The UK voluntary agreement on tobacco advertising: a comatose policy?

Correspondence address : Department of Public Health, Southern Derbyshire Health Authority, Boden House, Main Centre, Derby DEI 2PH, UK Abstract Objectives -To monitor tobacco adver tising in Oxford and Nottingham, UK, for adherence to voluntary controls. Method Three systematic surveys (two in Oxford) plus opportunistic monitoring of tobacco advertisements for breaches of the voluntary agreement on tobacco advertising. Comparison of these results with UK figures for 1989/90, 1990/91 and 1991/92. Results Oxfordshire Action on Smok ing and Health (OXASH) submitted 58 %, 30%, and 11 % of the total UK complaints in 1989/90, 1990/91, and 1991/92, ac counting for 50%, 81%, and 10% of the nationally acknowledged breaches. Not tinghamshire ASH submitted 48% of the UK complaints in 1991/92, reporting 74% of the acknowledged UK breaches. In all, I was responsible for notifying the moni toring committee of 97% of all the acknowledged breaches in the UK in 1991/92. Almost all breaches on shopfront advertising were due to the health warn ing being absent or obscured, whereas breaches on posters were due to being located near schools. Many complaints were for matters exempt from the agree ment, such as the unauthorised use of cigarette brand logos on toys. Doubtful cases were usually decided in favour of the tobacco industry. Nine items sub mitted by OXASH in 1989 breached the letter of the agreement but were not counted as breaches. Conclusion Breaches of the UK volun tary agreement are common but moni toring is generally non-existent. A vol untary agreement does not provide adequate protection for children.