EUROPEAN PARLIAMENT SET TO APPROVE TOBACCO AD BAN

A historic EU directive banning tobacco advertising and sponsorship of
sporting, cultural and other events by tobacco companies will come into
effect should it be approved by the European Parliament later today. The
level of support in a debate yesterday indicates the directive is set to be
adopted without amendment, despite MEPs being subject to intensive lobbying
by tobacco and publishing interests.

The directive also continues to face considerable opposition among MEPs from
Germany, the EU's largest tobacco manufacturers, amid claims that a legal
challenge against it in the European Court of Justice is inevitable. Some
MEPs said its logic suggests cars and alcohol should also be banned.

The directive will prohibit television, radio, newspaper, magazine or
billboard advertising through a phased introduction of specific bans.
Member-states have two years to adopt appropriate national legislation.

Television coverage of tobacco company names and logos at big events also
comes under the ban, which will be enforced in stages from 2001 to 2006. It
also provides "exceptional provisions" for phasing out, ultimately, of
tobacco sponsorship of "world events" including motor racing.

Adoption is seen as a personal triumph for the Irish EU Commissioner, Mr
Padraig Flynn, who is responsible for health and oversaw its passage through
the Council of Ministers, a process that has taken nearly 10 years. He told
the parliament: "This has such great significance for young people, now and
into the future. The EU stands on the brink of a momentous and historic
breakthrough."

Mr Flynn said the draft was "the most satisfactory arrangement possible to
deal with tobacco advertising within the internal market context". But he
warned: "It's this common position or nothing."

The proposal for adoption came from the parliament's environment committee,
whose rapporteur, Prof Christian Cabrol, said any amendment forced through
would torpedo the directive. "Tobacco kills 500,000 people a year in Europe
as a result of lung cancer, heart disease, and other respiratory diseases.
Advertising tobacco creates this death rate. Incitement to smoke is
incitement to murder."

There was no problem with its legal basis, although the parliament's legal
committee said it should not have been adopted under legislation covering
free movement. It contended that Article 129 relating to public health was
more appropriate, given that it was a ban and not a harmonising measure.

The Irish MEP, Mr Gerard Collins (FF), said the measures would counter
attempts by tobacco companies with an annual advertising budget of #320
million in Europe to "corner the teenage market with innovative and inviting
forms of advertising".

The directive, according to Ms Bernie Malone (Lab), was an example of
"Europe standing up for the common good and rejecting the well-financed and,
at times, almost threatening campaigns of the tobacco lobby and of the media
moguls".

Further measures to reduce smoking have been sought by the environment
committee and are being considered by the European Commission. These include
reviews of tobacco labelling and tar content directives, of tobacco product
additives and of the influence of the Internet on tobacco consumption. A
British Conservative, Ms Caroline Jackson, said she resented suggestions
that those opposing the directive were being manipulated by the tobacco
industry. She opposed tobacco advertising and sponsorship but there was
"clearly a legal problem" which the British presidency of the EU was
avoiding in the hope of getting "an easy victory" on the issue, she said.

She deplored the EU's subsidisation of European tobacco (exported to the
Third World countries because of its poor quality). This amounted to three
times the advertising budget of tobacco companies in Europe, she noted. Mr
Flynn said he was opposed to the subsidy and looked forward to the day of
its withdrawal.

Checked-by: "Rolf Ernst"