• Reuters, Tuesday, June 1, 2010 12:02 AM

The World Health Organization called on Friday for more action against tobacco advertising that targets women and girls, especially in developing countries. Females represent the biggest potential growth market for tobacco products and are being subjected to aggressive campaigns linked to fashion, sports events and entertainment, the United Nations agency said.

Men account for 80% of the world's 1 billion smokers, according to the United Nations agency. Among adults, 40% of men smoke, compared to about 9%t of women. In large emerging markets such as China and India, 3% to 5% of women, leaving an important market to capture, WHO officials said. "The advertisements try to dupe women in believing that tobacco use is associated with beauty and liberation." Some 5 million people die every year from tobacco-related heart attacks, strokes and cancers, including 1.5 million women, according to WHO.

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