MARLBORO MAN FINALLY MEETS HIS MATCH

City skylines in the United States are set to be transformed forever
as advertising billboards featuring the famous Marlboro Man are torn
down across the country, writes Camillo Fracassini.

All advertising hoardings promoting cigarettes have been banned and
are to be removed by midnight tomorrow.

Just days after the Marlboro Man was voted the most important
advertising icon of the 20th century by the US trade magazine,
'Advertising Age', he is set to ride off into the sunset - at least as
far as billboards are concerned.

The move follows a financial settlement between the tobacco industry
and the American states to cover the health costs of smoking-related
diseases.

As part of the $206 billion (UKP129 billion) settlement, agreed in
November last year, tobacco companies were prohibited from advertising
on billboards, public transport and T-shirts and hats which are
popular with teenagers.

Even though the billboards have to go, the tobacco giants will have to
continue to pay for them, to be used for anti-smoking messages.