CRI听力:Monitoring Tobacco Ads on Media

Today marks the World No Tobacco Day - An event endorsed by the World Health Organization highlighting health risks associated with smoking.

This year there are calls for a ban on tobacco advertising, promotion and sponsorship.

But the Beijing Center for Disease Control and Prevention isn't sure if it will work in China.

Zhou Jingnan has more details.

What do Chinese people think about tobacco advertising? Here are some views from the street:

"I have never seen a tobacco advertisement. I don't smoke. It's not something that concerns me."

"No one in my family smokes. I've probably seen tobacco ads, but I don't remember any right now."

"I think I've seen tobacco ads before. I remember seeing Hongtashan ads on TV. And during basketball matches tobacco sponsorship is everywhere."

"There are a lot of tobacco ads. For example, the Zhongnanhai ads on TV. It spreads like a virus. Almost everyone in my class knows these ads. I'm thirteen and in junior school."

The Health Education Bureau at Beijing Center for Disease Control and Prevention recently monitored tobacco ads for one week earlier this month. During that time, four were broadcast 117 times, totaling 855 seconds on 32 TV channels across China. Information about the health risks of tobacco appeared far less.

Liu Xiurong is head of the Health Education Bureau.

"Our study shows the frequency of tobacco ads appearing on TV has dropped."

However tobacco companies are finding new platforms from which to advertise.

"They have turned to new media. Almost all tobacco companies have their own websites and micro blogs. They use new strategies like direct ads, indirect ads, brand extension, sponsorship… and more."

The Health Education Bureau says tobacco companies use spaces at promotional events, museums and charities to advertise themselves.

Liu says up till now Chinese law didn't touch tobacco ads on new media.

"Advertising laws in China are too old to cope with the current situation. Modernization is needed if you want to solve the problem."

The World Health Organization says tobacco kills nearly 6 million people each year. More than 5 million of these deaths are from direct tobacco use and over 600 000 from second-hand smoke. Nearly 80% of the world's one billion smokers live in low- and middle-income countries.

However, only 19 countries, representing 6% of the world's population, have comprehensive bans on tobacco advertising, promotion and sponsorship.

For CRI, this is Zhou Jingnan.