Cigarette Makers Plan Limits on Marketing

Several of the largest tobacco companies announced voluntary plans to limit advertising and marketing internationally as they face increasing pressure from governments worldwide.

The restrictions, which include prohibitions against content aimed at youths, were announced by the largest cigarette company, Philip Morris Cos., No. 2 British American Tobacco, Japan Tobacco Inc. and four other tobacco companies.

The standards come as 191 countries are trying to hammer out a treaty calling for strict, enforceable marketing limits and were met with skepticism by some anti-tobacco activists.

The guidelines bar depiction of people appearing to be younger than 25 and suggestions that smoking enhances athletic, professional or sexual success or popularity.