CAN: Sponsorship to be phased out

The Canadian government is preparing to phase out the sponsorship by tobacco companies of sporting and cultural events over the next five years. Under amendments to the Tobacco Act, tobacco manufacturers during the five years’ grace period will be permitted only to have on-site advertising which restricts brand names and logos to the “bottom 10 per cent” of promotional materials. All forms of off-site advertising will be limited to direct mail, magazines aimed at adult readers, and places where alcoholic beverages are on sale to adults. This amendment thus gives a breathing space for tobacco companies, who previously were under the threat of having such restrictions imposed upon them from October this year, under the terms of the Tobacco Act, which passed into law in April 1997.