Burning Desire: from those wonderful folks who brought you lung cancer…
In this revealing documentary, tobacco chiefs seem disturbingly reasonable in their pursuit of profit
Why won't cigarette companies die? Despite countless good reasons to quit the habit, the tobacco industry still sells six trillion cigarettes a year, resulting in profits of £30 billion – and five million deaths.
If airlines or supermarkets killed even a fraction of that number of their customers they would be out of business in weeks. Yet big tobacco seems to be in rude health.
Burning Desire, Peter Taylor's two-part documentary for BBC2, sets out to challenge and explain that remarkable resilience.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Taylor has spent 40 years confronting the tobacco industry, watching as it retreated from deception and denial into public silence. Now, he says, it is on the front foot again, fighting back against anti-smoking laws, expanding into the developing world and finding new, more socially acceptable ways to deliver its products.
This documentary, and British American Tobacco's willingness to contribute to it, is in itself evidence of renewed confidence. To the tobacco executives, it was an opportunity to put the PR plan into action – and, despite Taylor's dogged attempts to corner them, they will probably be pleased with the results.
The BAT executives give a masterclass in public relations jujitsu, neutralising their inquisitor with a show of studied reasonableness. They meekly acquiesce to point after point until Taylor is the one who seems unreasonable.
They concede that cigarettes cause cancer – but then, in the face of such overwhelming evidence, what choice do they have? They are happy too to condemn the actions of their predecessors, knowing that they can do so with no risk to the bottom line, and happier still to look forward to a future in which their profits come from low-risk electronic cigarettes.
But the present remains more challenging. It is clear that the policy of concession stops just before the point at which it might affect today's bottom line.
No one from BAT will accept, for example, that the company has an interest in encouraging more people to smoke. What little marketing they are allowed is, they insist, aimed purely at luring current smokers from rival brands. And they are shocked, shocked that each year 200,000 children aged 11 to 15 take up the habit.
The anti-smoking campaigners are having none of it. "They need children to start smoking to replace the smokers they lose," says one. "The more successful they are," says another, "the more people will die."
Compare those short, clear, declarative sentences with the soporific language of Kingsley Wheaton, BAT's unimpeachably reasonable corporate affairs director.
"British American Tobacco is committed to a progressive future," he says. "We are different because we are at the forefront of driving that tobacco harm-reduction future."
The precise meaning of the words might elude even the most attentive viewer, but the overall message is clear: relax, we're here to stay, and everything's going to be fine.
Part 2 of Burning Desire is on BBC2 next Thursday at 9.30pm
Holden Frith tweets at twitter.com/holdenfrith
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Holden Frith is The Week’s digital director. He also makes regular appearances on “The Week Unwrapped”, speaking about subjects as diverse as vaccine development and bionic bomb-sniffing locusts. He joined The Week in 2013, spending five years editing the magazine’s website. Before that, he was deputy digital editor at The Sunday Times. He has also been TheTimes.co.uk’s technology editor and the launch editor of Wired magazine’s UK website. Holden has worked in journalism for nearly two decades, having started his professional career while completing an English literature degree at Cambridge University. He followed that with a master’s degree in journalism from Northwestern University in Chicago. A keen photographer, he also writes travel features whenever he gets the chance.
-
Why Man United finally lost patience with ten Hag
Talking Point After another loss United sacked ten Hag in hopes of success in the Champion's League
By The Week UK Published
-
Who are the markets backing in the US election?
Talking Point Speculators are piling in on the Trump trade. A Harris victory would come as a surprise
By The Week UK Published
-
Crossword: November 3, 2024
The Week's daily crossword
By The Week Staff Published
-
Threads: how apocalyptic pseudo-documentary shocked a nation
In the Spotlight The rarely shown nuclear annihilation film will reappear on TV screens this week
By Rebekah Evans, The Week UK Published
-
'Ludwig': David Mitchell's new quaint and quirky British detective drama
The Week Recommends The BBC's new cosy crime drama is the 'role of a lifetime' for Mitchell
By The Week UK Published
-
Mishal Husain: BBC journalist shares her six favourite books
The Week Recommends Newsreader and Radio 4 presenter picks works by Louisa May Alcott, Jamil Ahmad and more
By The Week UK Published
-
The Jetty: Jenna Coleman is 'magnetic' in 'claustrophobic' crime thriller
The Week Recommends BBC's new four-part show keeps viewers 'hooked' until the end
By Irenie Forshaw, The Week UK Published
-
Michael Mosley 'collapsed' during holiday hike
Speed Read Tributes paid to 'national treasure' who did so much to popularise science
By Hollie Clemence, The Week UK Published
-
Aitch or haitch: the linguisitic debate that 'matters a lot'
Talking Point 'University Challenge' host Amol Rajan has promised to change the way he pronounces the letter 'H'
By Chas Newkey-Burden, The Week UK Published
-
The Secret Army: the IRA propaganda film forgotten for almost 50 years
Why Everyone's Talking About 'Chilling' BBC documentary reveals how US TV crew documented the inner workings of paramilitary group in 1970s
By Chas Newkey-Burden, The Week UK Published
-
Inseparable Sisters: uplifting BBC documentary about conjoined twins
The Week Recommends A 'refreshingly human and optimistic' portrayal that balances reality with positivity
By The Week UK Published