There are several reasons why the use of cartoon characters in cigarette advertising was considered harmful:
- Appeal to children: Cartoon characters are often appealing to children, and their use in cigarette advertising could make smoking seem attractive and desirable to young people. This was seen as a particular concern as children are more susceptible to the influence of advertising and may be more likely to start smoking if exposed to such ads.
- Association with positive emotions: Cartoon characters are often associated with positive emotions, such as happiness, fun, and excitement. By using cartoon characters in cigarette advertising, cigarette companies were exploiting these positive associations and creating a favorable image of smoking.
- Perception of smoking as harmless: Cartoon characters can portray smoking as a harmless and even fun activity. By using cartoon characters in cigarette advertising, cigarette companies were minimizing the potential health risks associated with smoking and making it seem like a safe and acceptable habit.
- Undermining anti-smoking efforts: The use of cartoon characters in cigarette advertising could undermine anti-smoking efforts and confuse the public, particularly young people, about the dangers of smoking. By presenting smoking in a positive light, cartoon characters could overshadow the health warnings and discourage young people from taking the risks of smoking seriously.
Due to these concerns, many countries introduced bans on the use of cartoon characters in cigarette advertising to protect children and young people and discourage them from starting to smoke.