News analysis
The ugly Australian from Rothmans, in Germany . . .
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Rothmans in Australia has never had much time for those quavering ninnies who are sensitive to politically correct concerns like racism and sexism. Since 1995, the pack for Rothmans brand Freedom has used a quote from Abraham Lincoln on emancipation: "Those who deny others freedom do not deserve it for themselves" (see Tobacco Control 1995;4:289-90). When the brand was launched in Australia, Rothmans ignored criticism from African-Americans and Australian Aborigines about the appropriation of a message about slavery to sell cigarettes, and the packaging still defiantly carries the message.
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Rothmans' leading brand Winfield, now being sold throughout Europe,
appears to have been infected with the same attitudes. The ad above,
that ran in Germany, shows an Australian Aborigine playing the
didgeridoo. The text ("Australia's answer to the peace pipe")
proposes that the didgeridoo is some sort of smoking implement. Never
mind that the didgeridoo is actually a ceremonial wind
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