Cover -- Contents -- ONE THIRD OF THE WORLD'S POPULATION - 2.3 BILLION PEOPLE - ARE NOW COVERED BY AT LEAST ONE EFFECTIVE TOBACCO CONTROL MEASURE -- A letter from WHO Assistant Director-General -- SUMMARY -- WHO FRAMEWORK CONVENTION ON TOBACCO CONTROL -- Article 13 - Tobacco advertising, promotion and sponsorship -- Guidelines for implementation of Article 13 -- Scope of a comprehensive ban -- Constitutional principles in relation to a comprehensive ban -- Consistency -- Responsible entities -- Domestic enforcement of laws on tobacco advertising, promotion and sponsorship -- Public education and community awareness -- ENFORCE BANS ON TOBACCO ADVERTISING, PROMOTION AND SPONSORSHIP -- Tobacco companies spend billions of US dollars on advertising, promotion and sponsorship every year -- Tobacco advertising, promotion and sponsorship increase the likelihood that people will start or continue to smoke -- Tobacco companies target low- and middle-income countries -- Advertising, promotion and sponsorship activities normalize and glamourize tobacco use -- Complete bans are needed to counteract the effects of tobacco advertising, promotion and sponsorship -- Bans on tobacco advertising, promotion and sponsorship are effective at reducing smoking -- Partial bans and voluntary restrictions are ineffective -- Bans must completely cover all types of tobacco advertising, promotion and sponsorship -- Bans on direct advertising -- Bans on indirect advertising, promotion and sponsorship -- Point-of-sale bans are a key policy intervention -- "Corporate social responsibility" initiatives should be prohibited -- The tobacco industry will strongly oppose bans on its advertising, promotion and sponsorship activities -- Industry arguments can be effectively countered -- Effective legislation must be enforced and monitored.

Political will and public support are necessary -- Bans should be announced in advance of implementation -- International and crossborder bans can be enforced -- Legislation should be updated to address new products and industry tactics -- Penalties for violations must be high to be effective -- Potential new areas for legislation -- Monitoring of tobacco advertising, promotion and sponsorship activities is essential -- Coordination with other government ministries and civil society organizations is important -- COMBATTING TOBACCO INDUSTRY INTERFERENCE -- Tobacco industry interference with tobacco control can be neutralized -- Countering industry tactics -- FIVE YEARS OF PROGRESS IN GLOBAL TOBACCO CONTROL -- One third of the world's people are protected by at least one effective tobacco control measure -- Most progress has been in low- and middle-income countries -- Some tobacco control measures have become more established than others -- More progress is needed in all countries -- Turkey marks singular achievement in tobacco control -- ACHIEVEMENT CONTINUES BUT MUCH WORK REMAINS -- Monitor tobacco use and prevention policies -- Monitoring is critical to tobacco control efforts -- Tobacco use monitoring has become weaker globally -- Protect from tobacco smoke -- Second-hand smoke kills -- Smoke-free laws save lives -- Smoke-free laws are popular, do not hurt business and improve health -- Comprehensive smoke-free legislation is the most widely adopted policy measure -- Offer help to quit tobacco use -- Most smokers want to quit -- Tobacco cessation interventions are effective -- Government must support cessation treatment -- There has been little progress in providing access to essential help to quit smoking -- Warn about the dangers of tobacco -- Health warning labels -- Anti-tobacco mass media campaigns.

Enforce bans on tobacco advertising, promotion and sponsorship -- Bans on TAPS activities are effective, but underused -- Rapid progress in establishing complete TAPS bans -- Many countries are close to having a complete TAPS ban -- Bans on direct advertising are the most common -- Other types of TAPS activities are banned less frequently -- So-called "corporate social responsibility" is also a TAPS activity and is increasingly banned -- Subnational TAPS bans are becoming more common -- Compliance with TAPS bans is good but can improve -- Raise taxes on tobacco -- Raising taxes is the best way to reduce tobacco use -- Higher taxes increase government revenues -- Strong tax administration improves compliance -- Taxes must keep pace with inflation and economic growth -- Raising the price of tobacco through increased taxes is the least-achieved MPOWER measure -- Countries must act decisively to end the epidemic of tobacco use -- A national tobacco control programme (NTCP) is needed to lead each country's tobacco control efforts -- Subnational implementation is important -- Civil society must be involved -- More countries have an adequately staffed national tobacco control programme -- CONCLUSION -- REFERENCES -- TECHNICAL NOTE I: Evaluation of existing policies and compliance -- TECHNICAL NOTE II: Smoking prevalence in WHO Member States -- TECHNICAL NOTE III: Tobacco taxes in WHO Member States -- APPENDIX I: Regional summary of MPOWER measures -- APPENDIX II: Bans on tobacco advertising, promotion and sponsorship -- APPENDIX III: Year of highest level of achievement in selected tobacco control measures -- APPENDIX IV: Highest level of achievement in selected tobacco control measures in the 100 biggest cities in the world -- APPENDIX V: Status of the WHO Framework Convention on Tobacco Control -- ACKNOWLEDGEMENTS.