Canada's tobacco ad code revised

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The Canadian tobacco industry's self-regulatory body today unveiled revisions to its voluntary advertising code. Following last year's Supreme Court of Canada decision that struck down a complete prohibition on tobacco advertising, the Canadian Tobacco Manufacturers' Council (CTMC) developed a voluntary advertising code, but it has been criticized for shortcomings by the Canadian Cancer Society.

The code now bans outdoor advertising within 200 meters of schools and requests that stores within 200 meters of schools eliminate tobacco ads from shop windows. CTMC has also agreed to review how to handle ads promoting events sponsored by tobacco companies. And it will move responsibility for preclearance of tobacco ads to the Canadian Advertising Foundation, the ad industry's self-regulatory body. Previously the ads had been precleared by two retired judges working at an Ottawa law firm in consultation with the Tobacco Advertising Supervisory Committee, an independent body.

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