XN000022-1974-06-21 — Page 6

ON THE QUESTION OF ADVERTISING, THE COMMITTEE FEELS THAT VERY LARGE SUMS OF MONEY ARE BEING SPENT ON CIGARETTE ADVERTISING +WHICH EMPLOYED THE MOST SUBTLE FORMS OF PERSUASION AND APPEALst

IN THE COM:11TTEZ'S VIEW A SERIOUS DANGER LAY IN YOUNG PEOPLE IDENTIFYING THEMSELVES WITH GLAMOUR ASSOCIATED WITH SMOKING AND II TH13 JAY +ENCOURAGING THEA TO EXPERI 10HT AND TU DEVELOP THE SHOKING HABIT 2EFORE THEY ARE AULE TO APPRECIATE THE RISKS INVOLVED.+

THOUGH THE REPORT SAYS THERE IS LITTLE EVIDENUE OF SIGNIFICANT NUMBERS OF CHILDREN WHO SMOKE, THE COMMITTZE WAS ADVISED THAT CHILDREN JEGLA TO EXPERIMENT WITH CIGARETTES IN THE UPPER CLASSES OF PRIMARY SCHOOLS AND THE LOVER FORMS IN SECONDARY SCHOOLS.

BECAUSE OF THIS, IT SAYS, THE MAJOR EFFORT SHOULD JE DIRECTED AT CHILDREN IN THIS AGE GROUP.

THE COMMITTEE RECOMMENDS THAT THE ATTENTION OF ALL PRIMARY SCHOOLS SHOULD BE DRAWN TO THE TOPIC +7JJACCO SHOKING+ IN THE EDUCATION DEPARTMENT'S SUGGESTED HEALTH COUCATION SYLLABUS FOR PRIMARY SCHOOLS, WHILE ALL SECONDARY SCHOJLS SHOULD INCLUDE 1J THEIR TEACHING SYLLABUS APPROPRIATU ARD ADEQUATE EDUCATION ON THE FACTS AVAILABLS AND THE DANGERS

INVOLVED.

THE COMMITTEE ACCEPTS THAT RESTRAINTS ARE IMPOSED ON CIGARETTE ADVERTISING ON TELEVISIÓN DURING CHILDREN'S PROGRAMMES, BUT IT FELLS THAT FURTHER RESTRAINTS AND A MORE +RIGOROUS CONTROL SYSTEM+ ARE NEZDED TO AVOID INFLUENCING CHILDREN AND YOUNG PEOPLE.

THE COMMITTEE NOTED WITH INTEREST+ A CANADIAN CIGARETTE ADVERTISING 335E UNDER WHICH ALL CIGARETTE PROMOTIONAL ACTIVITIES WOULD HAVE BEEN ELIMINATED OVER A PERIOD OF FOUR YEARS. IT RECOMMENDS THAT THIS COJE SHOULD BE EXAMINED FURTHER AT AN EARLY DATE +WITH THE AIM OF INTRODUCING SIMILAR COMPREHENSIVE AND PROGRESSIVE RESTRAINTS IN HONG KONG ON AN APPROPRIATE TIME SCALE.+

IT SAYS THAT SUCH A SCHEME MIGHT BE DEVELOPED ON A VOLUNTARY JASIS THROUGH DISCUSSION WITH THE TOBACCO AND ADVERTISING INDUSTRIES, BUT RECOMMENDS THAT LEGISLATION SHOULD BE INTRODUCED IF NECESSARY.

AKULIMING TO

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