Effectiveness of the ban on tobacco industry sponsorship in Brazil: findings from the ITC Brazil Wave 1 to 3 Surveys (2009 to 2016 - 17)

Background In 2000, Brazil implemented a comprehensive ban on tobacco advertising (except point-of-sale), promotion, and sponsorship, including sponsorship by tobacco brands of national sporting and arts events, then in 2005 adding international sport events. However, a loophole in the law permits company names for sponsorship. This study examines whether this loophole has been exploited by the industry via Brazilians' awareness of tobacco company sponsorship of sporting and arts events between 2009 and 2016-17. Methods Data were from Waves 1 to 3 (2009, 2012-13, 2016-17) of the International Tobacco Control (ITC) Brazil Survey - a cohort survey of approximately 1200 adult smokers and 600 non-smokers in Rio de Janeiro, São Paulo, and Porto Alegre. At all three waves, respondents were asked whether they had seen or heard about (1) sport or sporting events and/or (2) music, theatre, art or fashion events sponsored by or connected with cigarette companies. At Waves 2 and 3, tobacco company name recognition was tested by asking respondents whether the following are tobacco companies: Souza Cruz, Nestle, and Pirelle. Data were analyzed using GEE logistic regression models. Results Awareness of a sport or sporting event sponsored by a cigarette company decreased between 2009 and 2016-17 among both smokers (from 8.7% to 4.7%; p=0.004) and non-smokers (from 11.8% to 5.7%; p=0.008). Awareness of an arts event sponsored by a tobacco company decreased among smokers (from 6.3% to 1.4%; p< .001), but not significantly among non-smokers (from 6.1% to 3.8%; p=0.235). Over 93% of smokers and non-smokers correctly stated that Souza Cruz is a tobacco company and over 98% correctly stated that Nestle and Pirelle are not. Conclusions Although Brazil has not specifically banned tobacco company sponsorship, public awareness of tobacco company sponsorship has decreased over 7 years, possibly suggesting that the industry has not (yet) taken advantage of the loophole