Cigarette Advertising and Public Health

In 1998 the advertising ban of the EC directive was challenged by the Federal Republic of Germany. One reason for Germany's fierce opposition to the EC directive is the conviction that a ban of tabacco advertising is an ineffective way to curb smoking. In this article I look for empirical studies for the relationship between advertising and smoking. If one distinguishes the effect of advertising on adults from the effects on children and adolescents one can make a point for the advertising ban. Empirical evidence shows that the various ways limiting youth access to cigarettes were not very successful. New research on the problem how fear appeals may motivate acceptance of action recommendations demonstrates that mere information on the health risks of smoking will be unable to persuade the youth of their personal vulnerability. Small steps to regulate tobacco seem unable to prevent the youth becoming nicotine addicts. In Germany the participation rate of youth smoking has recently increased dramatically.