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Some of the world's biggest tobacco manufacturers are to launch a

global, industry-wide initiative as part of a pledge to undertake more

responsible marketing activity.

British American Tobacco, JTI and Philip Morris are all understood to

have agreed to participate in the project, which is being developed at

the moment and is expected to get off the ground later in the year.

The joint declaration is likely to include promises not to use models

under the age of 35 in tobacco advertising, not to target children and

to undertake regular initiatives aimed at helping local communities.

It is thought the project could also lead to the development of an

industry brand-symbol that tobacco companies would use in their

marketing activity to show they have signed up to the declaration.

The initiative is the most significant international project yet

undertaken by the major tobacco firms, which are facing mounting

pressure from governments and consumer groups about the integrity of

their marketing strategies.

Earlier in the year, the same three firms unveiled an ad campaign on MTV

that was intended to discourage young people from smoking (Marketing,

April 5). However, the new initiative will be much broader in its remit

and will effectively introduce a set of global marketing standards for

the tobacco industry for the first time.

"We are committed to working with governments and, as appropriate, our

competitors to ensure that our product communications are directed only

at the audience they are intended to reach - informed adult smokers,"

said a spokeswoman for one of the companies.

"We can confirm that we are talking with other tobacco companies about

the possibility of introducing a new set of global marketing standards.

Until those discussions are concluded, we cannot comment on any further

details."

Last week, Marketing revealed that Philip Morris had appointed Doner

Cardwell Hawkins to undertake an international marketing campaign,

positioning the food, drink and tobacco conglomerate as a socially

responsible company.

The threat of a UK ban on tobacco advertising is also likely to

resurface during the coming months, after the government indicated it

was prepared to revive its Bill, despite omitting it from the recent

Queen's Speech.

Analysis, page 17.