Magazine article Marketing

EC Softens on Tobacco Ads

Magazine article Marketing

EC Softens on Tobacco Ads

Article excerpt

EC softens on tobacco ads

European proposals which would have stamped out creative imagery in UK tobacco advertising have been dropped in what looks like a major reprieve for the industry.

Health officials from European Community (EC) governments met in Rome last week, determined to finalise a legally-binding agreement on tobacco advertising during Italy's six-month presidency of the European Community, which has just started.

While traditionally Italy has been strongly prohibitionist towards tobacco ads - it has had a national ban for over 20 years - it is proving less hawkish while it occupies the chair.

The search is now on for a compromise which health ministers can consider by the end of 1990. A favoured plan is to legislate on the lines of the UK Advertising Standards Authority (ASA) rules designed to avoid ads that glamorise smoking.

This is seen as a concession to member-states like the UK and the Netherlands which continue to use "imagery". …

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