The impact of the legislation has major ramifications for cigarette companies, which have already been banned from above-the-line advertising and have since used sales promotion to market their brands.
The Brandsharing Regulations, which came into force on August 1, are part of the 2002 Tobacco Advertising and Promotion Act. Companies that breach the law could face a 拢5,000 fine and two-year prison sentence.
The move coincides with a wider EU ban on the sponsorship of sporting events by tobacco brands. From this week, Formula One racing cars in Europe will no longer be allowed to feature tobacco advertising. McLaren has already replaced cigarette brand West with Johnnie Walker and BAR Honda, part-owned by British American Tobacco, has removed Lucky Strike branding.
However, anti-smoking groups are still concerned that TV viewers will be able to watch tobacco-sponsored motor racing events held outside the EU, with races in Turkey, Brazil, Japan and China coming up.
Last November, the High Court rejected a claim from cigarette manufacturers opposing restrictions placed on point-of-sale tobacco advertising, which they called "draconian" and "against freedom of speech".
The manufacturers -- BAT, Philip Morris, Imperial Tobacco, Gallaher, French manufacturer Societe Nationale and vending machine operator Cherwell Tobacco -- were contesting the 2002 Tobacco Advertising and Promotion Act, which limits the size and location of promotional material in shops.
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