PROFILE: JOHN CARLISLE EXECUTIVE DIRECTOR TMA - MR UNPOPULAR

’John Carlisle is one of the most offensive men in the House of

Commons, with a long track record of repugnant remarks,’ said Alex

Salmond, Scottish National Party leader, last October.

’Racist, misogynist, insensitive,’ echoes the chorus of politicians who

have lined up to condemn the former right-wing Tory MP for Luton North,

who made headlines for his support of South Africa back in the days of

apartheid.

So would you choose this guy as your top public relations man with the

brief to fight your corner against the threat of an advertising ban from

the new Labour government?

The Tobacco Manufacturers’ Association did.

Since August this year Carlisle has been the TMA’s executive director of

industry affairs, after quitting politics before Labour romped home at

the last election, taking his old seat with them.

His appointment raised a few eyebrows. With Tony Blair’s new government

sailing on a tide of popular reform and determined to clamp down on

tobacco promotion, was it sensible to pick as your public face a man who

has the political correctness of Bernard Manning after six pints of

bitter?

’The TMA wanted someone who was upfront, used to controversy and with a

thick skin.’

Good choice then. This, after all, is the man who talked of ’revenge’

after Millwall football fans had wrecked Luton’s ground in the late 80s,

who tried to ’understand’ apartheid and more recently accused Dunblane

parents of ’hysteria’ over hand guns. Oh, and he’s also a

non-smoker.

In the flesh, Carlisle, 55, isn’t the abrasive street-fighter one

expects.

I was warmly welcomed into his office near St James Park. Behind the

desk is a picture of two cherubic angels (a closer look reveals one is

holding a fag).

Sitting beneath them is a rather charming fellow who listens patiently

and has a cheery anecdote for all occasions.

Carlisle is happy because he relishes his new role. ’I’ve got a proper

job at last,’ he quips to a former colleague on the phone.

Yet a few minutes earlier, as our photographer was setting up, he was

advising a colleague on how to stall the moral crusade by health

secretary Tessa Jowell.

Carlisle admits it’s not an easy job. ’Tobacco companies need to be

aggressive if they’re to hold their ground.’

It sounds like he hasn’t mellowed. ’If anything the move has sharpened

me; I was getting a bit dulled in politics. I do have to curb excesses

of language as I’m subject to libel laws,’ he smiles wryly.

Carlisle says he suffers no pangs of conscience in promoting an activity

which Action on Smoking and Health says kills 120,000 British adults a

year, half of them in their middle age. ’I sleep soundly at night. I’m

simply defending adults’ freedom of choice to use a legitimate

product.’

He admits he regrets some of his past outbursts. He revises this to say

he regrets their ’interpretation’. ’This is true about Dunblane. I was

just trying to bring a bit of reality to the situation.’

Now Carlisle is facing the reality of a ban on most forms of tobacco

marketing. What can he hope to achieve? ’There are two chinks of

light.

One is direct mail; we must be allowed to communicate with adults. The

second is sponsorship, where the government is beginning to waver. They

realise the strength of our relationship with sport.’ He admits the

latter is hardly a great shaft of sunlight. Pragmatically, the industry

is pleading to retain the existing voluntary agreement, which could be

extended to a total ad ban.

As the lobbying battleground moves toward Europe, does he see an

additional irony for one of Britain’s most passionate Euro-sceptics?

’I think it’s irrelevant. The government is determined to implement this

legislation. It’s just trying to be a good European.’

He says his role is a logical progression from politics. He sees it as

preserving free choice in controversial areas and equates the ’nanny

state’ with the worst excesses of socialism.

Carlisle has previous connections to the tobacco industry - he spoke in

favour of sports sponsorship in 1981 and helped ’talk out’ anti-smoking

bills during the 80s and 90s.

It’s easy to be impressed by Carlisle’s candour and willingness to deal

with controversy. But behind the smile is there really a dangerous man

who puts an ideology of personal freedom above social

responsibility?

When the talk turns to defending the indefensible, Carlisle draws an

interesting parallel. ’We don’t object to the lawyers who represent

people like Myra Hindley,’ he says. His argument, and it is a valid one,

is that in a free society even unpopular causes deserve their

champions.

While I’m musing, Carlisle is off. He’s in a rush. He’s going to his

Bedfordshire estate ’to massacre some ducks,’ he laughs.

BIOGRAPHY

1964-1978: Country grain trader

1978-1979: Grain buyer, Louis Dreyfuss

1979-1997: Member of Parliament, Luton North

Present: Executive director of industry affairs, Tobacco Manufacturers’

Association.

This article was first published on Marketing