It contains arguably the most comprehensive strategy to tackle smoking embarked upon anywhere in the world. It represents a huge leap forward in our efforts to reduce smoking in the UK, and is a critical contribution towards achieving the overall aims of our public health strategy and reducing deaths from cancer and heart disease. Informed by evidence and international experience, it covers the whole range of measures needed to tackle this issue. We have put together a balanced package of measures. Legislation is used only where required, to implement the EC Directive on the advertising and sponsorship of tobacco products.
Individuals have a great part to play in looking after their own health and that of their families.
We believe that the balance is right and that it will deliver the results we are determined to achieve. But we will be monitoring the outcomes closely. If it looks as though some of the measures may not be as effective as we hoped, we will be ready to re-examine particular problems and to consider tougher action. While our aim is to make existing legislation work better, we will not rule out the option of new legislation in particular areas if it becomes the only realistic way to make progress, all other avenues having failed to deliver enough. 10.4 Smoking kills in England, Scotland, Wales and Northern Ireland.