Despite Robinson's arguments Cabinet determined to continue with the ban and it came into effect on 1 September 1976.
As traditional forms of marketing have been closed to the tobacco industry, companies have sought out novel ways of promoting their products. An advertising ban does not mean that tobacco companies will no longer seek to market their products, it means they will continue to market their products through avenues that have not been closed by the ban. Advertising bans may not reduce the total level of advertising expenditure but result in shifting resources to other forms of marketing and promotion