TOBACCO firms have led the way in product advertising in the last decade.

And advertising consultants MC Saatchi argue that the ban will not affect sales.

A spokesman explained: "Advertising just guides people to brands, not the product itself.

"You don't drive you car more often just because you have seen an advert for Shell or BP petrol.

"And one of the periods of most tobacco advertising, in the late 1980s, actually co-incided with a fall in cigarette sales.

"Similarly, in France that ban on advertising alcohol didn't lead to a fall in consumption. It just increases the strength and quality of the product."

Several tobacco brand took out 'farewell' advertisements in yesterday's national press and have been carrying 'swansong' billboards over the last few weeks.

Silk Cut's final campaign featured a take on the old saying 'it ain't over till the fat lady sings' featuring a opera diva in mid-song.

Cigar brand Hamlet had a final advert recapping famous ones over the past three decades which have featured mishap-related 'Hamlet Moments' quipping "Sod's Law decrees Hamlet Moments will never end -- shame our ads have to stop".

Lord Harris of High Cross, chairman of smokers' rights group FOREST said the ban was the latest restriction of freedom imposed by 'health fascists' in the UK.

He said: "It is without precedent for an industry, among leading British exporters, to be shunned as a pariah in a display of petty puritanical pique.

"The idea that people start smoking because of advertising, or are unaware of health risks, will no longer wash.

"Research confirms that advertising is as nothing compared to peer pressure, and in mature markets such spending aims to win a larger brand share rather than increase total demand."