AS THE STORM against irresponsible consumption continues to rage how seriously should the industry be taking the prospect of an advertising ban? And if that doomsday scenario were to become reality, are brand owners ready and able to find alternative channels to communicate with consumers?
   This year marks a momentous date in the history of the anti-tobacco lobby. As the UK gears up for a smoke-free future zealous health campaigners are eyeing up their next target, and the cross hairs are flitting perilously between alcohol and junk food. While neither could be described as nearly as damaging as tobacco, both are subject to serious misuse by a sizeable minority, so the threat of restrictive legislation remains high. The need for the trade to take its responsibilities seriously has never been so critical.