© 2004 BMJ Publishing Group Ltd
News analysis
Japan: the curious case of the non-smoking underwear
| The first 150 words of the full text of this article appear below. |
A year ago, we reported on the rising tide of interest and activity in tobacco control in Japan, set against the continuing reluctance of the government, majority owner of the world’s third largest tobacco company, to take effective action (see Tobacco Control 2003;12:8–10). We also noted the tragedy of Japan having to repeat the grim cycle of recruitment to smoking of its women, who until a mere quarter century ago were almost entirely non-smoking. It was in connection with smoking Japanese women and the desirability of their trying to quit, that a clever piece of commercial promotion swept briefly round the world last November. However, it was not directly focused on smoking cessation as such, but on a new range of underwear.
This is not the first time that Japanese women’s underwear has featured in these columns. Readers of our original piece will remember that in Japan,
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