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Department of Health ‘Age of Sale’

Agency: Partners Andrew Aldridge

Client: Department of Health

The Department of Health has launched an outdoor advertising campaign in advance of raising of the age of sale for tobacco products from 16 to 18 on October 1.

From this date, retailers will be required by law not to sell tobacco products to under-18s and will need to display a statutory notice stating the new legal age restriction.

The advertising is the culmination of an awareness campaign over the past four months to ensure that both retailers and teenagers are aware of the forthcoming law change.

To back the outdoor, a direct mailing campaign has sent legislation toolkits to over 100,000 retailers informing them of the change and providing shop display information.

Digital support is in the form of which is aimed at young people directly affected and for retailers and other stakeholders interested in the change

In recent weeks the campaign has been advertised on social networking sites popular with teenagers.

There has also been substantial stakeholder engagement with groups representing retailers and age of sale schemes, and presence in relevant media

Department of Health Tobacco Policy Manager, Fiona Andrews, said, “The legislation has been introduced to stop young people becoming addicted to nicotine.

“The younger a smoker starts the more likely they are to be killed by their addiction, and someone who starts smoking at 15 is three times as likely to die from cancer due to smoking as someone who starts in their mid-20s.”



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