Viral diarrhoeas in childhood.

fluctuations will relate to the least productive slice of advertis- ing expenditure on the reasonable assumption that advertising is subject to diminishing returns. Accordingly, an outright ban is likely to have far more effect than marginal changes. The report also considered survey evidence that nearly half of all smokers agree that "smoking cannot be really dangerous or the government would ban cigarette advertising. "8 The conclusion from the evidence amassed in the Depart- ment of Health's report is clearly that tobacco advertising affects the level of tobacco consumption. The government's white paper The Health of the Nation has set a target to reduce consumption of cigarettes by 40/ and the prevalence of smoking to 20% by 200O.9 To this end the government has committed itself to maintaining the real value of cigarette excise duty. This is by no means sufficient to achieve these targets,'" which are necessarily ambitious, to cut morbidity and mortality from cancer, heart disease, and stroke.