May 16, 2006

New Youth Tobacco Prevention Television Advertisement Unveiled

Youth Ad Discourages Peers From Smoking


OTTAWA – Health Promotion Minister Jim Watson today unveiled the first ad in a campaign to prevent youth from smoking at the Exposé Mass Media Contest Awards.

“This government is on the side of Ontario families who care about their children’s health,” said Watson. “That’s why we’ve launched a second wave of advertising for our award-winning campaign that was developed by youth for youth to discourage young people from smoking.”

The series of ads focus on depicting independent, spirited youth delivering information in innovative, edgy and impacting ways to their peers about the dangers of smoking.

This is just the latest example of how the McGuinty government is on the side of Ontario families concerned about their children’s health. Other initiatives include:

  • Making it more difficult under the new Smoke Free Ontario Act for minors to acquire tobacco products by prohibiting retailers from selling to customers who appear to be less than 25 years old unless they provide specific identification showing they are at least 19.
  • $3.8 million to support youth smoking prevention efforts, including expansion of the successful Youth Action Alliance (YAA) program to all 36 public health units province wide.
  • Stronger laws on tobacco sales to minors and restrictions to the display of tobacco products in retail outlets, as of May 31 with the new Smoke-Free Ontario Act.

A panel of 12 youth from across the province assisted in establishing this second evolution of the campaign. The ads will air on May 19 on youth related television.

For further information:

Rui Manuel Estevão
Minister’s Office

Julie Rosenberg
Ministry of Health Promotion