Tough cigarette advertising restrictions come into force

Tuesday, 21 December 2004 12:00 AM

Advertising restrictions on cigarettes and tobacco, believed to be among the toughest in the world, come into force today.

Shops, pubs and clubs wishing to sell tobacco products will only be permitted to have advertisements the size of a paperback book, 30 per cent of which must be taken up by health warnings.

Any violation could result in five months in prison or a fine of up to £5,000. Trading standards officers will be responsible for enforcement.

The regulations come into force today after the Department of Health won a High Court legal battle with tobacco manufactures trying to overturn the regulations. The six companies that tried to overturn the restrictions were British American Tobacco, Imperial Tobacco, Gallaher, Philip Morris, SEITA and Cherwell Tobacco.

Today's measures were originally contained within the Tobacco Advertising and Promotion Act 2002, which introduced a general ban on tobacco advertising and most forms of tobacco sponsorship.

Speaking this morning, Health Secretary John Reid said: "These new regulations will mean that people will no longer be bombarded by the large, colourful tobacco advertising at their local supermarket of corner shop. The advertising will be rightly confined to a small area and only on the place where the tobacco is displayed.

"This is one element of our plans to help people stop smoking and reduce the numbers of people who take up the habit. The recent Public Health White Paper sets out action on smoking in public places and plans to extend and improve NHS smoking services. Seven out of ten smokers want to give up and we are committed to providing the right environment and support for them to take this decision and stick to it."

He added that: "Tobacco advertising and sponsorship have encouraged children and young teenagers to start smoking by promoting the image of smoking as glamorous. We know that this is not the case - it is addictive and deadly."

Unsurprisingly, the new restrictions have been welcomed by campaigning groups. Jean King, director of tobacco control at Cancer Research UK, said: "Point of sale has been an opportunity for tobacco companies to promote their deadly products and we are pleased that this loophole has now been closed. We fully support a ban on all tobacco advertising and promotion because research shows it saves lives."

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