1. Ruth Ostrow, “Singo fights for game, not money,” The Australian, November 18, 1991, p. 4.
2. John Singleton, “Singo’s smokin’ gun,” Australian Business Monthly, February 1992, pp. 64-66.

1.
Ruth Ostrow, “Singo fights for game, not money,”
The Australian, November 18, 1991, p. 4.

Recently an American network ran a program on Australia which I was lucky enough to catch while in New York. Many of our politicians, businessmen and celebrities spoke.

When it came to John Singleton — advertising superstar and in many ways the “great Aussie battler” — there was one distinguishing feature. The interview was subtitled.

Ribbons of English translation ran underneath the enthusiastic adman as he threw his arms about, rambled and chattered in his inimitable fashion about the way we are in this country.

But if the Yanks don’t understand where “Singo” is coming from, they are not alone.

John Singleton has raised eyebrows all around the country with his decision to back the unpopular pro-tobacco lobby in its fight against advertising bans in NSW.

Singo is an ex-smoker, a fitness fanatic, a sports lover and father of several strapping children. Why on earth would he take on a campaign in support of cigarette advertising and sponsorship at sporting events when smoking causes such damage to health?

Bleak picture of prohibition

“It’s not for money,” he said last week in his Hunters Hill nerve centre in Sydney.

“The Tobacco Institute account is actually one of my smallest by far. By far. It’s tiny in comparison to other clients. And we probably won’t win this.”

He is leaning back in a large leather chair, legs on the desk, arms behind his neck. Around his head float millions of tiny cockatoo feathers. Bernie, with whom he shares his office and who is busy chewing buttons off Singo’s jacket, is moulting.

Piles of notes are scattered about his office floor. There are reports and statistics on tobacco-related deaths, smoking habits in countries like the Soviet Union where they don’t advertise, and there are the beginnings of the controversial pro-tobacco industry sponsorship ads he is working on.

The latest ad provides the answer to what has drawn Singo to the account. On it is a picture of a sports stadium. The ad says: This is how our stadiums will eventually look if we ban tobacco sponsorship.

Around the stadium are the following posters: Leash your Dog; Safe Sex — We’re Watching; Don’t Litter or Spit; Meat Cholesterol; Salt Hard Arteries; Buckle Up, Buckle Under; Wear a Helmet or Else!; Fence Your Pool; Speed Cameras are Watching You.

A rather bleak picture of prohibition city.

He says:

If you allow this to go through now, next it will be banning of beer and alcohol ads and sponsorship. Alcohol is bad for you. Then it will be soft drinks. They’re bad for you. They contain sugar, then other products. It goes on and on.

In England recently they knocked back sponsorship of Mars Bars at a sporting event because it encouraged children to eat sweets.

This is not about tobacco. I cannot defend smoking. I know it is bad. I gave it up 20 years ago. It is about freedom of speech. I don’t want the government telling me what to do and how to live, do you?

I can make my own choices and so can my children.

He is out on a limb, but he has become deadly serious. This is no sales pitch. He is fidgeting nervously. To Singo a world without sport is like a world without light, and he is visibly distressed by the mere thought of it.

Disturbing statistics on smoking habits among the youth in Australia are not going to move him on this one.

He stands up to take solace in the company of Bernie who keeps interjecting with “Hello, pretty cockie” to win his boss’s attention.

Singleton tenderly lifts the birds wing and kisses all up its chest and side. He kisses its head and tells it that he loves it and that he will miss it terribly. He is off to the United States for a week with his client, Ansett, to look at the consequences of airline deregulation in the States.

He says:

I love living things. I love birds and nature.

I am not saying smoking is good, and I would never support a campaign that said it was. This is about the right to advertise. This is about people imposing their values on other people. I took this campaign because I wanted to. It felt right.

It’s no use arguing with him about the effect cigarette advertising has on those who don’t know better — like uneducated children — either. Singo has a street kid, a young boy, working and actually living in his office.

He is back to his cheerful self as he bids me goodbye.

“Remember the only statistic you can trust is this. One hundred per cent of people die, anyway.”

It may not be relevant to any reasonable argument but Singo, who turned 50 last week, seems to have assuaged his conscience with it — for the time being.

***
2.
John Singleton, “Singo’s smokin’ gun,”
Australian Business Monthly, February 1992, pp. 64-66.

The tobacco advertising prohibition is just the first on the do-gooders’ hit list, says John Singleton in this exclusive article. He calls to arms all who value their freedom.

In New South Wales, a puritan and his wife have assumed the power to decide who and what is good for the public. The Reverend Fred Nile only got 3.6 per cent of the vote at the last state election and yet he is able to impose his minority wowser views on 100 per cent of us.

Fred and Elaine Nile find themselves in this delicious position because the balance of power in the NSW parliament is decided by a handful of independents. Nile and his wife are the most influential of the lot.

I have no argument with Nile’s views, so long as he doesn’t impose them on me. But he can and he does.

He does this because the Labor opposition in NSW are so hungry for government power that they will support anything in return for Nile’s support.

Fred Nile thinks we shouldn’t smoke and he thinks we shouldn’t drink or gamble or swear or play sport on Sunday, etc, etc. So, when he proposed a bill to ban point of sale advertising of cigarettes and sponsorship by tobacco companies, he was on a winner.

Opposition leader Bob Carr tells me he honestly agrees with Nile. May God save us from bible-bashers and bush walkers.

Carr’s shadow health minister, Dr Andrew Refshauge, agrees to the extent that he has told the executive director of the Tobacco Institute that his long-term objective is to have the entire tobacco industry and everyone who works in it out of business entirely.

Remember when the Labor Party was about the ordinary bloke and jobs?

Premier Nick Greiner saw the bill for what it was: a gross and unnecessary invasion of freedoms of all kinds — not just speech.

But, even though Greiner personally feels strongly about the issue, his government is holding on by the thinnest of threads; so when a couple of his weak sister colleagues threatened to cross the floor of parliament on the anti-tobacco bill, he had no political opposition other than to let the bill through “with amendments”.

These amendments mean little or no change for the major sponsors of major sports and arts for an indefinite period — but they mean a massive dislocation of all freedoms generally.

Yes, we still have rugby league’s Winfield Cup. Yes, we still have Benson and Hedges cricket. But NSW is now a state where it is a criminal offence for a tobacconist to says he is a tobacconist. Now it is a criminal offence for any shop-keeper to display tobacco point-of-sale, inside or outside his shop.

No-one cares that much because no-one cares too much about the tobacco industry.

Principles are easy to forget when the product is unpopular. I don’t recommend the product — unless you want it.

But a product is either legal or it’s not. And if it’s legal, companies should be free to advertise to their heart’s content. It is not a free society when one group is free to say a product is a killer and the manufacturers of the product in question are not allowed to respond.

The fact is that we all die in the end. Even bible-bashers and bush walkers.

This is not a debate about medicine or science, but having read thousands of pages of evidence and counter-evidence on the subject, I have learned only three things to my own complete satisfaction about cigarette smoking and cancer:

1. Rats that are experimented upon do not live as long as rats which are not experimented upon;
2. People with larger than average size feet have a larger than average size chance of getting lung cancer; and
3. There are more old drunks than there are old doctors. [That’s a joke from Rabelais.]

No-one can explain to me why the Russians are the heaviest smokers in the world even though advertising doesn’t even exist there. No-one can explain why the Japanese have “happy mind and happy heart” written on cigarette vending machines available to everyone, including children, 24 hours a day, smoke like chimneys and yet lung cancer is virtually a rarity.

But let us move from product to principle. The principle is that freedom of expression is part and parcel of a free society.

The arguments for banning the advertising of all the products details in the “Anti-advertising hit list” are no different from those relating to tobacco.

ANTI-ADVERISING HIT LIST
You might be for or against cigarette advertising, but did you know that there are bills before the parliaments of Europe, the United States and Canada which today threaten to prohibit the advertising of:
— Alcohol;
— Pharmaceutical products;
— Financial services;
— Foods considered to be too high in cholesterol, salt and/or preservatives;
— Gambling and gambling related products;
— Motor cars;
— Politics (as in Australia);
— Religion.
— Also, there are curbs and bans on the advertising of children’s products and products which may be consumed by children.

The paternalistic do-gooders are all high-sounding but low-meaning. They suggest a state where the government is the sole determinant of what can and cannot be said and sold because the state is all-wise and we poor public are all thick as two planks — which is probably why we put the politicians there in the first place.

The sad fact is that we refuse to learn from history. And if you don’t learn from history it repeats itself. It’s unlikely, for example, that the Japanese government is at this time planning to attack Pearl Harbour. But the equally important lesson of the failure of prohibition seems lost on us all — in the media specifically and the community at large generally.

When Pope Pius V was elected in 1566 he became an instant role model for the Reverend Fred Nile. Pope Pius immediately went to war on moral laxity. He banned booze and bad language. He banned recreation on a Sunday and confined the prostitutes of Rome to a small section of the city marked with red lights. He then expelled the Jews, urged war against protestants and excommunicated Queen Elizabeth of England.

The only thing that worked was the red light district, which is still with us today.

The Fred Niles of this world struck again in a big way in America early this century. By 1916 the US had 24 dry states and Sydney introduced 6 o’clock closing.

In 1920 alcohol prohibition in the US became federal law and Elliot Ness never looked back. Hip flasks became as necessary as a coat and tie at social functions. President Harding even had to pass another federal law banning doctors from prescribing alcohol as medicine.

Travel to booze-legal Canada boomed and a whole new industry was created overnight: speakeasies — sly grog shops — were as big as McDonald’s is now and ordinary law-abiding people who liked a beer or two developed a disrespect for the law and those charged with policing it.

A whole new criminal class was created then, just as there will be in Australia.

During prohibition, murder became the second largest growth industry in the US — even though guns too were illegal at the time.

It took until 1933 for President Roosevelt to terminate the failing 13-year booze ban with the immortal words, “I think this would be a good time for a beer.”

Some states persisted. Prohibition remained in force in Kansas for 68 futile years until its repeal in 1948.

In 1928, the New Zealand government lost 25 seats, and government, when it went to the polls on a prohibition platform. In Queensland a 1920 referendum was held offering voters three choices: state management for the liquor industry, prohibition, or no change. The Queenslanders voted overwhelmingly for no change.

But we seem not to have learned a thing from history. Grog was the demon yesterday. Today the dreaded cigarette is first on the hit list.

The government will still cop its billions of dollars in extra taxes from smokers and give back threepence in Quit campaigns and other do-gooder camouflage.

Prohibition has never worked. We can see its result today — the streets are littered with kids selling out for drugs which are supposed to be unavailable.

We see a great state being run by a man with only 3.6 per cent electoral support.

We see a country where the minority Democrats and the federal ALP have mounted a new anti-advertising bill which will make it illegal for minority groups to speak out against the government … a law which will make it impossible for any new political party to ever have a voice … a law which will entrench the existing two parties with talking-head advertising using time stolen from privately owned TV stations.

It’s 1992 and it’s 1984 already.

And yet those who are most affected have been silent. The advertising industry and the media. Dead silent.

But just as booms become busts and busts become booms, so the ball will inevitably bounce. In the 1990s I believe the communication industry will awaken from its gigantic slumber with a roar. It will become as unpopular to chop down a freedom as it is to chop down an old gum tree.

Freedom will become the issue of the 1990s. Freedom of speech. Freedom of action. Economic and personal freedoms. The freedom to do what we like when we like so long as we hurt no others.

Politicians vote for popularity, and when they see how unpopular tampering with our freedoms is they will act. “Freebies” will become as valuable as “greenies”.

At the moment freedoms aren’t an issue. But given the power of the media and the power of the argument, this will all change in the next 12 months. It will be on agenda because the media’s own self-interest will waken with a bang to the massive dollars at risk.

The dollars will become principles and the principles will become votes. You can bet on it.


___
Further reading for Economics.org.au readers
20 years earlier John Singleton wrote about cigarette advertising in: “Cancer country,” Advertising & Newspaper News, May 14, 1971, p. 4; and “Cancer country continued,” Advertising News, April 28, 1972, pp. 4, 19.