[Effects of tobacco advertising regulations in various countries]

The massive increase of tobacco-attributable deaths has been a great concern in the world. Although many factors are associated with tobacco use, advertising has played a crucial role, and restriction of advertising is a possible legislative option to control the tobacco epidemic, especially in younger populations. Scientific literature was reviewed to evaluate the effect of tobacco advertising restrictions in various countries. Studies in some developed countries suggest that properly implemented total advertising bans could reduce tobacco consumption and smoking prevalence. On the other hand, the effects of partial advertising bans, such as those in the United States, is controversial. Following partial restrictions, the tobacco industry quickly shifted its advertising focus to other options, such as the print media or sports sponsorship. This shift of focus of advertising to less restricted measures made the effects of partial advertising bans less definitive. In addition, sound consideration on some methodological issues, such as selection of appropriate variables and data validity, is required for the proper assessment of the effect of tobacco advertising restrictions. No legislative restrictions for the tobacco advertising are implemented in Japan although several self-regulations by the tobacco industry circumscribe the content of advertising and the appearance of broadcast advertising. The governmental task forces encourage further restrictions of tobacco advertising through voluntary self-regulation by the industry, and not by governmental legislative actions. Further research on tobacco advertising in Japan, such as its influence on juvenile smoking and social norms and the effectiveness of voluntary self-regulation, is required to develop appropriate policies on tobacco advertising control.