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Introduction 02
Why does the tobacco industry need to
catch teenagers and young adults? 03
What is the tobacco marketing net? 05
1. Promotion 05
2. Product Design 08
3. Place 09
4. Price 09
Why are tobacco advertising, promotion
and sponsorship a threat to young
people? 11
1. Increase the likelihood of tobacco use 11
2. Normalize tobacco use 12
3. Endanger health 12
· Why do we need a comprehensive ban
on advertising, promotion and
sponsorship? 13
Is the developing world’s youth
particularly at risk? What about young
women and girls? 14
· Is a comprehensive advertising ban
the only way to protect youth from
tobacco use? 16
References 17
WORLD NO TOBACCO DAY, 31 MAY • TOBACCO-FREE YOUTH
INTRODUCTION
BREAK THE TOBACCO MARKETING NET / 02
“Reversing this entirely preventable tobacco epidemic mustnow rank as a top priority for public health and for politicalleaders in every country of the world.”
Dr Margaret Chan, WHO Director-General
The tobacco industry casts a global net to capture young people in its deadly snare. The industry
spends tens of billions of dollars each year marketing its products, and enticing young people into
tobacco addiction is a major goal of these efforts. With a closely woven marketing net that includes
advertising, promotion and sponsorship, the industry has successfully linked tobacco with glamour,
fun and adventure to lure the world’s youth. The more young people are exposed to these
messages and ploys, the more likely they are to use tobacco.
Approximately 1.8 billion young people aged 10-24 live in our world today, more than 85%
of them in developing countries. Having survived the vulnerable childhood period, these
young people are generally healthy. However, as the tobacco industry intensifies its efforts
to hook a new generation of replacement smokers, the results will be catastrophic.
Currently, 5.4 million people die each year from the global tobacco epidemic. The death toll
is rising relentlessly, and will reach over 8 million a year in two decades, with more than 80%
of those deaths occurring in the developing world. Unless major action is taken, it is
estimated that up to one billion people could die from tobacco use during the 21st century.
To reverse these trends and protect young people from the harm caused by tobacco, we
must move beyond half-measures. We must break the tobacco marketing net by banning
tobacco advertising, promotion and sponsorship. Partial advertising bans are ineffective;
the tobacco industry adeptly shifts its resources from one promotional tactic to another.
Only a total, comprehensive ban on tobacco advertising, promotion and sponsorship will
effectively reduce tobacco consumption. This is clearly reflected in Article 13 of the WHO
Framework Convention on Tobacco Control, and is also a major element of the WHO
MPOWER policies to reverse the tobacco epidemic.
The World Health Organization dedicates World No Tobacco Day 2008 to a global ban on
all tobacco advertising, promotion and sponsorship and calls upon governments,
organizations and individuals to help break the marketing net so that young people around
the world can grow up tobacco-free.
BREAK THE TOBACCO MARKETING NET / 03
“… If the tobacco companies really stopped marketing tochildren, the tobacco companies would be out of businessin 25 to 30 years because they will not have enoughcustomers to stay in business1.”
Bennett LeBow
CEO of Vector Group, Holding company
for Liggett Group Inc.
The survival of the tobacco industry depends on attracting and retaining young people as
consumers of its products. Without new, young tobacco users to replace those who quit or
die, the tobacco industry could not continue to exist.
The industry claims that tobacco marketing only influences brand loyalty in current
users and does not recruit new smokers. But research shows otherwise. Many
consumer studies have consistently shown a strong link between advertising and
smoking in young people. The more aware and appreciative young people are of
tobacco advertising, the more likely they are to smoke or to say they intend to. In
addition, the renowned Cochrane Collaboration reviewed nine major studies that
followed more than 12 000 nonsmokers and their exposure to advertising. It found
that, in all of the studies, nonsmoking adolescents who were more aware of, or
receptive to, tobacco advertising were more likely to become smokers later2.
Corporate documents also show immense efforts by cigarette manufacturers to monitor
youth smoking patterns of use and preferences3 . Youth lifestyles, attitudes, motivations
and aspirations are all subjected to detailed market research, and every strategy is used to
attract and retain young people as consumers. This intense focus on young people
reinforces how important they are to the industry’s bottom line.
WHY DOES THE TOBACCO INDUSTRY NEEDTO CATCH TEENAGERS AND YOUNG ADULTS?
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“The cigarette industry has been artfully maintaining thatcigarette advertising has nothing to do with total sales.This is complete and utter nonsense. The industry knows itis nonsense. I am always amused by the suggestion thatadvertising, a function that has been shown to increaseconsumption of virtually every other product, somehowmiraculously fails to work for tobacco products7.”
Emerson Foote, 1988
Former advertising executive
While youth tobacco sales help to generate immediate revenue for tobacco companies,
what is most important to the industry is capturing smokers while they are young to
establish long-term consumer relationships. New smokers quickly develop brand loyalty
and by hooking young smokers to a particular brand, a tobacco company will generate
revenue for the long term. As young smokers move from experimentation to addiction, the
only winners in this scenario are the tobacco companies and their shareholders.
The tens of billions of dollars that the industry spends each year to market its products
would thus appear to be a worthwhile investment in creating and sustaining high levels of
youth smoking. As a consequence, most people begin using tobacco well before the age
of 18 years4,5, and almost a quarter of them begin using tobacco before the age of 106. The
younger children are when they first try smoking, the more likely they are to become regular
tobacco users and the less likely they are to quit. To the tobacco industry, the world's 1.8
billion youth, particularly the 85% of this population living in developing countries,
represents the key to its continuing survival.
BREAK THE TOBACCO MARKETING NET / 05
WHAT IS THE TOBACCO MARKETING NET?
The tobacco industry’s marketing net is made up of many strands of advertising, promotion
and sponsorship strategies, all of which work together to promote and reinforce tobacco
use, particularly among youth. However, to achieve this goal to the maximum effect, the
tobacco industry uses a very sophisticated integrated marketing mix, based not only on
promotion, but also on product, place (distribution) and price8. This strategy is known in
the business world as the “four P’s”.
For example, the marketing of a premium cigarette brand will include advertising strategies
involving mass media and other innovative promotions, wide distribution with point-of-sale
promotions, a stylish and easily recognized pack design, and a price that reflects its select
marketing position. With this kind of synchronized approach, a company maximizes the
cumulative impact of its marketing efforts.
1. PROMOTION
Promotion includes all levels of communication with a target group and includes a
wide variety of strategies ranging from television advertisements and free product
samples to sponsorship of sports and the arts. Although many countries have
banned direct advertising of tobacco products, it is essential that indirect advertising
also be prohibited, since research shows that only a comprehensive ban will
significantly reduce tobacco consumption.
a. Direct Advertising
Direct advertising is a more traditional form of promoting tobacco products and is
conducted via channels such as television, radio, the Internet, magazines and billboards.
One third of countries still allow tobacco advertising on television and half still allow it in
print and on billboards9. According to the Global Youth Tobacco Survey, a worldwide
school-based study of 13-15-year-olds, 56.5% of students reported that they had seen
advertisements for cigarettes on billboards in the previous month and nearly five in 10
students had seen tobacco advertisements in newspapers or magazines. These
percentages were highest in the Americas and Western Pacific regions10.
BREAK THE TOBACCO MARKETING NET / 06
b. Indirect advertising
A large proportion of tobacco marketing is in the more subtle form of indirect
advertising. The industry often relies on this type of advertising in countries that ban
direct advertising of tobacco products. Indirect tobacco advertising does not openly
urge consumers to use a tobacco product, such as a particular brand of cigarettes.
Instead, it uses brand names, corporate names, trademarks, emblems or other
distinctive features of tobacco products in a wide variety of settings and goods to
catch consumers’ attention without naming the product explicitly. Indirect
advertising creates a positive image of a tobacco product that consumers see while
watching a movie, attending a concert or sporting event or shopping for clothes.
Indirect advertising includes “brand stretching,” where tobacco brand names are used on
other products such as T-shirts, hats and backpacks. Young people with T-shirts and
backpacks with tobacco logos become walking billboards, which allows tobacco
companies to circumvent advertising restrictions11. Young people who wear clothing and
accessories displaying cigarette names and logos are four times more likely to smoke than
children who do not12. According to the Global Youth Tobacco Survey, almost two in 10
students reported that they had an item with a cigarette brand logo on it10.
Another common form of indirect advertising is product placement in entertainment
media, such as movies. This may take the form of an actor smoking a particular brand, or a
tobacco billboard in the background of a major scene. Placement fees paid by tobacco
companies are lucrative for the entertainment industry13. Unbranded images of smoking in
movies are also an increasing cause for concern; tobacco use is on the rise in films made in
the USA14 and in India, the world’s largest film industry. Longitudinal surveys demonstrate
a clear dose-response relationship between exposure to smoking in movies and an increase
in the likelihood of adolescents starting to smoke. Studies also show that adolescents who
have a favourite film actor who smokes are more drawn to smoking.
c. Sponsorship
Sponsorship of sports, entertainment and cultural events is another widespread form of
indirect advertising that promotes tobacco use as socially acceptable and tobacco
companies as legitimate members of the community. Sponsorship of racing, music and arts
festivals not only promotes brand and company awareness, but also portrays tobacco
companies as good corporate citizens and associates tobacco products with healthy, active
pursuits15. According to the Global Youth Tobacco Survey, nearly 80% of students saw
advertisements for cigarettes at sporting and other events16.
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“We're in the cigarette business. We're not in the sportsbusiness. We use sports as an avenue for advertising ourproducts… We can go into an area where we're marketingan event, measure sales during the event and measuresales after the event, and see an increase in sales.17”
R.J. Reynolds, 1989
d. Public Relations
A particularly insidious form of tobacco marketing is corporate social responsibility
programmes by tobacco companies, which promote donations and sponsorship of positive
social causes – such as education, environmental protection or public safety – using a
corporate name. This is especially popular in countries where direct advertising and tobacco
brand sponsorship are banned. Corporate social responsibility programmes often provide
grants and scholarships for college students, as well as contributing to the arts, including
museums, dance troupes, theatres and educational institutions. Organizations, programmes
and events that represent or serve youth are also recipients of donations from tobacco
companies. While attempting to present a socially responsible face to the world, tobacco
companies continue handing out free cigarettes to children; one in 10 high school students
have received free tobacco samples from tobacco industry representatives18.
The tobacco industry continues to market its products to young people, while at the same
time pretending to protect them from tobacco use. Nearly every major tobacco company has
developed and promoted its own brand of ineffective youth-smoking prevention programme
as a way to boost its image. Yet none of these programmes address the tobacco industry’s
role in encouraging youth smoking19,20. Moreover, many of these programmes have been
shown actually to increase youth smoking. By portraying smoking as an adult activity
forbidden to youth, these programmes increase the appeal of cigarettes for adolescents. They
also steer public and government attention away from proven, effective solutions to stop
young people from using tobacco21.
“…If we are to maximize growth in the long term in thedeveloping countries, we must strive to neutralizeanti-smoking pressure by being perceived as … behavingresponsibly in the light of the overwhelming viewregarding the health effects of smoking.22”
British American Tobacco Corp., 1980
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“Over the past dozen or so years we have faced morethan 1,000 public smoking bills and have defeated morethan 90 percent of them23.”
Tobacco Institute (undated)
e. Public Affairs
The tobacco industry is globally aggressive in public affairs and lobbying in order to build a
critical mass of support, influence decision-makers and defeat efforts to regulate tobacco.
Tobacco companies have organized conferences targeting media professionals to tilt
regional journalists’ opinions in the industry’s favour. Many companies have developed joint
media plans to respond to health concerns about tobacco. They have also organized
“junkets” by journalists to tobacco companies’ headquarters19. Tobacco industry lobbyists
and supporters often push false anti-government claims that tobacco control legislation is
the beginning of harsh and restrictive laws that violate basic rights. Tobacco industry
arguments soon find their way into popular debate.
2. PRODUCT DESIGN
Ingredients and additives play an important role in influencing young people to start
smoking or to continue smoking. The tobacco industry has a long history of manipulating
ingredients in order to increase use and dependence. Both the appeal and addictiveness
are manipulated: Smoke can be rendered either strong-tasting or smooth when inhaling,
flavored with exotic or sweet tastes, or marketed as low tar and nicotine products. Many
smokers believe flavoured tobacco products are less toxic than unflavoured tobacco and
that brands advertised as “light” are actually safer.
Packaging goes far beyond the regular use of wrapping to protect the product. Packs are
transformed into popular brand icons. Brands become very important to young people –
both smokers and potential smokers -- in portraying an image, such as making a chic
fashion statement or being tough and cool24. In the same way as a brand or logo, tobacco
product packs have a specific appearance which can be appealing to youth, such as
attractive colorful packs for flavored cigarettes. Recent reports describe the use of metal
cigarette and smokeless tobacco cases with fancy colors and designs to promote new
brands25, and even cigarette packets designed to look like miniature digital cameras26.
BREAK THE TOBACCO MARKETING NET / 09
3. PLACE
The tobacco industry has a sophisticated system of distribution – from grocery stores to
outdoor vending machines and even video rental shops – making tobacco products readily
available in a variety of venues throughout the world.
Tobacco products are sold and made accessible to youth in a variety of legal and illegal
ways. Some countries still have no minimum age restrictions. However, even in countries
with a minimum age for the purchase of tobacco, illegal retail sales are common. The
situation is further complicated in many developing countries by the widespread sale of
tobacco products by unlicensed street vendors. Unregulated street selling is also used to
distribute smuggled cigarettes27.
In some retail stores, tobacco products are offered in self-service displays, allowing easy
access by young people. Vending machines make tobacco very accessible to young people
because they are weakly regulated and frequently located close to schools, often being
placed next to vending machines selling candy and soft drinks.
The Internet is increasingly used as a tobacco distribution and marketing tool28. Underage
youth can easily purchase cigarettes online29. In addition to unrestricted sales to young
people, the Internet has also become an avenue for unregulated marketing to youth.
4. PRICE
A basic law of economics states that as the price of a commodity rises, demand for that
product will fall27. This principle also applies to tobacco products. Many studies show that
an increase in price decreases consumption, and that raising tobacco taxes and prices is
one of the most effective policies to reduce use. It is estimated that youth are three times
as price-sensitive as adults when it comes to tobacco purchases. Reasons for this include
the fact that young smokers have lower addiction levels since they have used tobacco for
a shorter period of time, and the fact that they have lower purchasing power than adults28.
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The tobacco industry strongly opposes legislation that raises taxes; tobacco companies and
their proxies lobby vigorously around the world to thwart tax increases. Consequently, the
cost of tobacco is very low in many countries. But lobbying against tax increases is not the
only way the tobacco industry keeps prices low. Marketing strategies include coupons for
free or discounted cigarettes sent through the mail, two-for-one product promotions and
sweepstake incentives. Internal industry documents show that young adults are the target
of promotional cigarette offers. Another way tobacco companies entice young people with
lower prices is by selling smaller packs containing, for example, only five or ten cigarettes
rather than the usual 20.
Distributing free cigarettes in promotion campaigns is another way the tobacco
industry uses price as a marketing tool. Free samples are often distributed at places
where there are a lot of people – particularly young people – such as street corners,
shopping malls, festivals and concerts.
“Defendants recognize that youth and young adults aremore responsive to increases in cigarette and othertobacco prices, and will not try smoking or continue tosmoke if cigarette prices rise.”
U.S. v. Philip Morris
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“Defendants’ marketing activities are intended to bringnew, young, and hopefully long-lived smokers into themarket in order to replace those who die (largely fromtobacco-caused illnesses) or quit ...Defendants used their knowledge of young people tocreate highly sophisticated and appealing marketingcampaigns targeted to lure them into starting smoking andlater becoming nicotine addicts.”
United States of America v. Philip Morris
1. INCREASE THE LIKELIHOOD OF TOBACCO USE
WHY ARE TOBACCO ADVERTISING, PROMOTIONAND SPONSORSHIP A THREAT TO YOUNG PEOPLE?
The tobacco industry and its supporters deny that tobacco promotion entices young
people to use tobacco. In fact, many surveys on smoking and awareness of tobacco
advertising among young people consistently show that the more familiar and appreciative
they are of tobacco advertising, the more likely they are to smoke or to say they intend to
smoke. The causal link between advertising, sponsorship and promotion and smoking
among young people begins before youths take their first puff31. Young people who have
never smoked are more likely to become future smokers if they’re receptive to tobacco
advertising, promotion and sponsorship.
A recent study by the American Academy of Pediatrics shows that exposure to tobacco
promotion causes children to initiate tobacco use32. A Cochrane Review of nine
longitudinal studies concludes that “tobacco advertising and promotion increases the
likelihood that adolescents will start to smoke”2. Other research shows a dose-response
relationship between tobacco promotion and youth initiation of tobacco use32,33, a
relationship that has been demonstrated among youth from various cultures and language
backgrounds and that persists after controlling for other factors. These findings are
consistent across income groups and whether or not peer or parental smoking is present34.
The consistent findings lead public health experts to conclude that tobacco advertising,
promotion and sponsorship increase the likelihood that young people will start to smoke.
TOBACCO ADVERTISING, PROMOTION AND SPONSORSHIP:
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2. NORMALIZE TOBACCO USE
Another serious problem that threatens youth is that widespread advertising,
promotion and sponsorship “normalize” tobacco, making it seem just like any other
consumer product in the marketplace. Yet it is the only consumer product that kills
half of all people who use it as directed.
But because the tobacco industry spends tens of billions of dollars depicting tobacco as a
desirable consumer product, it is difficult for people to understand its enormous dangers.
Instead of cancer, heart disease and other illnesses, tobacco is falsely associated with
desirable qualities such as youth, energy, glamour and sex appeal9. To prevent the
premature deaths of millions of young people around the world, it is essential to break the
ubiquitous and positive associations between tobacco use and many desirable qualities.
3. ENDANGER HEALTH
Among young people, the short-term health consequences of smoking include respiratory
effects, addiction to nicotine and the associated risk of other drug use. Long-term health
consequences of youth smoking result from the fact that most young people who smoke
regularly continue to smoke throughout adulthood. In adults, cigarette smoking causes
cancer, heart disease and stroke. Studies have shown that early signs of these diseases can
be found in adolescents who smoke4.
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WHY DO WE NEED A COMPREHENSIVE BAN ONADVERTISING, PROMOTION AND SPONSORSHIP?
A comprehensive ban is necessary because the tobacco industry has shown that it
can easily circumvent partial bans. Without a comprehensive ban, young people will
not be protected from tobacco marketing, as tobacco companies will simply transfer
expenditure from one marketing strategy to another. Since the industry’s viability
depends on extending its marketing net to capture more and more of the world’s
young people, tobacco companies will find a way to market their products unless
they are no longer permitted to do so.
Bans on advertising, promotion and sponsorship lead to a decline in awareness of
tobacco marketing among young people. Following implementation of the Tobacco
Advertising and Promotion Act in the United Kingdom in 2003, which banned all
tobacco advertising, the awareness of tobacco marketing among British children
aged 11-16 declined, and susceptibility to beginning tobacco use was expected to
follow suit35. Other studies show reductions in tobacco use, particularly among
young people, following bans on advertisements9,34. A complete ban on tobacco
advertising, promotion and sponsorship is a powerful tool to protect young people
and curb the tobacco epidemic.
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IS THE DEVELOPING WORLD’S YOUTHPARTICULARLY AT RISK?WHAT ABOUT YOUNG WOMEN AND GIRLS?
More than 80% of the world’s 1.8 billion young people aged 10-24 live in developing
countries, where they are aggressively targeted by the global tobacco industry. Four
out of five teenagers living in developing countries say they have recently seen pro-
tobacco advertising.
The Global Youth Tobacco Survey36 shows that in Afghanistan 65% of teens had seen
pro-tobacco billboards in the past 30 days, 44% in Bangladesh, 78% in the Ukraine
and 46% in China. Studies from countries ranging from Ecuador to Turkey to
Singapore confirm that young people are subject to a wide range of advertising,
promotion and sponsorship by the tobacco industry.
The global tobacco industry now exploits the developing world by using the same
marketing and lobbying tactics perfected – and often outlawed – in the developed
world. For example, in the developing countries, the industry now targets women and
teens to use tobacco while pressuring governments to block marketing restrictions
and tax increases –the same tactics it has used for decades in developed countries9.
It is clear that smoking among girls is rising at an alarming rate. Traditionally, males
have used tobacco much more than females. But that is changing. Recent global
surveys show that smoking prevalence among girls is almost as high as or, in some
cases, equal to smoking prevalence among boys. The susceptibility to begin smoking
is similar among boys and girls who never smoked. The Global Youth Tobacco Survey
has found that cigarette smoking is higher among girls compared with adult females.
Carefully researched marketing strategies by the tobacco industry encourage girls and
young women to use tobacco while seeking to weaken cultural opposition in countries
where women have traditionally not used tobacco. The tobacco industry targets women
through advertisements showing smoking associated with independence, stylishness,
weight control, sophistication, power and a fun-loving spirit18.
There are also specific “female” brands, supported by marketing campaigns and imagery
tailored to adult and young females. Product development and promotion aimed at girls
and women include “light” and “slim” cigarettes37. Descriptors like “light”, “mild” or “low-
tar” are often specifically targeted at women. Half of all women smokers in the European
Union smoke “light” cigarettes, as opposed to 33% of male smokers37.
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Tobacco-industry sponsorship is also tailored to female audiences. Examples include
the sponsorship of fashion shows, talent contests and concerts. The tobacco industry
also uses cigarette product placement in television shows and movies38 that are
aimed at female audiences.
“… [W]e are naturally more interested to learn how youplan to target the emerging young adult female smokersrather than the older female smokers.39 ”
Philip Morris Asia, 1989.
Inter-Office Correspondence
The rate of women beginning and continuing to smoke will not peak until well into this
century. Globally, male rates have peaked and stabilized. This fact gives no comfort. Male
rates of smoking are very high, particularly in high-population countries in the early stages
of the tobacco epidemic that have yet to suffer the tidal wave of tobacco-related disease
and death that is inevitably coming their way. Rising rates of smoking among young
females around the world will eventually cause a second wave. However, if governments
implement a comprehensive ban on advertising, promotion and sponsorship, the tide can
be turned to minimize the devastation of the tobacco epidemic.
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IS A COMPREHENSIVE ADVERTISING BAN THE ONLYWAY TO PROTECT YOUTH FROM TOBACCO USE?
Comprehensive bans on advertising, promotion and sponsorship will go a long way
towards protecting young people from the devastating consequences of tobacco use.
However, in order to protect young people to the greatest extent possible, they must be
implemented as part of a broader strategy.
In recent years, a critical global initiative has emerged that reflects a growing worldwide
consensus that the tobacco epidemic must be stopped and that we have the means to do
so. The WHO Framework Convention on Tobacco Control policies are being embraced by
governments, civil society and philanthropic institutions to break through the tobacco
marketing net with a comprehensive ban on tobacco advertising, promotion and
sponsorship as well as other critical measures.
The WHO Framework Convention on Tobacco Control is one of the United Nations’ most
widely embraced treaties – and the world’s first against tobacco. It is an evidence-based
treaty that reaffirms the right of all people to the highest standard of health. To expand the
fight against the tobacco epidemic, and implement the Framework Convention standards,
WHO introduced the MPOWER package of six effective policies. Each of these policies
directly helps young people remain tobacco-free or quit using tobacco:
• Monitor tobacco use and prevention policies
• Protect people from tobacco smoke
• Offer help to quit tobacco use
• Warn about the dangers of tobacco
• Enforce bans on tobacco advertising,
promotion and sponsorship
• Raise taxes on tobacco
Together, the WHO Framework Convention and the MPOWER package can create a
safety net to protect young people from the devastating harms of tobacco.
Governments are urged to take immediate actions to implement these measures in
order to reverse this entirely preventable epidemic.
BREAK THE TOBACCO MARKETING NET / 17
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BREAK THE TOBACCO MARKETING NET / 19
WHO Library Cataloguing-in-Publication Data
World No Tobacco Day 2008 : tobacco-free youth.
1.Smoking - prevention and control. 2.Smoking – legislation. 3.Tobacco - adverse effects. 4.Smoking cessation.5.Adolescent. 6.Anniversaries and special events. I.World Health Organization. II.WHO Tobacco Free Initiative.
ISBN 978 92 4 159682 4 (NLM classification: QV 137)
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