Under the pressure of FCTC, the tobacco corporations in China deliberately plan the different strategies towards domestic and overseas market in order to escape the supervisement of FCTC and also to mislead the consumers. At the same time, Those companies play the “culture” card actively, changing the way of advertising to induce the consumers to buy the cigarettes regardless of the harm to health.

The usual methods used by those companies is to link the tobacco brand with the common value orientation of the citizens. For example, the “Chung Hwa” linkes its brand by advertising “Love My Chung Hwa” which means love the motherland in China. 

The actual propose of the advertisement is to increase the consumption and foster the recognition to the cigarettes of the next generation. It even impresses on the next generation by sponsoring the Hope Schools and sprots events and providing the bursary. It seems a kind support but actually a worse act. For instance, the school motto of SiChuan Hope School is “Determine to contribute to the society, tobacco helps you to be talent”. How will children feel when they see that motto? That’s a really unethical problem most Chinese tobacco companies commit. http://china.globaltimes.cn/society/2010-09/577420.html