Kolkata: Indian Tobacco Company (ITC), India's largest tobacco firm, today (Mar 1, 2004) came out in support of ban on tobacco advertisements in mass media, prohibition on selling tobacco products to minors, and smoking in public places.

"We are obviously going to comply with the legislation (Tobacco Bill). There cannot be two views on that," ITC chairman Y C Deveshwar said today (Mar 1, 2004).

The ban on advertisement of tobacco products, which comes into effect today, will also force major tobacco companies like ITC and Godfrey Philips to spend less on their advertisement budgets.

On an average, major Indian companies spend Rs 360 crore annually on advertisements.

Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act, 2003, not only bans smoking in public places, but also prohibits promotion of tobacco products through advertisements and sponsorships.

ITC Ltd is believed to be the largest spender on tobacco advertisements and at one stage was the biggest event-sponsoring tobacco company.

Giving a detailed reaction on the new legislation, an ITC spokesman said, "As a responsible company, ITC will fully conform with the legislation in letter and spirit."

He also said that ITC had announced its decision to support the Government in its endeavour to enforce this legislation three years ago when the Government had, for the first time, announced its intention in this regard.