfare of its people.
echoes of post-slavery America, where former slaves
BAT’s presence in Africa is also undermining the found themselves bonded by debt as “share croppers”,
“The loan the
achievement of the Millennium Development Goals borrowing money from the land owners for seed and
(MDGs) that are designed to help the world’s poorest tobacco firm provides materials and in return forced to sell the product to their
people. The production and consumption of tobacco in former masters.
is really weighing
Africa directly runs counter to at least three of the eight
BAT’S FOOTPRINT ON AFRICAN YOUTH.
goals, namely to eradicate extreme poverty and hunger, down on us. Actually,
to combat diseases such as AIDS, malaria and BAT Chairman Jan Du Plessis claims: “We work with
tuberculosis, and to ensure environmental sustainability. 1
after the deduction farmers through our leaf growing programme to try to
In fact, effective tobacco control is key to helping achieve you get nothing” eliminate child labour.” It’s true that BAT and other
2
all of the Millennium Development Goals. Currently sub- tobacco corporations fund the Swiss based “Eliminating
Saharan Africa is not on track to meet any of the MDGs 3 Child Labour in Tobacco Growing Foundation”.7 However
and, as this reports illustrates, BAT’s heavy footprint on Africa is hindering neither BAT nor the Swiss based charity would disclose how much BAT
the continent’s ability to make progress in these important policy areas. contributes. The foundation’s entire income for 2006 was only 2.8 million
Swiss Francs per year (US$2.7 million), around half the salary paid to
BAT’S FOOTPRINT ON AFRICA’S HEALTH. BAT Chief Executive Paul Adams and one fifteenth of the amount the

It is impossible to be certain how many deaths are caused by tobacco in industry earns from unpaid child labour in Malawi alone.

Africa because many countries do not collect the information. However,
based on an analysis of BAT sales in its Africa & Middle East region, it is
estimated that current rates of consumption will lead to at least 100,000
deaths each year.
BAT has also exerted indirect health consequences on the people of
Africa. In Uganda, for example, there are 12 million cases of malaria
every year, killing 110,000 people. Despite claims that it does not use
political and economic leverage, BAT joined forces with other big
businesses to block a government malaria prevention programme to treat
farm workers’ homes with pesticides because of fears that the chemicals
used might contaminate their crops . The businessmen claimed exports
worth more than £200m (US$400m) and 600,000 Ugandan jobs could
be lost if crops were threatened.4
BAT’S SOCIAL AND ECONOMIC FOOTPRINT.
Zimbabwe is gripped by famine and corruption that leaves it scarcely able
to feed itself yet intervention by BAT means that the country remains
A similar sleight of hand can be seen in BAT’s duplicitous approach to
tackling youth smoking. BAT’s corporate strategy recommends
investment in high profile youth smoking prevention strategies that stress
a minimum age for smoking. Given that so called “youth prevention
strategies” which stress the adult nature of smoking have been found to
increase youth smoking, the industry can claim corporate responsibility
and stimulate under age sales at the same time. The other side to the
strategy is an aggressive marketing campaign which purports to target
young adults over 18, precisely the group which provides aspirational
role models for underage smokers.
Despite the heavy toll that tobacco has wreaked on African society, at
the close of BAT’s first century in Africa, the continent is rich in hope,
because Africa is now standing up to BAT. Across the continent
communities are organising against the tobacco giants and the WHO
Framework Convention on Tobacco Control is being implemented. Africa,
it seems, may be deciding precisely where on BAT she intends to leave
her own foot print.

2
 “We should not
be depressed
simply because
the total free
world market
appears to be
declining. Within
the total market,
there are areas
of strong growth;
particularly in
Asia and Africa . . .
It is an exciting
prospect . . .” ~ BAT
3
 Adinbode Oluwafemi
Environmental Rights Action
Friends of the Earth Nigeria
Board member for the African region of the Framework Convention Alliance

Photograph: Andrew Kerr

AFRICA FIGHTS BACK
To the tobacco industry, Africa is the continent of today and
the future. We are the only trophy left in the tobacco industry’s
reckless globalization of deaths, diseases and poverty
associated with its products.

F OR the past two decades, the tobacco companies have intensified

market expansion strategies in several African countries. They have
incorporates all the provisions of the treaty. Besides, several other
countries such as Nigeria and Ghana have completed draft national
used music to target youths and children. They organised fashion legislation. These draft bills provide for a comprehensive ban on
shows to lure women into smoking. They offered kids free cigarettes on tobacco advertising, sponsorship and promotion, periodic increases in
the streets and for a very long time undermined efforts by governments taxes to reduce consumption, warning messages to include pictures, a
to put in place effective tobacco legislation. They actively participated ban on smoking in public places, and mass education to discourage
in the smuggling of tobacco products into the youth smoking initiation.
continent. Worse still, tobacco companies persuaded
However, one of the milestones in the burgeoning
some African governments to promote tobacco The tobacco industry resistance to the tobacco industry across the continent
cultivation as a major source of foreign earnings. And
promised jobs but is the litigation in Nigeria. In April 2007, the Lagos
in recent years, the tobacco industry has resorted to
State government in South West Nigeria, in
using Corporate Social Responsibility (CSR) to brought deaths; they conjunction with Environmental Rights Action/ Friends
massage its image and cover its tracks.
of the Earth, Nigeria (ERA/FoEN) filed a suit against a
promised wealth but
The result of the tobacco industry onslaught is evident number of tobacco companies. In the lawsuit, the
in rising smoking rates, particularly among young escalated poverty. plaintiffs are seeking special, punitive damages to the
people and women, and increasing tobacco related sum of $26 billion from the defendants including British
deaths and diseases. Tobacco leaf dependent
Africa is outraged.
American Tobacco, Philip Morris International and the
economies like that of Malawi and Zimbabwe rank Tobacco Institute.
among the world’s poorest. The tobacco industry promised jobs but
Since the filing of the suit by the Lagos State government, Nigeria’s
brought deaths; they promised wealth but escalated poverty. Africa
Federal Government and four other states have filed similar suits
is outraged.
against tobacco companies. The Nigerian suit (a replica of similar
The World Health Organisation’s (WHO) initiated - Framework cases in the United States) and increased pressure by tobacco control
Convention on Tobacco Control (FCTC) provides a unique platform for groups provide strong evidence that Africa has decided to fight back.
the mobilization of African governments and civil society groups for There is no doubt that the tobacco industry’s heavy footprint on Africa
organised resistance against the tobacco industry. will take a long time to erase but Africans are now standing up to the
National legislation is undergoing review in countries like South Africa. industry and are full of hope that the tobacco scourge will be wiped
Kenya has introduced a comprehensive tobacco control law which from this continent over the course of this century.

4
CONTENTS

Executive summary ............................................................................. 6

BAT’s Scramble for Africa ................................................................... 7

BAT’s footprint on society ..................................................................... 9

BAT’s advertising and promotion footprint ........................................... 10

Covering their tracks – BAT’s CSR “marketing favourite” ................... 14

BAT’s footprint on the environment .................................................... 20

BAT’s footprint on child labour ............................................................. 21

Links and further information ............................................................... 22

References ......................................................................................... 23

ASH receives core funding from Cancer Research UK and the British
Heart Foundation. This report was funded by Cancer Research UK

Photograph: Marty Otañez, PhD, American Cancer Society Postdoctoral Fellow,

Center for Tobacco Control Research and Education, University of California,
San Francisco.

5
 “Throughout the continent, tobacco manufacturers are
building brands to gain market share before the markets
go dark, and if the statistics are anything to go by, they
are succeeding.”
World Tobacco September 2007.8

EXECUTIVE SUMMARY

BAT is the second biggest cigarette multinational in the world and

is dominant in Sub Saharan Africa with over a 90% market share
in eleven African countries.9,10 BAT claims to be “a responsible
company” but in Africa BAT is:

Aggressively marketing cigarettes contrary to the WHO’s
Framework Convention on Tobacco Control directive for a
comprehensive ban on tobacco advertising, promotion and
sponsorship.11 Tactics include:
Running competitions that require participants to buy
cigarettes in exchange for a chance to win exciting
prizes such as cars.
Issuing invitations to youth orientated music events that
would appeal to teenagers.
Gardens Kew, to run projects in Africa to improve BAT’s image
and sway public opinion.
Running counter productive youth smoking prevention
programmes that encourage children to see smoking as
something to aspire to in adulthood and that it is OK for over
18 year olds to smoke.
Taking advantage of poor African tobacco farmers who
regularly end up in debt to BAT rather than making a decent
living.

Running high profile HIV, youth smoking prevention, child
labour and other greenwash programmes1 in Rwanda, Malawi,
Nigeria, Cameroon and Kenya as a promotional tactic, to
deflect criticism and to avoid regulation.
Seeking out partnerships with respected environmental Non
Governmental Organisations (NGOs) such as Earthwatch,
Fauna and Flora International and the Royal Botanical
Claiming credit for projects to reduce child labour but failing to
address the fundamental problem of poverty among tobacco
farm workers.
Putting tobacco farmers and their families at particular risk
from tobacco growing which is both unhealthy and
environmentally damaging, with problems ranging from
pesticide exposure to nicotine poisoning.12

1. ‘Greenwash’ has been defined as disinformation disseminated by an

organization so as to present an environmentally responsible public image.
Photograph: Marty Otañez, PhD, American Cancer Society Postdoctoral Fellow,
Center for Tobacco Control Research and Education, University of California,
San Francisco.

6
 BAT’S SCRAMBLE FOR AFRICA

“We should not be depressed simply because the total free world market
appears to be declining. Within the total market, there are areas of strong
growth; particularly in Asia and Africa… It is an exciting prospect . . . ” 13
~ Statement from a 1990 internal BAT document, made available to the public due to a legal settlement requiring BAT
to provide public access to its document archives.14. 15

BAT has historically held a virtual monopoly over cigarette

sales in many African regions where Britain formerly
BAT sells its cigarettes in over 38 African countries although it is
difficult to get an exact picture as BAT itself refuses to release this
controlled colonies; in 1912 BAT was among the world’s 12 richest information and smoking prevalence data is difficult to obtain.28, 30, 31
companies.17 BAT continues to reap benefits from this colonial legacy The large number of cigarette brands that BAT markets across the
today maintaining a stranglehold on Africa’s cigarette markets and is continent indicates the extent of its promotional agenda. Brands
responsible for over 90% of cigarette sales in the following countries: include:
Sportsman Gladstone Cartier
Ghana = approx 99%.18 555 Satin Leaf Consulate
Kenya = approx 92%.19 Bristol Paul Revere Embassy
Ransom Sweet Menthol Royals
Malawi = approx 91%.20 Life Royal Standard John Rolfe
Mauritius = approx 98%.21 Craven A Three Rings Winfield
Camel Dunhill Lexington
Nigeria = approx 92%.22 Impala Players Gauloises
South Africa = approx 94%.23, 24 Crown Bird Kent Satin Leaf
Intore Lucky Strike Vogue
Sierra Leone = over 98%.25 Safari Pall Mall Gunston
Uganda = approx 90%.26 Score Peter Courtleigh
Crescent & Star Stuyvestant London
Zambia = over 99%.27 Albany Rothmans Mills
Zimbabwe = approx 99%.28 Tom Tom

Slides from a presentation to shareholders by BAT South Slide from a BAT South Africa investor presentation,
Africa in 2007 which illustrates BAT’s growth in sales in Africa, the showing how BAT is focusing on selling “premium brands” to
world’s poorest continent, and other developing countries.16 smokers under the age of thirty.16

Global Drive Brands

The Engine of BAT Volume & Value Growth Diversified Brand Portfolio
Pall Mall Dunhill Kent Lucky Strike
125 Bn Focus on International and Premium brands,
120 113 Bn 114 Bn Lights and adult smokers under the age of 30
79 Bn (ASU30)
100
Global Volume(Billions)

93 Bn
85 Bn Global Drive Brands
79
79 Bn
Bn
80 Dunhill
60 Kent
Lucky Strike
40

20 International brand
Peter Stuyvesant
0 1999 2000 2001 2002 2003 2004 2005

This dominance appears to be paying off for BAT as

profits in its “Africa and Middle East region” grew by £2
million (US$ 4 million) to £470 million in 2007 and sales
Right Markets, Volume and Brands
Generate Volume, Value and Consumer Share in South Africa and Nigeria were particularly strong.32
For the six months ending June 2007, British American Tobacco Kenya
2005 Overall Market Company Profile
Volume Trend (% Company announced pre-tax profits and gross turnover growing by 26% to 7.08
Since 2000 Vol.)
E Europe Up 19% billion Kenyan Shillings ( US$ 107,358,125), up from KES 5.6 billion
Asia Pacific Up 24% (US$84,916,031) the previous year.33
Middle East Up 6%
Africa Up 6% BAT Uganda predicted it would double export earnings in the financial
Total Growing 56%
Markets year ending 2008 and achieve earnings worth $58 million. Shareprices
Total Declining 44%
Latin America Down 16% are also rising as the company posted half year profits of 31 million
American Pacific Down 17%
W Europe Down 11%
Ugandan Shillings.34
In Nigeria in 2006, BAT’s market share and cigarette sales grew,
4 Source: shipments database
especially its Benson & Hedges and Pall Mall brands, resulting in
higher profit for BAT.35

7
8
 BAT’S FOOTPRINT ON SOCIETY

As BAT increases cigarette sales and profits in African countries in

the quest to become the global leader of the tobacco industry, the
increasing numbers of smokers across Africa are having a huge
impact on health-care costs as well as lost productivity due to
tobacco related illnesses and premature deaths.

D UE to the limited reach of health care and surveillance it is difficult

to estimate the number of tobacco deaths in Africa. However
According to a Ghana Health Service Demographic Survey in 2003 the
most economically disadvantaged region in Ghana is also the region
according to Sir Richard Peto, Professor of Medical Statistics at the with the highest incidence of smoking. Over 14% of students at junior
University of Oxford, “One death results from every tonne of tobacco secondary schools had smoked cigarettes.47
which makes 1 million cigarettes. If BAT continues selling 100 billion “In developing countries, among poor families, the proportion of
cigarettes a year in Africa and the Middle East, this will in the long run household expenditures used to purchase tobacco products can easily
cause 100,000 deaths per year.” represent up to 10% of total household expenditures.” Report of the
SMOKING RATES Secretary-General, United Nations Economic and Social Council
(2004).2
African countries are experiencing the highest increase in tobacco use
amongst developing countries. During the 1990s, total tobacco In 2007 US media company, Forbes, calculated that the loss of income
demand in Africa grew by a record 3.5 percent per year, compared to per smoker per year in Namibia was about US$448.61. With just over
an average annual increase of around 1.7 percent across all developing 1 million smokers, the national income loss equates to about $461
nations. 36 However, according to the latest WHO estimates, tobacco million.48
consumption in Africa is increasing by 4.3% a year.37 Researchers in 2003 found people from across the social spectrum in
Niger spending substantial proportions of their incomes on their
Kenya is one of the ten heaviest smoking countries in the world.38
smoking habit with students spending 40% and manual
According to the Kenyan Ministry of Health up to 15% of
labourers spending 25% of their respective incomes on
under 15 year olds now smoke and approximately 45%
of 18 to 30 year olds. 39 If BAT continues cigarettes.49
HEALTH IMPACT
One in five young Nigerians smokes cigarettes, while the selling 100 billion
Tobacco is a risk factor for six of the eight leading causes
number of young female smokers rose ten-fold during
cigarettes a year of death in the world.50 A 2004 study of tobacco
the 1990s. 2

attributable deaths in South Africa concluded that about

About 50% of Ugandan men smoke and according to the in Africa and the
8% of all adult deaths were caused by smoking.51
2002 Global Youth Tobacco Survey, smoking rates of Middle East, this However, data on the effects of tobacco are largely
13 to 15 year olds top 33% in some parts of Uganda.40, 41
lacking across Africa and studies are needed throughout
will in the long run
Tobacco use among young people in Malawi is on the the continent to assess the effects of tobacco on the
rise. In 2005 the Global Youth Tobacco Survey of 13 to cause 100,000 occurrence of specific diseases, and to monitor the
15 year-olds found over 19% of boys smoked while the evolution of the epidemic.
deaths per year.”
rate among girls had risen to 16% from 10% in 2001.42, 43 There is growing evidence of an association between
ECONOMIC IMPACT smoking and the spread of tuberculosis. A 2005 South
African study found areas of Cape Town experiencing high rates of TB
The WHO has observed that people who smoke tend to be poorer and
where 82% of TB sufferers were smokers or ex smokers.52 Dr Peter
that cigarettes contribute to this poverty through loss of income, loss of
Ormerod of the British Thoracic Society commented: “This study
productivity, disease and death.2
supports other evidence showing an association between
In Egypt, where BAT reported particularly strong sales in recent years, smoking and TB risk. …People who smoked would
more than 10% of household expenditure in low-income homes is spent therefore be more at risk of acquiring TB.” 53 South Africa
on tobacco. 44, 35
is burdened by one of the worst TB epidemics in the world with an
Malawi is one of the poorest countries in the world and people from its estimated 180 507 cases in 1997, amounting to 419 per 100 000 of the
most disadvantaged communities are more likely to smoke.45,46 total population.54

9
 ADVERTISING AND PROMOTION FOOTPRINT

The tobacco industry strongly opposes, and lobbies heavily

against tobacco adver tising and promotion bans because
they are highly effective in reducing tobacco use.

Peter Stuyvesant advert

outside a sports club in
Blantyre, Malawi.
Photograph: Peter Luckham,
April 2006.

Pall Mall shop sign.

Photograph: Folorunsho
Moshood, Educare Trust,
Nigeria, 2008

Screengrab from
The Daily Times
2007

2008 Pall Mall cigarette advert for a BAT

2008 promotion competition in Nigeria. “Buy a pack of Pall Mall
for a ticket to and win an instant gift + a raffle ticket for a
Metro Groove chance to WinBig.”
party, available
on purchase of a Photographs: Folorunsho Moshood,
pack of Pall Mall. Educare Trust, Nigeria, 2008

10
D ESPITE the massive socio-economic and health burden smoking
is placing on African societies, BAT continues to market cigarettes
entertainment as well”

According to the Daily Times, “The customers stand a chance of

here, as elsewhere, by associating its brands with glamour, style,
vitality, beauty, sport, sexual allure, celebrity, contemporary fashion
and modern living - methods it claims to have
voluntarily given up using in the UK thirty years ago.55
Furthermore, BAT has been found to be in breach of
its own weak marketing code by allowing its
cigarettes to be sold singly rather than in packs of
10 or 20. 55 In Nigeria, advertisements were even
produced detailing the price of 1, 2 or 3 “sticks”.56
Following ASH’s protestations in 2007, BAT
acknowledged that it had begun an investigation
into the alleged marketing breaches but has failed
to report publicly on its findings.
the [smoke-free] law
Because BAT cannot be trusted to keep within even
its own marketing codes of conduct in countries where
advertising bans are partial or not fully implemented,
only a comprehensive ban will protect people from its
marketing tactics and reduce tobacco consumption. In
marketing, to ensure
2000, a global review of the effect of tobacco
advertising bans on consumption concluded that “. . .
a comprehensive set of tobacco advertising bans can
reduce tobacco consumption but a limited set of
winning various prizes. They will be required to buy one pack of Pall
In 2007 BAT Kenya’s
communication manager
told the tobacco industry
journal, World Tobacco
that BAT
“... has cushioned
itself from the
business impact of
the enactment of
by adopting self
regulation in
advertising and
a smooth transition
that will not hurt our
bottom line.” 8
Mall Embassy or Kings to enter the competition.”
The grand prize of a million Malawi Kwacha was
equal to over US$7,255 - forty two times the
average annual Gross National Income in Malawi.59
Other prizes included HiFis, TVs, bicycles, T-shirts,
caps, shopping vouchers, travelling bags, key rings
and packets of cigarettes.60
UGANDA
BAT is also using promotional events to market
brands in Uganda. Jay, a Kampala based blogger
reported on a “festive and colourful” Dunhill launch at
Speke Resort, Munyonyo in 2006.61
Jay, a smoker himself, writes: “Besides young
Ugandans smoke to [sic] much already and they
are starting younger. We do not need more
temptations for those impressionable wannabes.
I am waiting to see what coolness they will
associate Dunhill with. I can already see the
yuppies displaying their shiny Dunhill packets at
counters from SteakOut to Silk Royale.” 61

advertising bans will have little or no effect.” 57, 58

MALAWI:
BAT held a series of Pall Mall promotion shows across Malawi in 2007
and 2008 to which the entertainment section of The Daily Times of
Malawi gave further publicity. (Photograph page10)
After the Pall Mall Embassy show, a BAT representative said, “Much as
this is a promotion, we also know that our customers need
NIGERIA:
Folorunsho Moshood from the Nigerian Educare Trust says:
“The presentation of Metro Groove happened at venues across
Nigeria in 2007. The prize was a ticket to attend a groove where
BAT supplied cigarettes… Many young people attended the
Metro Groove at Cotton’s Club, one of the largest club houses in
Ibadan, Nigeria’s third largest city.62

11
 Foloronsho Moshood also reports that BAT supported shops are springing up across Ibadan.
These photographs are of a parade of shops opposite the Cultural Centre in Mokola district:

“The name of each shop in the area doubles up as a Pall Mall

banner and the whole street is covered in BAT branding and
advertising. The children featured in my photographs were visitors to
the Cultural Centre and many secondary schools are also located
around this area. The closest Oba Akinbiyi High School One is about
three hundred meters away.”

Pall Mall promotions on umbrellas,

table cloth, chairs, & awnings.
School students in check shirts.
Photographs: Folorunsho Moshood,
Educare Trust, Nigeria, 2008

12
Photograph: http://www.flickr.com/photos/aardvark/465519676/in/set-21576000 98409014/)

Photograph: Laura Seay

DEMOCRATIC REPUBLIC OF CONGO:
Above: Young man wearing a BAT branded Sportsman t-shirt in The
Democratic Republic of Congo in 2007.

KENYA:
Left: BAT Sportsman branded cigarette stall in Kenya 2007.
SOUTH AFRICA:
Below left: ASH uncovered the slide on BAT’s website revealing how
in South Africa BAT is specifically researching and targeting the black
community which it refers to as “black diamonds” in a cynical bid to
increase premium brand sales and dominate the market.16

UGANDA:
In 2007 the tobacco industry journal World Tobacco noted that BAT in
Uganda is “…quite aggressive in the promotion and marketing of its
products”. The journal reported BAT’s widespread advertising and
Black diamonds, the drivers of our frequent competitions in the press.8
economy
According to Jackie Tumwine from the Health and Environmental
Black middle class grown by Rights Organisation, Uganda,
30% in one year 2.6
million “Low female smoking rates in Africa are due to the social
Spending power of black and cultural taboo against women smoking... The
diamonds risen from R130
billion to R180 billion
tobacco industry is steadily breaking these cultural
norms through aggressive and deceptive promotion of
2% of South Africa’s black
population account for 54% of cigarettes as symbols of empowerment, equality,
all black buying power vs
10% accounting for 43% 15 glamour, modernity, sophistication and Western style
months ago
independence.”
Source: Unilever Study
Below: BAT Embassy adverts in a restaurant in 2007.

Photographs: Jackie Tumwine, Health and

Environmental Rights Organisation (HERO), Uganda

13
 COVERING THEIR TRACKS:
BAT’S CSR “MARKETING FAVOURITE”

“I hope it is not immodest to say that we have been

something of a trailblazer for CSR in Africa.”
BAT chairman Jan du Plessis 63

HROUGH voluntary Corporate Social Responsibility (CSR) key health, socio-economic, human rights and environmental impacts
T programmes BAT
environmental impacts.
purportedly addresses its social
BAT has established a Corporate and
and of cigarettes.66, 67, 68
The slide (below) from a BAT South Africa Investor presentation to
Regulatory Affairs Department (CORA) to oversee a CSR agenda that financial services company Citigroup illustrates how BAT uses CSR
promotes BAT as engaged in contributing to “Civic Life and projects to make itself attractive to investors and to convince them of its
Empowerment” by encouraging branches around the world “to enrich social and environmental credentials.16
public and community life.” 64, 65
Internal BAT documents have been made available to the public due to
It is well documented that the gap between BAT’s CSR goals and their a legal settlement that required tobacco companies to provide public
actual impact is stark. BAT’s reported achievements sit uneasily access to its document archives.14,15 In the archives ASH found
alongside aggressive cigarette marketing and do little to address the documents that illustrate the real thinking behind BAT’s CSR strategy.

“Corporate social responsibility schemes are a

current tobacco industry marketing favourite.”
Tobacco industry journal, World Tobacco.8

The above slide is from a BAT South Africa

Investor presentation

14
 Today’s reality

Terms of reference

British American Public opinion The anti-smoking To drive the development of a pro-active global
Tobacco movement reputation management strategy
To agree the CORA strategy
To agree key deliverables
To agree the responsibilities of:
- The end markets
- The regions
- The centre

What we want to achieve

Understanding Stakeholders - Research Model

British American The anti-smoking

Tobacco Public opinion movement
Identify stakeholders and understand the level and nature of their
influence.
Classified according to three criteria:
Their impact on the business
Their hostility/sympathy towards tobacco
Their willingness to change their views

Extracts from BAT Corporate

and Regulatory Affairs (CORA)
roadmap, 2000.69
Understanding Stakeholders - Research Model

Decision-makers Individuals and institutions whose decisions will have a

direct and immediate impact on our ability to achieve profitable growth over
the next five years
Influencers Individuals and institutions who have no immediate impact on
our ability to achieve profitable growth but who, nonetheless, expert
influence over the views and activities of decision makers or other
influencers

15
 The BAT exhibition hall at the Jua Kali
exhibition in Uganda.
Photograph: Jackie Tumwine, 2006

F OR BAT it was essential the CORA strategy be mobilised on a

consistent basis worldwide. To this end the roadmap was
In 2007 in Nigeria and Rwanda BAT also gained considerable publicity
for sponsorship of an HIV/AIDs conference and donated US$6000
presented to regional managers in Africa in 2000 to be adopted, (£3000) to People Living with HIV/AIDs.73 Previously ASH and other
planned and driven forward into the 21st century. 70, 71 NGOs have uncovered how BAT’s internal documents reveal aims to
encourage tobacco farmers groups to “Target WHO's blind spots on
By 2007 the tobacco industry Journal World Tobacco noted BAT using
key primary health priorities, such as HIV/AIDS prevention and
CSR schemes in Uganda to improve its image and as a means of
malaria.” 67, 74
“deflecting criticism and unwanted regulation” in addition to its use as
a “marketing favourite”.8 In Malawi BAT attracted publicity for donating prizes to its distributors
as a reward for selling the most cigarettes in the most places. The
Examples include BAT’s annual sponsorship of the East African
rewards included motorbikes as well as cash prizes. The Daily Times
exhibition for local craftspeople, known as Jua Kali. This serves a
newspaper reported a BAT representative as saying “The motor bikes
number of purposes for BAT:
have been provided based on coverage and business growth and we
Jua Kali is a place where BAT can advertise itself and its brands,
want you to use them for its intended purposes and that is to grow your
it attracts substantial press coverage for BAT, and
businesses further.” 75
it is used as a venue where BAT can meet, greet and impress local
In Zimbabwe in 2005 BAT gave a “Tobacco Grower of the Year”
politicians.
award to Monica Chinamasa, the wife of Zimbabwean Justice Minister,
In 2007 BAT used many similar CSR events as advertisements and as
Mr. Patrick Chinamasa. Two years’ earlier, in September 2003, it was
opportunities to influence and impress dignatories. In Uganda BAT
reported that the Minister and his wife. had seized the Tsukumai Farm,
also solicited media attention for hosting and sponsoring the
forcing off the owners with threats of violence.5 BAT presented Mrs
Commonwealth Business Forum where BAT representatives met
Chinamasa with the Zimbabwe $24 million prize (US$1000) and trophy
heads of state and ministers.72
as the 2004/2005 top grower at a ceremony in Harare.76

Dunhill adverts featured inside the BAT exhibition hall.

Photograph: Jackie Tumwine, 2006

16
YOUTH SMOKING PREVENTION STRATEGY launched the campaign.79
Meanwhile BAT and other tobacco companies currently face lawsuits
A number of BAT’s CSR campaigns in Africa focus on what BAT refers
in Nigeria for targeting young and underage smokers by sponsoring
to as “Youth Smoking Prevention”. However, there is no evidence that
such schemes decrease smoking among young people but there is events such as pop concerts and of promoting the sale of individual
evidence that they can be counter-productive.77, 78 Such schemes cigarettes. Although Lagos recently withdrew a lawsuit, the tobacco
encourage children to see smoking as an adult activity and therefore industry still faces similar suits from the federal government and two
something to aspire to. They also give the impression that cigarette other states are hoping to recover the costs incurred in treating
addiction is a youth issue and that once a young person reaches 18 it smoking-related diseases.81, 82
is acceptable to smoke. Despite BAT’s purported stance on youth Even as these court cases are getting underway and despite BAT’s
smoking prevention it is clear that because so many long term smokers purported intentions regarding youth smoking prevention, in 2008 BAT
die in middle age, the tobacco is displaying adverts and
industry is in perpetual need of
competitions with youth
new young customers.
appeal by shops near schools.
NIGERIA
“Nigeria’s [youth smoking
prevention] campaign reached Poster downloaded
over 100,000 sale points, with from BAT website.80
posters and stickers...” 79 -boasts
BAT’s website and takes the Screengrabs of extracts from
opportunity to publicise the BAT’s Corporate and
Nigerian minister responsible Regulatory Affairs Guidelines
for youth development who for West Africa 2001-2002. 71

BAT Gambia Youth Smoking Prevention billboard. Pall Mall display case next to sweets displayed near
Photograph: Paul Hooper, 2005. schools in Nigeria complete with BAT designed ‘Youth
Smoking Prevention’ logo.62
Photograph: Folorunsho Moshood, Educare Trust, Nigeria, 2008

17
 BAT Corporate and Regulatory Affairs
(CORA) strategy document from 2000.69

Where to focus?

Much pressure emanates from labour/human rights

and environments NGOs
ENVIRONMENTAL STRATEGY NGO engagement will start in these clusters
The following extracts from an internal presentation reveal how a
strand of BAT’s CSR involved a calculated strategy to collaborate
with NGOs in order to gain public support for its environmental
policies.

Over the last seven years, following through on its long term
strategy to engage with “reasonable NGOs” BAT has fostered
relationships with the Earthwatch Institute, Fauna & Fauna
International, Royal Botanic Gardens Kew and The Tropical
Biological Association to particular effect.83 In 2008 BAT’s
Biodiversity Partnership boasts of supporting 43 projects, many
in Africa.84, 85
A number of the projects are ecologically themed “volunteering
and training” opportunities for BAT employees. BAT uses such
projects as a way of promoting its biodiversity credentials while
boosting staff morale and skills.85
Screengrab 2008 86
“… this year the fellowship programme received official
recognition as an important contributor to employees’ progress
within the British American Tobacco leadership framework.” BAT
statement on Malawi project.86
Short and medium term strategy
Short term strategy is to commence substantive
engagement with well-respected and reasonable
NGOs, centrally and at end market level - and to
brand and communicate it
Aim is to show that BAT is acting responsibly on
social and environmental agendas in order to
maintain its “licence to operate”
Outcome from above is build and grow partnerships
with NGOs and get their third party
verification/support for BAT’s achievements and
standards of business integrity

Other BAT biodiversity projects in Africa include Mountain Gorilla

conservation programmes in Rwanda, Great Ape Habitat
Conservation Programmes in Nigeria and Cameroon and a
project to enhance the conservation of Lake Victoria in Kenya.87 Concrete steps towards environment
The WHO has observed that when BAT and others in the industry partnerships
devote portions of profits to CSR projects, the companies are
often disguising other aims:
Earthwatch already in place
“…socially responsible initiatives, so-called by transnational Through this, developing partnerships with four
tobacco companies, sit side by side with their continued other NGOs:-
involvement in aggressive advertising and sponsorship - Fauna & Flora International
campaigns directed at young people, financial pressures they - Wildcru
impose on countries that attempt to limit tobacco marketing, their - Royal Botanical Gardens Kew
deliberate deception in many developing countries concerning - Tropical Biological Association
the dangers of second-hand smoke, and attempts to actively
undermine the tobacco control activities of the World Health
Organization .” – WHO (2004)2

18

INFLUENCING GOVERNMENTS
“The law was actually drafted by us but the Government is to be
congratulated on its wise actions.” BAT Regional Director, Norman
Davies on the Kenyan government’s passing of a tobacco law
designed to stop poaching and out of season growing. 88
The archives of BAT’s rival Philip Morris include an article from the
Sunday Times dated 14 May 1990 about BAT’s expansion in Africa.
Above the headline “Africa - Ashtray of the World” a Sunday Times
“Insight” team report noted, “Francis Kabui started smoking because
everyone in the adverts wore shoes. Today he is dying of cancer.” 89
Alongside the article, an internal BAT memo shows that the very next
day the Public Affairs Department issued a strong rebuttal.90
The PR team denied that BAT uses economic and political leverage to
support its marketing. They denied that their advertising played on the
“desires of people in the third world to mirror western sophistication”;
they even denied the proof that smoking cigarettes caused disease at
all. The second and third of these denials can be refuted through
Screengrab
from the
Kenya
Broadcasting
Corporation
2007 91
documents in the public domain. The first claim - that they do not use
political leverage to support their commercial interests - is contradicted
by BAT internal documents. One, on influencing stakeholders defines
decision makers as those who will “have a direct and immediate impact
on our ability to achieve profitable growth over the next 5 years”.
In Kenya, BAT has been found to benefit from political connections that
include close relationships with successive presidents.10 These
relationships have been used to influence, dilute and delay Kenya’s
health laws.10 For example, in the 1990s BAT used contacts to
encourage the government to draft laws compelling farmers to sell
tobacco to BAT rather than to other leaf purchasers.10 As BAT was
already paying farmers less than other companies, these laws ensured
farmers’ pay remained poor.
In 2004 BAT was still found entertaining ministers in Kenya when it and
other tobacco companies were exposed in the press for inviting over 90
MPs to an exclusive coastal resort to discuss proposed tobacco
legislation.92
19
 BAT’S FOOTPRINT ON THE ENVIRONMENT

A 1999 World Bank funded study estimated that forest removal

related to tobacco was estimated to be approximately 41,900
hectares annually. In Malawi, Zimbabwe, Zambia, Tanzania,
Uganda, Burundi, Ethiopia, Morocco, Tunisia, Togo and Nigeria the
situation was close to criticality. 93

M ALAWI has one of the highest rates of deforestation in the world

and tobacco growing is a contributing factor. In 1999 over 26%
“Most of the species used – such as acacia, eucalyptus, ipil ipil, neem
and shishu – grow quickly to provide the small farmers with a
of Malawi’s total annual deforestation sustainable fuel source for cooking and
was related to tobacco production.93, 94 tobacco-curing.” 97
In 2004 New Internationalist magazine What the Social Report fails to mention
interviewed a Kenyan tobacco farmer is that eucalyptus trees lower the water
who spoke about the effect of table, adversely affect the nutrient cycle
deforestation in the area where he lives: and soil properties, and that growing
“We were never told that tobacco large quantities of such trees in place of
growing would clear the forest that we indigenous trees has a monumental and
relied upon for firewood. Today the land anti social effect upon the natural African
is bare. The trees were cleared to meet habitat.98, 99
the high demand for wood fuel required BAT is aware these fast growing trees do
in tobacco curing and a local stream - a not promote biodiversity but has done
major source of water - has gone dry little to redress the difficulties they
due to deforestation.” 95 Photographs: Marty Otañez, PhD, American Cancer Society caused. Although BAT has run a few
Postdoctoral Fellow, Center for Tobacco Control Research and
BAT makes much of its environmental Education, University of California, San Francisco. 2006
high profile small-scale schemes such as
credentials and is keen to boast of one in Chile which returned eighty
reforestation projects both on its own and other CSR websites.96 hectares of its eucalyptus plantations back to indigenous woodland,
In its 2004 Social Report BAT boasts of a tree planting programme of such schemes are a drop in the ocean compared to the 267,000
more than five million eucalyptus trees in Uganda while the Ethical hectares of fast growing plantations BAT has been responsible for over
Performance website notes that in BAT’s reforestation programmes: the last thirty years.97, 100

20
 BAT’S FOOTPRINT ON CHILD LABOUR

John Mhango, president of the Malawi Congress of Trade Unions says:

“Child labour is an evil practice that contributes to Malawi’s

poverty rates. Most of these children are denied schooling and
grow up illiterate and uneducated. How can they contribute to real
economic development?” 103

A LTHOUGH tobacco farming is not unique in its use of child labour,

these children are put at particular risk because growing tobacco
and Mozambique ranging from school construction to education
projects.
is both unhealthy and environmentally damaging with problems ranging However none of these initiatives addressed the problem of low
from pesticide exposure to nicotine poisoning.101 earnings of adult tobacco workers, or genuinely
Malawi, where tobacco exports account for over implemented ECLT’s stated efforts to improve
70% of export earnings, also has the highest labour standards and raise “working conditions of
incidence of child labour in Sub Saharan the plantation worker”.
Africa.102 Most tellingly, the ECLT had a budget of just $2.3
BAT chairman, Jan du Plessis boasts of tackling million over four years from 2002, compared to
child labour problems, saying: nearly US$40 million in economic benefit the
“We work with farmers through our leaf growing major tobacco multinationals’ receive through the
programmes to try to eliminate child labour, but use of unpaid child labour in Malawi over the
we know this is not enough. So three years ago same period.104, 105
we established the pioneering Elimination of The research concluded multinational tobacco
Child Labour in Tobacco-growing Foundation, in companies are using child labour projects to
partnership with the International Tobacco “enhance corporate reputations and distract
Growers Association and the trades unions in public attention from how they profit from low
our sector. It now includes all the main wages and cheap tobacco”. 104
multinational tobacco manufacturers and Photograph: Marty Otañez, PhD, American Cancer The real reasons for BAT’s engagment with
dealers and the International Labour Society Postdoctoral Fellow, Center for Tobacco
Control Research and Education, University of child labour issues are found in the internal
Organisation advises its Board.” 7 California, San Francisco. 2006 CORA roadmap from BAT’s document
In 2006 researchers examined the Eliminating Child Labour in Tobacco archives rolled out in 2000. BAT wants to be seen as “proactive,
(ECLT) programme that du Plessis credits BAT with establishing, and front-footed and already being recognised as such by other
found it had established projects in Malawi, Tanzania, Uganda, Zambia. main partners.” 69

Child labour: Next major milestone

Conference on child labour and tobacco

growing in october
Involvement of unions, growers, governments,
multilateral bodies, NGOs
BAT proactive. front-footed and already being
recognised as such by other main partners

2008 Screengrab from BAT website where BAT advertises

helping establish the “Eliminating Child Labour in Tobacco
Growing Foundation”

21
 Photograph: Marty Otañez, PhD, American Cancer Society
Postdoctoral Fellow, Center for Tobacco Control Research and
Education, University of California, San Francisco.
LINKS AND FURTHER INFORMATION
Environmental Rights Action/Friends of the Earth Nigeria
Environmental Rights Action/Friends of the Earth Nigeria
(ERA) is a Nigerian advocacy non-governmental organisation
founded on January 11, 1993 to deal with environmental
human rights issues in Nigeria.
www.eraction.org
People against drug dependence and ignorance - Nigeria
Attaining societal advancement via promoting and protecting
the rights to health and meaningful existence.
www.paddi.globalink.org/
Educare Trust - Nigeria
An Education and Health NGO based in Ibadan, Nigeria’s
third largest city, with outreach in several other parts of the
country. www.educaretrust.org/
National Council against Smoking - South Africa
The National Council against Smoking’s (NCAS) mandate is
to improve public health by promoting non-smoking.
www.againstsmoking.org/
The Tanzanian Tobacco Control Forum
A non-profit organisation with the vision of enhancing public
health through effective control of tobacco use. PO Box
33105 Dar Es Salaam, Tanzania. Tel: + 255 732 924088
The Environmental Action Network LTD - Uganda
The Environmental Action Network (TEAN) aims to institute
public interest legal actions to protect the environment and
promote the right to a clean and healthy environment.
http://tean.globalink.org/
Sidewalk Radio
Collage of videos about the tobacco industry in Africa
http://www.sidewalkradio.net/
22
Essential Action
Essential Action is a US corporate accountability campaign
group that helped launch Global Partnerships for Tobacco
Control in 2000 to support and strengthen international
tobacco control activities at the grass roots level.
http://www.essentialaction.org/
The Framework Convention Alliance for Tobacco Control
Made up of almost 300 organizations representing over 100
countries around the world which are working to support the
signing, ratification and effective implementation of the
Framework Convention on Tobacco Control (FCTC) and
related protocols.
www.fctc.org/
World Health Organisation (WHO) Framework Convention
on Tobacco Control
http://www.who.int/gb/fctc/
WHO Report on the Global Tobacco Epidemic, 2008. The
MPOWER package
www.who.int/tobacco/mpower/en/index.html
World Bank - Economics of tobacco control
http://web.worldbank.org
Guernsey Adolescent Smokefree Project
Guernsey Adolescent Smokefree Project (GASP) is a local
charity whose aim is to reduce smoking amongst the young
people of Guernsey. GASP runs a project to support children
who work in the tobacco industry in Malawi.
www.gasp.org.gg/
Tobacco and poverty: A vicious circle
World Health Organisation brochure outlining the vicious
circle of tobacco and poverty: who pays, who benefits and
why tobacco control is a necessity.
www.who.int/tobacco/resources/publications/wntd/2004/en/
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http://bat.library.ucsf.edu

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