Measures to curb it need to be multifaceted

In 1996 adult smoking rates in Britain rose for the first time since the 1970s.1 No longer could it be assumed that the slow but steady decline in smoking prevalence which had occurred for the past 25 years would continue. Stronger policy measures to control the use of tobacco, prevent children from starting to smoke, and help smokers to give up were urgently required. Last month, in its white paper on tobacco, Smoking Kills, the government set out a wide range of policy measures in a carefully thought out strategy for the United Kingdom. It aims to re-establish the downward trend in adult smoking, to result in 1.5 million fewer smokers by 2010 and to save around 3000 lives a year.2

Most significant is the commitment to implement the European directive on tobacco advertising ahead of the union's timetable. By 2000tobacco advertising on billboards and in printed media should have ended. However, tobacco sponsorship of sports and arts will continue for a further three years and global sports such as international football and Formula 1motor racing can receive tobacco sponsorship in diminishing amounts until …