This guideline covers anti-smoking mass-media campaigns, for example, on TV, in newspapers and online. It also covers measures to prevent tobacco being sold to children and young people. The aim is to help prevent children and young people from taking up smoking.

In November 2014 we removed mentions of vending machines from recommendations 4 and 5 to reflect the ban on the sale of tobacco from vending machines, which came into effect in October 2011 in England. 


This guideline makes recommendations on:

Who is it for?

  • NHS, local authorities, the criminal justice system and others working in the public, voluntary and community sectors
  • Retailers
  • Mass-media services
  • Children, young people and their carers and other members of the public

Is this guideline up to date?

We checked this guideline in November 2014 and we will update it.

Guideline development process

How we develop NICE guidelines

This guideline was previously called preventing the uptake of smoking by children and young people.

Your responsibility

The recommendations in this guideline represent the view of NICE, arrived at after careful consideration of the evidence available. When exercising their judgement, professionals and practitioners are expected to take this guideline fully into account, alongside the individual needs, preferences and values of their patients or the people using their service. It is not mandatory to apply the recommendations, and the guideline does not override the responsibility to make decisions appropriate to the circumstances of the individual, in consultation with them and their families and carers or guardian. 

All problems (adverse events) related to a medicine or medical device used for treatment or in a procedure should be reported to the Medicines and Healthcare products Regulatory Agency using the Yellow Card Scheme.

Local commissioners and providers of healthcare have a responsibility to enable the guideline to be applied when individual professionals and people using services wish to use it. They should do so in the context of local and national priorities for funding and developing services, and in light of their duties to have due regard to the need to eliminate unlawful discrimination, to advance equality of opportunity and to reduce health inequalities. Nothing in this guideline should be interpreted in a way that would be inconsistent with complying with those duties.

Commissioners and providers have a responsibility to promote an environmentally sustainable health and care system and should assess and reduce the environmental impact of implementing NICE recommendations wherever possible.