We work hard to market our products to adult tobacco consumers and to limit the reach of our materials to unintended audiences. We verify that dippers are 21 or older before they receive branded one-to-one communications, enter one of our brand websites or attend consumer engagement programs.
- One-to-one Communications: We use direct mail and email to support the launch of products, invite adult tobacco consumers to consumer engagement programs, announce brand promotions and deliver coupons and other communications. We maintain a secure database of qualified adult tobacco consumers that are age-verified and have told us they would like to hear from us. A person may request to no longer receive communications from us at any time.
- Consumer Websites: Our age-restricted brand websites enable adult tobacco consumers to interact with our brands. We use these sites to build brand equity, deliver news and provide promotional support.
- Consumer Marketing Activities: We offer consumer engagement programs that reinforce brand equity, support the launch of new products and deliver promotions to adult tobacco consumers.
Determining Magazine Advertising Placement
We advertise in magazines to build awareness of our brands with adult tobacco consumers. When selecting the magazines, we're careful to pick those publications that are predominately read by adults. Where we use print advertising (newspapers, magazines, periodicals or other publications), we are guided by the Food and Drug Administration’s proposed definition of the term "adult publication". Under this standard, an adult publication is one:
- whose readers younger than 18 years of age constitute 15 percent or less of the total readership as measured by competent and reliable survey evidence; and
- that is read by fewer than 2 million persons younger than 18 years of age as measured by competent and reliable survey evidence.
If a magazine doesn't meet these criteria, we won't advertise in it.