All that glitters to hook you could be deadly

Comprehensive bans on tobacco advertising have helped reduce tobacco use around the world. The word "comprehensive" is critically important here: advertising bans only work to reduce tobacco use when all forms of marketing are banned. Partial bans do not work.

Banning tobacco advertising, including at retail points of sale, is important to protect young people from the hazards of tobacco. Teenagers are especially susceptible to tobacco marketing. About one-third of youth experimentation with tobacco occurs as a result of exposure to tobacco advertising, promotion and sponsorship. Most adult smokers started when they were young.

Around the world, the tobacco industry has a demonstrated pattern of using its marketing to target youth. It is easy to understand why: hook people on tobacco while they're young, and the tobacco industry has a customer for life.

Consider this: when surveyed, 4 percent of Chinese adults said they had seen tobacco advertisements in stores in the past 30 days. When asked the same question, more than 40 percent of adolescents between 13 and 15 years of age said they had noticed tobacco advertisements or promotions at retail points of sale. That's a tenfold difference.

A comprehensive ban on tobacco advertising is the right move for tobacco control in China and around the world - with the potential of saving millions of lives. With the upcoming vote on tobacco advertising restrictions, China has a historic opportunity to join the world leaders in this area, to set an example for other countries to follow, and to send a message that marketing death is unacceptable any time, any place.

Removing gaudy advertising displays which encourage impulse-purchases of tobacco in retail shops supports the smart decision of adults as they stop their use of tobacco in China, and will protect the health of the next generation.

The author is World Health Organization representative in China.