In general, smoking in women in Asia started later than in the west, and smoking still remains at a relatively low level. (2-10%) although the habit of tobacco chewing among Indian women is widespread.
The tobacco industry first targeted Asian males, but from 1990 adverts targeting women appeared, along with brands designed to appeal to women, eg, so-called ”low tar”, menthol, long, white cigarettes.
The promotion directed at Asian women equated smoking with health, success, slimness, emancipation, glamour. |
