§ Lord Lairdasked Her Majesty's Government:
What action they propose to take in the next few years to enhance the educational process of the anti-smoking campaign. [HL5532]
§ The Parliamentary Under-Secretary of State, Department of Health (Lord Hunt of Kings Heath)International evidence shows that key elements in any tobacco control strategy are advertising and public education.
The Government are committed to a comprehensive campaign designed to encourage smokers to quit and to persuade non-smokers, particularly young people, not to start.
The campaign has comprised television and press coverage supported by helplines, websites and peer education programmes informing people about the risks of smoking and to support them in giving up.
Although the campaign was initially designed to target adults aged 25 to 44, specific programmes aimed at young people, pregnant women and their partners and South Asian communities have been developed.
The content and effectiveness of the Tobacco Information Campaign are constantly monitored and evaluated and we will continue to develop the campaign in the light of this information.