Health ads lead smoking assault

The government’s tough line on smoking, outlined in its White Paper on tobacco last week, is backed by a new campaign featuring young people who have died or are dying as a result of smoking.

The government’s tough line on smoking, outlined in its White Paper

on tobacco last week, is backed by a new campaign featuring young people

who have died or are dying as a result of smoking.

The ad, created by Abbott Mead Vickers BBDO, forms part of a new pounds

2.5m campaign by the Health Education Authority. The HEA’s campaign

features, with family permission, one woman who died within the past


The campaign could be the HEA’s last through AMV as the government plans

a fresh pounds 50m anti-smoking campaign over the next three years. The

step up in spend was announced in the White Paper and the account will

be tendered in the New Year.

The long-awaited paper signalled that all billboard and press

advertising will end as early as July next year, two years earlier than

required by the EU.

Tobacco sponsorship of sports and arts events is likely to be allowed

until 2003, with global sports such as Formula 1 given a further three


The only exemption will be point-of-sale advertising, meaning that all

forms of consumer direct marketing fall under the axe.

While anti-smoking group Action on Smoking and Health (ASH) applauded

this news, it attacked the government for not clamping down harder on

’brand stretching’ such as Camel boots.

’The government says that as long as distinct branding is used, it is

prepared to allow the dual use of established brand names. This is a

subtle form of tobacco advertising,’ insisted Clive Bates, director of



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