Malaysia: Camel tourism trick

In May, readers of the New Sunday Times were confronted with an advertisement for a contest involving what the advertiser called Camel active fashion products. It was supported by the South African tourism board, presumably on the basis that would-be Malaysian macho-men would be tempted to come on down to South Africa, Camel cigarette cartons in hand, to enjoy a rip-roaring holiday in its wide open spaces.

Liaison between Malaysian and South African health advocates resulted in correspondence with the tourism board, explaining the tobacco industry’s—and particularly Camel’s—history of brand-stretching. In a throw-back …