It is also important that health efforts not be sidetracked by tobacco interests' claims that the association between sponsorships and tobacco consumption must be clearly delineated, with standards of proof that are often unattainable, prior to any restrictions on the marketing of tobacco products. In reality, with so many lives being at stake and there being reasonable grounds to believe that positive associations with a product will promote its consumption, it is important for countries to act as quickly and comprehensively as possible to protect the health of their citizens. In some countries coverage of such events are regulated by a voluntary agreement between the tobacco industry and national authorities. One aim of the agreement is to protect children from the exposure to tobacco promotion by confining television coverage to events with an adult audience. In surveys of children's attitudes to smoking, the sponsorship of sports and other events by cigarette companies is cited as evidence that the Government is not seriously concerned about the problem of smoking.
Children see things straight.
We should be straight with them.