Stubbing Out Cigarette Ads: How the UK Led the Way in Tobacco Advertising Restrictions

In the 1960s, the United Kingdom took a groundbreaking step in the fight against smoking – banning the advertising of cigarettes on television. This landmark move, which came into force almost 60 years ago this week, was a major milestone in the country’s efforts to reduce tobacco use and its devastating health impacts.

The decision to ban cigarette ads on TV followed the publication of a 1962 report by the Royal College of Physicians. This report concluded that smoking was a leading cause of lung cancer, and bronchitis, and likely contributed to heart disease as well. It recommended that the government take stronger action, including tougher laws on cigarette sales, advertising, and smoking in public places.

The TV ad ban, which came into effect on August 1, 1965, was an acknowledgment by policymakers that tobacco marketing played a significant role in fueling the smoking epidemic. As a BBC radio script from that time noted, ads for loose tobacco and cigars were still allowed, as they were “thought to be less likely to cause lung cancer than cigarettes.”

However, the tobacco industry was far from pleased with this new restriction. A spokesman for Imperial Tobacco Company claimed at the time that he “didn’t think there would be a drop in cigarette sales” as a result of the ban. The companies quickly shifted their advertising to other platforms, including newspapers, radio, and billboards, in an effort to reach consumers.

It wasn’t until 1991 that ads for cigars and loose tobacco were similarly outlawed in the UK. And a comprehensive ban on all tobacco promotion didn’t come into effect until 2003. But through these progressive policies, the UK has established itself as a global leader in tobacco control.

Today, the country’s tough stance on cigarette marketing is seen as a model for other nations looking to address the public health crisis caused by smoking. While the fight is far from over, the UK’s pioneering efforts to “stub out” tobacco advertising have undoubtedly saved countless lives over the past six decades.

Framework Convention on Tobacco Control (FCTC)

The FCTC, the world’s first global public health treaty, was adopted in 2003 and has been ratified by 181 countries. The FCTC established a policy framework aimed at reducing the adverse social, health, and economic impacts of tobacco.34 Article 13 of the FCTC requires Parties to implement and enforce a comprehensive ban on tobacco advertising within five years of ratifying the FCTC.35 As a Party to the FCTC, the UK is bound by this agreement.

The FCTC defines tobacco advertising and promotion as “any form of commercial communication, recommendation or action with the aim, effect or likely effect of promoting a tobacco product either directly or indirectly.” The UK is largely compliant with the FCTC through a range of policies restricting the promotion of tobacco, culminating in the introduction of standardized packaging in 2016.

Currently, it is illegal to sell cigarettes to anyone under the age of 18. The government intends to bar sales to anyone born after January 1, 2009. Under the legislation, beginning in 2027, the legal age limit would increase by one year every year until it is illegal for the entire population. If all goes according to plan, the government envisages that smoking among young people will be eradicated by 2040. Shops in England and Wales caught selling cigarettes and vapes to underage people would face on-the-spot fines of 100 pounds ($125). Courts may already impose fines of 2,500 pounds ($3,118).

In May 2023, Portugal presented legislation to restrict tobacco sales and extend a ban on smoking to outdoor areas, including covered terraces. The country hopes to raise a tobacco-free generation by 2040. According to government estimates, about 13,500 deaths in 2019 were due to tobacco use in Portugal, which has a population of about 10 million.

In 2023, Mexico brought one of the world’s most stringent smoking laws into force, implementing a total ban in public places, including hotels, beaches, and parks, and stopping advertising. The WHO’s Pan American Health Organisation (PAWHO) estimated that smoking causes more than 10 percent of deaths in the country of 128 million, amounting to about 63,000 per year.

As well as Canada became the first country to introduce printed health warnings on individual cigarettes. Messages include “poison in every puff” and “cigarettes cause impotence”. Tobacco use remains the leading preventable cause of illness and premature death in the country of 39 million, killing approximately 48,000 people each year.

Since 2002, India has had a ban on smoking in public spaces although organizations can create specific smoking zones.

Clearing the Air: How the UK is Stubbing Out Tobacco Advertising for Good

As a nation, the UK has been leading the charge against the deadly effects of smoking for decades. From groundbreaking studies linking tobacco to cancer in the 1950s to comprehensive bans on cigarette advertising, the country has been at the forefront of the global fight to reduce smoking rates and save lives.

The latest milestone in this ongoing battle is the introduction of standardized packaging for all tobacco products. This means that the colorful, eye-catching branding that has long been used to market cigarettes is now a thing of the past. Instead, all packs must feature the same drab, generic design – a powerful blow against the tobacco industry’s ability to attract new smokers.

You see, the tobacco industry has spent decades manipulating package design to make smoking seem glamorous and appealing, especially to young people. By stripping away these marketing tactics, the hope is that fewer people will be drawn to start smoking in the first place. And for those already hooked, the drab packaging may provide an extra nudge to quit.

Of course, the tobacco giants aren’t going down without a fight. They’ve tried to challenge these laws in court, making all sorts of wild claims about how standardized packs will increase illicit trade and infringe on their rights. But the courts have consistently ruled against them, recognizing that public health must come before corporate profits.

As the UK continues to evaluate the real-world impact of these packaging reforms, it’s clear that the country is charting a course that other nations would be wise to follow. By aggressively tackling tobacco advertising and marketing, we can work towards a future where smoking is consigned to the history books, saving countless lives in the process.

So the next time you see a drab, generic tobacco pack, take a moment to appreciate how far we’ve come. The fight may not be over, but with each step forward, we’re breathing a little easier and creating a healthier, smoke-free world for all.

–Tishya Sharma, Lawyer, Content Developer and Grant Consultant with She Sight Global