The advertising and promotion of tobacco products is tightly controlled by law, and likely to be more so when a new EU directive is agreed. Under current legislation tobacco advertising, or that of events sponsored by tobacco companies, may only occur in newspapers and magazines, where cigarettes are sold, in duty-free areas and on packaging. It may not be placed in any publication aimed primarily at an audience under 18. It is banned in the electronic media.
The form and content of the advertisement is laid down by the legislation and includes restricting it to the use of the brand name, brand emblem and corporate name and emblem. The regulations specify that a health warning must be contained in the advertisement and on the box. It outlaws any statement that one brand is less harmful than another, or that it is not harmful to health, and demands that the tar and nicotine content be stated.
The use of coupons, gifts, cut-price offers and sales promotions in relation to tobacco products is prohibited.
The amounts of expenditure on advertising and promotion activities must be approved by the Minister for Health, who must also approve any new event sponsorship. Such an event cannot mainly involve, or be aimed at, people under 18.
Discussions are taking place in the EU at the moment on the introduction of widespread restrictions on the promotion of tobacco products. "Ireland strongly supports this initiative," said a Health Department spokesman.