NO SMOKE WITHOUT A QUARREL

THOSE wanting an indication of the impact of the European Union's ban on
tobacco advertising and sponsorship might care to consider the case of
Norway, where a ban has been in force since 1975.

Both sides of the smoking argument can point to elements of the Norwegian
experience to support their case.

The tobacco industry says that advertising affects only the brand choices
made by smokers and not the overall levels of consumption. Hence, a ban does
nothing to improve health.

The results from Norway contradict this claim, as on effect of the ban has
been a drop in tobacco sales.

Overall sales increased markedly in the 1950s and 1960s in Norway, reaching
a peak in 1975 - the year the ban was introduced.

Total tobacco sales in grams per adult over 15 years of age increased from
just over 1,500 in 1953 to 2,100 in 1975 but fell back to 1,553 by 1997.

If tobacco consumption had continued to increase at the same rate that it
had been rising before the 1970s, it would be about 80 per cent higher than
it is today.

The anti-smoking lobby says that a ban is required in order to prevent young
people taking up the habit. But the results from Norway do not wholly
support this argument either.

Although there was an initial drop in consumption among 16 to 24-year-olds
adults after the ban, over the past five years the consumption within this
age group has started to rise again, although it has yet to return to the
levels of the 1970s.

The tobacco lobby also points out that the figures do not take into account
the large numbers of Norwegians buying tobacco on shopping trips outside
their country.

Anti-smoking campaigners claim that the overall results indicate that health
education must accompany an advertising and sponsorship ban for it to have
maximum effect.

Checked-by: Rolf Ernst