We fully recognise that all rights carry responsibilities and therefore all advertising should be regulated. In the case of tobacco advertising in the UK these constraints are extremely rigorous and cover advertisement content, choice of media and advertising expenditure. They are effective. An understanding of the role of advertising in this particular market is one of the most misunderstood aspects of the whole debate, sometimes deliberately so. The reality is that almost all established and mature markets, particularly one with the unique constraints of this market, use advertising for a different purpose.
Advertising is a competitive activity enabling manufacturers to compete for market share.
All such advertising may have an influence on consumer choice and brand preference, but not on overall market size. This is the bit that most people in favour of a ban want to ignore. Denial of a proper understanding of advertising in this market becomes an excuse to dismiss any rational consideration of the evidence. The UK has a remarkably successful anti-smoling policy. However, the figures for young people haven t declined and most recently have shown a small and unwelcome increase.