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Tobacco companies are avoiding extensive bans on sponsorship and advertising by using film and fashion to promote their products, according to claims made by the European Commission.

Despite Europe-wide laws to prevent tobacco advertising on TV and plans to ban it in print media, radio and on the internet, there is currently no legislation covering the promotion of tobacco products by the film and fashion industries.

However, as part of this year's World No Tobacco Day, to be held on 31 May, the EU is calling on its member states to directly regulate such practices.

Health and consumer protection minister, David Byrne, said: "Looking at the presence of tobacco and fashion in film, we need to know more about all the industry's practices, directly or indirectly addressed to promote tobacco products."

He added: "Don't get fooled by the tobacco industry. See through the plot. Don't get fooled by their deadly products."

A complete UK-wide ban on tobacco advertising on billboards, in newspapers and on the internet came into force earlier this year. In-pack promotional schemes and marketing drives ceased on 14 May and the Government is now considering how to regulate point of sale advertising, brand sharing and sponsorship (see Government Puts Deadlines On Tobacco Ad Ban).

European Commission: www.europa.eu.int

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