Why the EU restricts tobacco advertising
Tobacco advertising and sponsorship can encourage children and young adults to begin smoking, reinforce consumption among existing smokers, weaken motivation to quit and contribute to an environment in which tobacco use appears socially acceptable.
The European framework focuses particularly on forms of advertising and sponsorship with a cross-border dimension. It complements national tobacco-control rules, which may go further in areas that are not fully harmonised at EU level.
Directive 2003/33/EC: the core advertising legislation
The central legal instrument is Directive 2003/33/EC on the advertising and sponsorship of tobacco products.
It establishes an EU-wide prohibition on specified forms of cross-border tobacco advertising and sponsorship in media other than television.
The Directive covers advertising in the press and other printed publications, radio advertising, information-society services and sponsorship of events or activities involving several Member States or otherwise having cross-border effects.
It also prohibits the free distribution of tobacco products in connection with cross-border sponsored events where the purpose or direct or indirect effect is to promote those products.
Audiovisual media
Tobacco advertising on television was first prohibited at EU level under the former Television without Frontiers Directive.
That framework was subsequently replaced by Directive 2010/13/EU on Audiovisual Media Services, as amended.
The current audiovisual rules prohibit commercial communications for cigarettes and other tobacco products, as well as electronic cigarettes and refill containers. The restrictions also concern sponsorship and other audiovisual commercial techniques, including product placement.
