Documente Academic
Documente Profesional
Documente Cultură
Abstract
This research focuses on Corporate Social Responsibility (CSR) by tobacco
companies in order to answer whether these companies used CSR initiatives
in Colombia as a strategy to enhance the corporate image and counter their
bad reputation, as part of its strategy to prevent further advances in regulation.
I used a qualitative data analysis to process the documents available on its
official internet pages and major national media between 2008 and 2011. The
most important conclusion is that the tobacco companies appear as a strategic
partner in efforts for development of the country, with two possible objectives: 1
Research paper that is a result of
to improve their image and gain influence in political processes. It is necessary the project “Making the Colombian
to consider these strategies especially in light of the scope of the ban to anti-tobacco law work” at Escuela
de Economía of Universidad Sergio
sponsorship and promotion that the industry has. Arboleda, Bogotá, Colombia. I was
funded by Bloomberg initiave supor-
Keywords ted by Unión Internacional contra la
Corporate Social Reponsibility, CSR, tobacco control, monitoring. Tuberculosis y Enfermedades Respi-
ratorias and Organización Panameri-
cana de la Salud. (Opinions, mistakes,
Resumen omissions are the exclusive author´s
Esta investigación se centra en la Responsabilidad Social Corporativa (RSC) responsibility). The author thanks
Prabhat Jha and Blanca Llorente for
de las compañías tabacaleras con el objetivo de responder si estas compañías their comments and support in the
usaron las iniciativas de RSC en Colombia como una estrategia para mejorar process of building up this paper.
2
Magister in Interdisplinary Studies
la imagen corporativa y contrarrestar su mala reputación, como parte de su on Development from Universidad
estrategia para evitar mayores avances en la regulación. Utilicé un análisis de de Los Andes, Bogotá, Colombia and
datos cualitativos para procesar los documentos disponibles en sus páginas Specialist in Organizations, Social
Responsibility and Development at
de internet oficiales y en los principales medios de comunicación nacionales this University. Ba.Sc. Economics and
entre el 2008 y el 2011. La conclusión más importante es que las compañías B.PH. Philosophy at Universidad Ser-
gio Arboleda. Researcher and profes-
tabacaleras aparecen como un socio estratégico dentro de los esfuerzos de sor at Escuela de Economía of Uni-
desarrollo del país, con dos posibles objetivos: mejorar su imagen y ganar versidad Sergio Arboleda, Bogotá,
Colombia.
influencia en procesos políticos. Se hace necesario considerar de manera Email: diana.nino@usa.edu.co
especial estas estrategias a la luz del alcance de la prohibición al patrocinio y For citation use: Niño-Muñoz, D.
promoción que tiene la industria. (2015). Corporate social responsibili-
ty of Colombian tobacco industry: Is
it a strategy? Revista Civilizar Cien-
Palabras clave cias Sociales y Humanas, 15(29),
Responsabilidad Social Corporativa, RSC, Control de tabaco, Monitoreo. 113-134.
114 Diana Patricia Niño Muñoz
same way by the firms. Thus, it is convenient The approach known as cause-related
to understand some of these approaches before marketing conceives CSR as strategies to im-
undertaking the task of analyzing CSR in prove the firm’s image, increasing sales and
tobacco companies in Colombia. The literature economic benefit. This should not be interpre-
on this topic identifies several classifications ted as a criticism against the firms’ efforts to
about CSR theories (Argandoña, 2007a, 2007b; communicate the positive social effects emer-
Carroll, 1999; Garriga & Melé, 2004, 2013; ging from their activities. Stakeholders –in-
Melé, 2004). For the purposes of this paper the cluding shareholders, but also other groups
classification suggested by Garriga and Melé concerned with the firm’s sphere of influence–
(2004) is appropriate because it has a wide have the right to be informed (Hoyos-Vásquez
scope that presents a rather complete landscape & Solarte, 2007) and with this communication
of the debates and consensus surrounding the companies have the possibility to align corpo-
types of CSR and the strategies that the firms rate behavior with stakeholder expectations
should adopt or actually use. An analysis (Dawkins, 2005). Even more, “spreading the
of this classification was developed in a information on CSR activities performed by
previous study (Niño-Muñoz, 2012), where the firm might motivate other firms to adhere
the reader can deepen the explanation of the to that same vision and effort” (Pezoa, 2004,
categories presented in this paper. Among all p. 280). Likewise, communication about the-
the categories identified by Garriga and Melé se practices promotes among consumers the
(2004), four of them seem quite relevant for firm’s reputation, its credibility and honesty
the type of analysis intended here: maximizing and increases their loyalty to the firm’s pro-
the shareholder value, cause-related marketing, ducts (Park, Lee, & Kim, 2014). The problem
corporate constitutionalism, and the common with this approach emerges when the content
good approach. of the communication is not a consequence of
the firm’s actions (Pezoa, 2004). When benefi-
The main exponent of the first category ciaries are not related with the company’s core
–maximizing the shareholder value– is Friedman business, it generates suspicion with regard to
(septembre 13th, 1970) who stated that ‘‘there is the sincerity of the firm (Yoon, Gürhan-Canli,
one and only one social responsibility of busi- & Schwarz, 2006). In consequence, “acti-
ness to use its resources and engage in activities vities, which typically exploit cause-related
designed to increase its profits so long as it stays marketing, are classical musical concerts, art
within the rules of the game’’. Although this pos- exhibitions, golf tournaments or literacy cam-
ture implies limitations, this is not the place to paigns” (Garriga & Melé, 2004, p.55).
get into that discussion. Suffice to say that the
objective of this paper is not to stigmatize eco- Continuing with the suggested category
nomic profit. It acknowledges the fact that profit review, corporate constitutionalism understands
allows the functioning, maintenance and expan- the firm as a social institution with a certain
sion of the firms (Debeljuh, 2009). In fact, sa- amount of power over the society, power that
feguarding the optimum use of the resources to should be used in a responsible manner (Garriga
obtain benefit is a central responsibility of any & Melé, 2004). Likewise, this approach views
firm. But it does not follow that this should be the firm as a political organization “because it
the only or even the main responsibility. The firm contributes to the shaping of society” (Paladino
should go “beyond the mere economic contract & Willi, 2004, p. 111). In a continuously glo-
with society” (Paladino & Willi, 2004, p. 91) balizing world, where transnational companies
and should remember that wealth accumulation control an increasing piece of the world eco-
is good as a means to a higher end (Aristóteles, nomy, their actions have a bigger impact. Thus,
2013, original in 1475). the political dimension of these firms becomes
larger and even more real in terms of their po- Background about the CSR of the
tential to act and improve the quality of their tobacco industry
own milieu. Davis (1960), a pioneer in this sub-
ject, states that one of the essential laws in the In the last years, CSR has become an
management of the firm’s social power is the important facet of any company; especially
iron law of responsibility. According to this law, in those with bad reputation (e.g., tobacco
“in the long run those who do not use power in firms) which are interested in improving their
a manner which society considers responsible negative image through CSR activities (Yoon et
will tend to lose it because other groups even- al., 2006). It is expected that CSR creates trust
tually will step in to assume those responsibili- in the company and it will bring an improved
ties” (Davis, 1960, p. 63). perception of the firm (Park et al., 2014).
However, it depends on the perceived sincerity
Last, this analysis considers relevant the of the company’s motives to achieve positive or
common good approach, which stands among negative effects (Yoon et al., 2006).
the ethical theories of CSR. This approach
sees the organizations as intermediate social Sincerity in CSR initiatives of Tobacco
institutions between the individual and companies is questioned, because on one side
society, and in turn, the organizations have a cigarettes cause harm and death, and, on the
responsibility in this relationship: to contribute other, they make marketing efforts to target
to common good (Aguilar, 2011; Melé, 2004). young people (Chapman, 2004; Palazzo &
The common good should be understood as Richter, 2005; Yoon et al., 2006) and women
“the set of all conditions of social life which (Ho, Shi, Ma, & Novotny, 2007). Thus,
allows groups and every member of these CSR initiatives constitute a “strategic goal
groups to reach their perfection in a fuller and to distract attention from their controversial
easier way” (Catecismo Iglesia Católica, CIC, activities, lessen the negative consequences
1992, p.427). This view assumes that CSR as a of stigmatization and neutralize the impact of
set of “policies and programmes generated by litigation proceedings” (Grougiou, Dedoulis, &
the firms and enforced voluntarily, in order to Leventis, 2015, p. 295). In fact, studies found
face their responsibilities to their stakeholders that tobacco companies have used CSR in UK
and society in general” (Argandoña, 2007c, (Fooks et al., 2011) and in USA (Hirschhorn,
p. 1), and with the purpose of improving their 2004) as a tool to build a positive image and
milieu, and contributing to common good. counteract the bad reputation coming from the
devastating health consequences deriving from
In sum, this previous analysis allows consuming their products.
highlighting conditions of a complete CSR
behavior. A responsible firm should get profit CSR of tobacco companies has also been
to secure functioning, maintenance and ex- questioned because academics have asked
pansion of the company (Debeljuh, 2009); it for two requirements of CSR concept: i) to
should communicate sincerely companies’ ac- contribute to the well-being of society; and ii)
tivities to align corporate behavior with stake- to abolish Corporate Social Irresponsibility
holder expectations (Dawkins, 2005) and to (CSI), such as cheating customers (Lin-Hi
motivate other firms to follow the same path & Müller, 2013). Avoiding CSI is a central
(Pezoa, 2004, p. 280). Although, a responsible precondition to be socially responsible (Lin-Hi
firm understands its power over society and & Müller, 2013). From this perspective, in a
contributes to shape it (Paladino & Willi, 2004, historical approach, Palazzo and Richter (2005)
p. 111) and to promote the common good found that tobacco companies have presented
(Melé, 2004). the following behavior: massive lobbying
and misinformation campaigns publicly; also the Internet archives of El Tiempo and El Es-
sponsored researches to put on doubt scientific pectador, because they are the most important
evidence about the addictive character of mass media in Colombia with national covera-
nicotine and the association between cigarettes ge and larger records in internet. This collection
and lung cancer; and a political hidden agenda method is similar to the exposed by Atusin-
to get lower tobacco taxes. gwize, Lewis and Langley (2015). In sum, 824
news reports were collected.
Methodology
The search terms of news monitoring were
A process of data collection and then a developed in relation to the tobacco industry’s
qualitative data analysis were implemented to activities. The following key terms were used
answer the research question. Two forms of data to perform the searches in the data bases of
collection were used. First, a search of CSR ini- media: Tobacco, cigarette, Phillip Morris, British
tiatives that tobacco companies reported it was American Tobacco, Protabaco and Coltabaco.
done in 2011, July 8 using the official documents During the process a number of obstacles limited
available in www.pmi.com, www.batcolombia. the scope of the search. First, the years with
com, www.protabaco.com (Coltabaco did not information available in the databases of El
have web page, because it shared it with PMI). Tiempo and El Espectador went as far back as
14 CSR programmes self-reported by BAT, Pro- 2008. The TV channels CityTv and Caracol (both
tabaco and PMI were identified (Annex 1). This with news shows) provided information only
review was rerun on 2015, September 30 to iden- since 2009. In 2010 and 2011 the information
tify any relevant change since the original search available came from a wider range of sources,
date. In this new report, www.protabaco.com such as RCN (TV news show), La República and
disappears because BAT acquired Protabaco and Portafolio (newspapers), Semana (magazine),
now they share the same web page. among others. A second limitation was the lack
of standardized terms in the search engines
Second, a monitoring of news in the (unlike more specialized sources), because the
country’s most important mass media was per- search results obtained with the selected key
formed, considering the period between 2008 terms produced many irrelevant results, so the
and 2011. The selected period of time looked manual selection involved considerable time.
for monitoring possible changes in the firms’
strategies before and after the approval of the After data collection, a Qualitative Data
tobacco control act of 2009 in Colombia (Ley Analysis was used inspired by Cisterna-Cabrera
1335 de 2009). This period was the most active (2005) and Ulin, Robinson, and Tolley (2006).
in terms of discussion and adoption of regula- First, deductive categories were constructed to
tory changes fostered by the implementation allow an organized compilation of news and
of the FCTC. In addition, monitoring media documents. In the case of CSR initiatives that
were identified as a useful methodology be- tobacco companies reported, they were classi-
cause stakeholders expect to know about CSR fied in four topics: Health; Agricultural; Envi-
activities through firms’ communications and ronmental; Social (Annex 1). For monitoring of
unbiased media sources (Dawkins, 2005). The news, I used two organized parameters: i) the re-
following media databases were searched to search question and ii) the objective of looking
identify tobacco industry’s activities: El Tiem- possible changes in the firms’ strategies before
po; El Espectador; CityTV; Portafolio, Semana, and after the approval of Law 1335 in Colom-
Caracol; RCN. In addition, other publications in bia. Initially five topics have been included for
Colombia were identified using Google News. news monitoring. One was related with CSR
Nevertheless, most of the search was done in and community activities of the tobacco com-
panies in Colombia. The other four were chosen fumadores en sus casas, 03 de enero de 2008)
considering key topics in the FCTC, which are and Turkey (EFE, 2008)– started to develop
involved in the Colombian Law 1335: Smoke- tobacco control laws following the example of
free areas; sales of cigarettes individually; pro- successful experiences in other countries like
motion, advertising and sponsorship; prices, ta- England, Canada and Uruguay. At the same
xes and smuggling. A monitoring news’ matrix time, the World Health Organization (WHO)
was built to distinguish each category. published in its report on the global tobacco
pandemic, that “tobacco consumption will
Second, I identify other typologies that increase in poor countries as a result of the
emerge from data. In the case of CSR initiatives, tobacco industry’s strategy to attract young
the results were presented in five final categories: people and women in these nations, where now
cultural events; youth campaigns; community live 80 % of smokers” (Las tabacaleras buscan
campaigns; environmental programmes and más fumadores en países pobres, 08 de febrero
regulation. In the case of news monitoring, de 2008). In the meantime, in Colombia the
besides those already exposed, I included seven National Cancer Institute (INC) released their
new categories related with general tobacco estimates on the impact of tobacco consumption
issues and CSR programmes: Colombian Law in Colombia, which caused 20,000 annual
1335 of 2009; tobacco industry; international deaths and a financial burden of 2,2 billion
.
context; health; campaigns (smoking cessation pesos (about U$ 1 118.454,51) (Las tabacaleras
and education for prevention); agriculture; and buscan más fumadores en países pobres, 08 de
other information. It was necessary to establish febrero de 2008). The results from the global
limits of each topic and to check the first youth tobacco survey (GYTS) showed that
monitoring news’ matrix. 29.8% of students from a sample of 50 schools
in Bogotá between 6th and 9th grades, were
Third, a data reduction was done to smokers and 61.6% had tried cigarettes at
synthesize the information and to identify least once (Tabaquismo en Niños, Lío Mayor,
important concepts and essential relationships. 2008). This scenario indicates that the worries
The information was analyzed with three about tobacco consumption as a public health
approaches: i) tobacco industry’s activities problem were present in the media.
were described in terms of a timeline; ii) CSR
initiatives and other important findings were Despite these warnings of initiatives to
exposed with the mentioned categories; and iii) reduce consumption such as the adoption in
classification of CSR theories presented in this Colombia of the FCTC in 2006, the tobacco
paper was used to deduce CSR strategies of the industry continued with expansion projects
firms: maximizing the shareholder value, cause- in the country. In December 2008 Coltabaco
related marketing, corporate constitutionalism, announced its intention to increase the cultivated
and the common good approach. Finally, I area (Coltabaco impulsa el cultivo de 500
achieved results and conclusions. hectáreas de tabaco en la costa norte, 03 de
diciembre de 2008). In 2009 it communicated its
Results. plans to invest more than US$130 million during
the following four years (Dominguez, 2009)
Tobacco industry activities along a and expand its export goals to Brazil, Mexico,
timeline Costa Rica, Guatemala, Dominican Republic
and Europe (Coltabaco Exportará, por Primera
In the international scenario, at the vez, sus Productos a Brasil, 2009). Within this
beginning of 2008 many countries –such as strategy, the company intended to promote
Germany, France, Portugal (Leyes confinan a tobacco production in areas affected by long-
term violence, such as Montes de María (Las 11 de marzo de 2008) and established a
tabacaleras buscan más fumadores en países strategic alliance with Corpoica, Unisangil
pobres, 08 de febrero de 2008) and in the states and Universidad Nacional de Colombia to
(departamentos) of Sucre and Bolívar (Contratos develop five research projects approved and
para fomentar cultivo de tabaco, 2009). The co-financed by the Ministry of Agriculture
program included seeds supply, “free technical (Protabaco alista plan para mejorar cultivos,
assistance, financial aids for peasants and sales 19 de mayo de 2008). Similarly, in 2010 this
contracts with fixed prices to secure stable cash tobacco company jointly with the Agriculture
flows and reduce uncertainty about expected and Cattle Guarantee Fund supported small
crop revenues” (Coltabaco impulsa el cultivo farmers’ projects and helped them have
de 500 hectáreas de tabaco en la costa norte, 03 access to special credit lines offered by Banco
de diciembre de 2008, traducción del autor). All Agrario de Colombia (the government’s bank
these were also devised in an environmental- to promote agriculture), (Mantienen oferta de
friendly framework. With these investments, the crédito, 29 de mayo de 2010). During the rain
company declared they expected to contribute to emergencies in 2011 Protabaco, the Ministry of
the generation from 25.000 (Dominguez, 2009) Agriculture and MAPFRE offered an insurance
to 30000 (Quintero, 08 de junio de 2010) rural and subsidy program to secure crops and crop
employments, and to the consolidation of the quality (Cantillo, 2011).
peace process through the support of agricultural
activities for displaced families (La nueva cara In the legislative field, Colombia has
de El Salado, 08 de julio de 2011). By this token, also advanced rapidly. On 2008, May 30, the
Coltabaco stated: “[we] hoped that Colombia Ministry of Health issued a regulation on smoke
would become a tobacco leaf export center for free areas, Resolution 1956, which banned
other subsidiaries of PMI” (El país sembrará más smoking in closed public spaces (Prohíben
tabaco, 2009, traducción del autor). In the process, fumar en recintos públicos, 31 de mayo de
the company established cooperation bonds 2008). Although in an early stage the National
with institutions such as Quindio’s Economic, Bar Association had sent a letter of complaint
Rural and Environmental Development Office against this norm, later this organization
(Cultivos de tabaco generarán más empleos en el changed its position and provided full support
Quindío, 19 de marzo de 2010), the US Agency to one of the law draft on tobacco control (Ley
for International Development (USAID), the antitabaco supera otro escollo en el senado, 19
International Organization for Migration (IOM), de noviembre de 2008). The said letter stated
the National Commission for Reparation and the Association’s concern, among other things,
Reconciliation (CNRR), Semana Foundation about not having been included in the discussion
(Santos dice que en la Masacre de El Salado hubo of a norm that, according to the Association,
omisión, 08 de julio de 2011) and Social Action violated public freedoms of citizens and made
(the main government program developing owners of establishments responsible for the
social policies), (La nueva cara de El Salado, 08 behavior of their clients (Piden revocar medidas
de julio de 2011). contra los fumadores, 05 de julio de 2008).
the protection of minors from the exposure 22 law proposals on tobacco control had not
to smoke and from industry’s advertising” prospered in Congress” (Rodríguez, 15 de junio
and banning individual cigarette sales; the de 2009). Bogotá’s Health Authority supported
second one led by Senator José David Name these statements (Citytv, 29 de mayo de 2009),
focussing in smoke free areas (De Espejo, 07 and even other senators accused the tobacco
de noviembre de 2008) as the last law proposal companies (Phillip Morris niega sobornos para
from Senator Zulema Jattin. Several aspects tumbar Ley Antitabaco, 12 de junio de 2009).
of the debate surrounding these proposals Regarding these accusations, PMI denied any
should be mentioned. First, the press exposed involvement in bribery. With the development
accusations about certain alterations to the two of the debates it came as a surprise the approval
last proposals, asserting that “they [did not of Senator’s Dilian Francisca Toro proposal
have] the exact content of the FCTC, which had in July, which became Law 1335 in 2009, the
already proven to be effective in the reduction current tobacco control Act in Colombia.
of tobacco consumption.” (En el Congreso de la
Republica tres proyectos de ley sobre el tema, Last, it is important to describe briefly
27 de mayo de 2008; Hay micos de senadores the acquisition process of Protabaco by one
en ratificación del convenio contra el tabaco of the largest and most powerful tobacco
Claudia Víctor, 12 de abril de 2009, traducción companies in the world. In July, 2009, PMI
del autor) Second, regarding the measures to ban announced its intention to buy this Colombian
individual cigarette sales, the president of the company (Philip Morris compra a Protabaco
Association of retailers, FENALCO, rejected por US $452 millones, 10 de julio de 2009).
the sanctions considered in the proposal, in view However, after a long debate in June, 2010, the
of the situation of small retailers. Other senators Superintendence of Industry and Commerce,
expressed concerns about the impact on the SIC, the agency in charge of anti-trust
informal street sellers (Polémica por venta fácil regulation in Colombia, rejected the operation
de cigarillos, 05 de mayo de 2009). Third, a due to violation of market concentration
letter of the vice minister of agriculture was sent restrictions (PMI already owned in 2005 the
to the National Television Commission to keep other tobacco manufacturing company in
cigarette advertising at night time (Rodríguez, the country, Coltabaco), (No fue aprobada
15 de junio de 2009). One final area of debate la compra de Protabaco por Phillip Morris,
was the accusation by Senator Name about 13 de junio de 2010). The announcement
bribes worth $500 million pesos as well as death was obviously unwelcomed and after several
threats pressing him to withdraw his proposal. months, finally it was BAT which purchased
He expressed his belief that these threats did not Protabaco in May 2011 (British American
come from the tobacco industry (De Espejo, 07 Tabacco compra a Protabaco por US$452
de noviembre de 2008). However, months later millones, 26 de mayo de 2011).
in the midst of a Congress debate that resulted in
the addition of two paragraphs which distorted CSR activities of tobacco companies
the original text of his proposal (Dmoteroa,
22 de mayo de 2009), Name “denounced the Continuing with the analysis, now the
industry’s constant lobby and pressures to sink CSR initiatives of the tobacco companies
the proposals that attempted to pass legislation are described through established categories.
to reduce tobacco consumption” (Con “Micos” The information comes from the websites of
en Ley antitabaquismo buscan eliminar these firms and from information published
espacios libres de humo, 21 de mayo de 2009, on the press. See Annex 1 for a summary of
traducción del autor). He added in another the initiatives reported in the websites of the
interview that “it [was] no coincidence [that] tobacco companies.
The first category used to synthetized de decir no (Say yes to your responsibility of
information is cultural events. The sponsorship saying no) with the stated objective of increasing
of cultural events is particularly frequent for BAT awareness of retail sellers, reaching 41.000
through BAT Foundation. The Law 1335 bans the stores, supermarkets and gas stations across the
sponsorship when it “implies the direct or indirect country (No fue aprobada la compra de Protabaco
promotion of tobacco products and its derivates”. por Phillip Morris, 13 de junio de 2010). Other
But the manager of BAT Foundation explained two activities from Coltabaco mentioned in
that “the Foundation has never sponsored the the media were, on the one hand, a program to
brands of the company nor has mentioned promote student internships called Primer Paso
them” (BAT seguirá con salón de arte popular; (First step), offering university students working
Ley antitabaco no afectará su realización, 26 de opportunities in the company (Coltabaco busca el
julio de 2009, traducción del autor); therefore, mejor talento de las universidades en Colombia,
they do not have intentions to stop this practice. 23 de noviembre de 2010). On the other hand,
“The Foundation [has sponsored] 28 popular Coltabaco donated a soccer field, with changing
festivals, 12 itinerant exhibitions with the First rooms and stands with a beneficiary population
BAT Salon of Popular Art, 6 exhibitions with the of 500 children in Altos de Cazucá (a low income
second Salon, reaching up to 4 million visitors area in the outskirts of Bogotá), (En sus marcas,
and 8.177 artists” (En pro del arte, 22 de abril 16 de noviembre de 2011). Another campaign
de 2008, traducción del autor). The Third BAT with similar features was Fanáticos Mustang
Salon of Popular Art promoted the contest in the (Mustang is one of the leading brands from
framework of the celebration of the two-hundred Protabaco), which tried to encourage smokers to
anniversary of Colombia’s independence, with pick up cigarette butts and throw them in trash
the participation of 1644 works from all over the cans (Hernández, 13 de abril de 2011). Last, the
country (British American Tobacco, BAT, 2010). media covered the contest to design a Mustang
In the same lines, Coltabaco (PMI) organized the horse oriented to university students.
contest for short films by young artists, Instinto
Bogotá, and Protabaco has also sponsored In the category community campaigns, it is
regional festivals (Cabalgata, concierto, toros y worth mentioning two initiatives. One oriented
silletas son las actividades programadas para la toward the adaptation of former members of
fiesta de Sogamoso, 15 de julio de 2010). illegal armed forces and the other to support
victims of natural catastrophes (mainly due to
The following are programs classified in the heavy rainy seasons). Regarding the first
the second category, youth campaigns. Since groups, Coltabaco and other firms started three
2008 BAT Colombia, in cooperation with programmes: the first one, offered help to these
Fenalco, started a campaign called Prevención people to become managers in 25 mini-markets
de Fumadores en Menores de Edad (Smoking (Artuz, 24 de noviembre de 2011); the second
Prevention Among Minors) (Comprometida con one is a programme to engage them in tobacco
la prevención del consumo de tabaco en menores agriculture (Piden erradicar miedo de contratar
de edad, 30 de agosto de 2008). Likewise, desmovilizados, 05 de mayo de 2011), and the
Coltabaco reinforced this campaign with a third is the initiative Ruta Ciudadana (Citizen
programme oriented to small retailers called No path), which offered a tour around Medellin
somos adivinos muéstranos tu cédula (We are not with recreational purposes and workshops
psychic, show us your ID) (Campaña contra el about territory, identity, community life, among
cigarrillo para menores de edad, 20 de octubre de other topics (Mira, 31 de diciembre de 2011).
2008.). Later, in 2010, BAT Colombia, Fenalco, Otherwise, to the victims of the floods, BAT
RCN Compromiso Social and Petrobras started Colombia jointly with the foundation Un techo
the campaign Dígale sí a su responsabilidad para mi país (A roof for my country) organized a
volunteer plan to build 12 housing units in four (Mustang). Bakanica is a magazine edited
cities, an activity funded with the money and by a university with links to an international
time provided by the firm’s employees (Alianza health care organization, and distributed free
de BAT Colombia con un techo para mi país, 03 of charge in the main universities in Colombia.
de abril de 2010). The contest´s prize was the full payment of one
semester’s tuition.
In the fourth category, environmental pro-
grammes, Coltabaco organized the campaign The Federación Nacional de Comerciantes
Green Print to encourage among the company’s (Fenalco) produced a brochure about the Anti-
employees a reduction in the consumption of pa- Tobacco Law and its restrictions. The material
per and printing materials (Ambientes laborales is not explicitly linked to any tobacco company,
sanos, 24 de marzo de 2010). In 2010 Protaba- but BAT reports alliances with Fenalco. This
co received a recognition for his environmental brochure states that “the law does not restrict
friendly activities (Premiaron a 58 empresas bo- commercialization, production and distribution
gotanas por ser amigables con medio ambiente, of cigarettes.” This clearly misinforms the
22 de diciembre de 2010) and Coltabaco was a public because although Colombian legislation
candidate at the Portafolio Prizes in the Social allows engaging in these activities, they are
Responsibility category. In 2011, BAT Colombia clearly subject to restriction.
launched a project with Universidad Nacional to
promote organic tobacco crops, without using Finally, it is important to stress the pattern
artificial fertilizers and pesticides, with the pur- observed in tobacco industry’s CSR program-
pose of positioning Colombia as a supplier with mes, which always takes place in alliance with
denomination-of-origin cigarettes (Cigarrillos recognized institutions, mostly those dealing
con sello propio, 21 de junio de 2011). with problems in the agricultural sector. Many
of these projects become symbolic program-
The final category, regulation, appears mes of public-private partnerships addressing
in the review rerun on 2015, september 30. problems related with the efforts to advance in
PMI makes explicit in its web page its interest the development process of the country. This
of making “advocacy to establish regulations kind of interventions in the agricultural sector
around the world that help prevent tobacco is perceived as very important in the Colom-
consumption by minors” (Philip Morris bian case, considering local concerns about illi-
Internacional, PMI, 2015a). Additionally PMI cit crops substitution and poverty in rural areas.
considers its responsibility to make its “views Apparently, this is one of the image-building
clear to those who have the potential to affect strategies used by the tobacco industry to jus-
the laws, regulations, and policies that can tify the expansion of its tobacco production in
influence [its] global business” (Philip Morris Colombia.
Internacional, PMI, 2015b, traducción del autor).
Discussion
Other results
After understanding the Colombian con-
Other results that could be related with text and the trends in CSR strategies of tobacco
the tobacco industry´s CSR were identified companies in the country, the next step is the
during the search process: analysis of these activities from the perspective
of different approaches presented in a previous
The Magazine “Bakanica” included an section: Cause-related marketing, corporate
add promoting a contest to redesign the horse constructivism, maximizing the shareholder va-
symbol which identifies a leading local brand lue and the common good approach.
(2009, p.1289) say that “[…] only by knowing right because for millions of people, smoking
its history and conduct, monitoring its current is part of an adult lifestyle… We are right
behaviour, and regulating and restricting the because cigarettes are a legal product… What
environment in which the industry operates, some people may not understand is that we are
can public health strategies be effective”. In this an ethical company. Our tobacco business may
case, the law compliance can be effective. From be controversial, but we are principled people
this perspective, it is important to actualize this who are honest and straight-dealing […]”
study in future researches. (Hirschhorn, 2004, p. 449).
has identified itself as an ethical firm: “In 1996 tarios? IESE Occasional Paper, 3(7),
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World Health Organization-[WHO]. (2003)
Framework Convention on Tobacco
Program of Smoking
Program of Smoking
Program of Smoking Prevention in Prevention in Children
Prevention in Children
Children in 2008 closely with retailers
in 2008
and other partners.
Education
Global program to
Education offer education for
Volunteer Program
Program to renovate children in tobacco Employment
- 2010
rural public schools and areas and for teachers. Job Generation for
Alliance with founda- Supported in NGOs to improve lo-
to improve teaching displaced people by
tion “Un techo para cal communities through donations
curriculum for children Financial support to violence, illicit production
mi país” to help in and volunteer activities.
in rural communities in teachers, community or under extreme poverty
provisional housing
alliance with the Minis- groups and other conditions.
solutions.
try of Education. specialists to prevent
tobacco consumption
by minors
British American
Tobacco Colombia
Foundation British American Tobacco Colom- Hunger and Extreme
Hunger and Extreme
Created in 2000 this bia Foundation Poverty
Poverty
foundation intends Created in 2000 this foundation Global Programs to
Global Programs to pro-
to support cultural intends to support cultural activities provide direct relief
vide direct relief to poor
activities in Colombia, in Colombia, like popular festivals, to poor and hungry
and hungry people.
Social like popular festivals, national artists exhibition, etc. people.
national artists exhibi-
tion, etc.
Domestic Violence:
Support refugees, child
Domestic Violence protection across the
Support refugees, child country, emergency
protection across the financial assistance
country, emergency and legal services.
financial assistance and
legal services. Training for women
in alliance with other
companies and govern-
ment organizations
“Advocacy to esta-
blish regulations …
to prevent tobacco
consumption by mi-
nors” (PMI, 2015a)
Note: This table summarizes, according to categories established by the author, the CSR programmes stated by BAT and PMI in their local and
international web pages respectively.