End of road for F1 tobacco sponsorship

Saturday, July 30, 2005 - 01:42 PM

Formula One is preparing for its last day of tobacco sponsorship in Europe as a continent-wide ban looms.

The sport has risen to international prominence on the bac of billions of pounds from cigarette companies keen to cash in on Formula One’s glamorous image.

But tobacco sponsorship has been systematically stubbed out across Europe in recent years and even pressure from the likes of Bernie Ecclestone has only earned a stay of execution.

That runs out at midnight tomorrow when the European Union formally bans tobacco sponsorship in international events such as Formula One.

The practice is already prohibited by domestic law in many European countries but the new EU law closes a loophole which had seen Formula One given exceptions to display logos at some grands prix. It also prevents look-alike logos being displayed in European countries where overt advertising is banned.

The EU confirmed the move in a statement, saying: “After July 31 tobacco sponsorship of grand prix races and all other such international or European sporting or cultural events should cease.”

McLaren are the first team to react to the legislation and yesterday they ran with tobacco sponsorship for the last time following West’s withdrawal.

The former world champions are cigarette-free for the first time in decades today with whiskey brand Johnny Walker poised to step in to replace West.

The EU believe a ban on tobacco sponsorship is crucial to stem the tide of lung cancer deaths across the continent.

Health commissioner Markos Kyprianou said: “Banning tobacco advertising is one of the most effective ways of reducing smoking. This directive will save lives and reduce the number of Europeans who suffer from smoking related illnesses.”

The EU ban can only go so far though and cigarette logos will still be permitted in far-flung places such as China and Bahrain.

Even though the number of venues permitting branding is rapidly dwindling, Marlboro and Mild Seven have expressed their wish to maintain a presence with Ferrari and Renault respectively, earning condemnation from anti-smoking groups.

Cigarette logos will still be seen in Britain via Formula One after tomorrow’s Hungarian Grand Prix – coincidentally sponsored by Marlboro – as transmission of images from outside the EU is not affected by the ban.

The EU said: “Authentic news photos from events organised in a third country are not prohibited.”

Worries were expressed over television images but the EU have confirmed the new rule does not change their policy on transmissions from outside Europe.

Action on Smoking and Health UK (ASH) were particularly scathing towards the Formula One teams planning on continuing their tobacco links, which include Jenson Button’s BAR-Honda squad.

Their director of health Deborah Arnott said: “It is deplorable that Formula One teams, under pressure from their tobacco sponsors, are threatening to undermine the new law when its intention is perfectly clear – that is, an end to the glamorisation of smoking via sport.”

Tomorrow’s introduction of the new regulation could yet be rescinded as appeals against it have been lodged, notably by the Nurburgring owners who allege it “will unlawfully cause them economic damage“. The EU is confident the challenge will fail.