Smoking and death: the past 40 years and the next 40

between 1992 and 1993 (P < 0 05) in the north of England, where Reg was prominent, and remained stable at 7% in the south, where he did not appear.This change could, of course, be due to other factors, but it is not unlikely that the Regal campaign made a substantial contribution to this apparent increase.In view of these findings the Advertising Standards Authority's decision to withdraw the Reg campaign would seem appropriate.We thank the respondents and schools for their cooperation, all the researchers for their hard work, and the Health Education Authority for its support and encouragement.1 Smee C for House of