ADVERTISING: Ultimate Prohibition

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Exiled from TV screens in the U.S., cigarette advertising now faces the ultimate prohibition in Canada. Last week the government in Ottawa introduced a bill that would end all cigarette ads in that country beginning next Jan. 1. The bill is certain to pass.

The ban would go beyond broadcasting to embrace Canadian newspapers, magazines and billboards. In addition, each cigarette package would have to carry the tar and nicotine level of its contents and the admonition, "Warning: Danger to health increases with amount smoked. Avoid inhaling." Every cigarette must have a ring printed around it near the middle to caution the smoker that if he puffs beyond that point, he will get increased concentrations of tar and nicotine.

The proposal would also give the government authority to set standards for tar and nicotine content. As a result, say industry officials, the expected strict requirements could make Canadian cigarettes "tasteless" and encourage bootlegged imports from the U.S. For all their complaints, tobacco men are highly unlikely to violate the law. Anyone who does will face a maximum fine of $100,000 or five years in jail—or both.