Very few studies have examined the effect that advertising outside the United States may have on editorial policies. However, at least one British magazine that accepted cigarette ads admitted finding it difficult to endorse positions that contradicted its advertising (Jacobson and Amos 1985). In a study conducted during 1989-1990, investigators found that, of 71 women's magazines published in 13 European countries, 69 percent accepted cigarette ads and 54 percent allowed photographs of persons smoking (Amos and Bostock 1992a). Responses to a question on coverage of smoking and health were received from 63 of the magazines; only 22 percent had published an article of one page or more on the health effects of smoking, 37 percent had given more minor coverage to smoking and health, and 41 percent had not covered the topic at all. Magazines that accepted cigarette ads were less likely to have carried articles on smoking and health than were those that did not publish cigarette ads.A more recent study of 111 women's magazines in 17 European countries in 1996 and 1997 found that 55 percent of the magazines that responded accepted cigarette ads, but only 31 percent had published an article of one page or more on smoking and health in the previous 12 months; only 4 of the magazines had a policy of voluntarily refusing cigarette advertising (Amos et al. 1998). Magazines that accepted tobacco advertising seemed less likely to give coverage to smoking and health. Indeed, 1 German magazine stated that it informed tobacco companies if it was going to publish material on nonsmoking and that the companies could stop their ads for that issue. In a study of four popular women's magazines published in Ireland in 1989-1993, the proportion of space devoted to tobacco ads and articles that conveyed the positive attributes of smoking or that were critical of tobacco control interventions was 1.95 percent of total magazine space (Howell 1994). This amount of space was 14.5 times greater than the space devoted to articles about the risks from smoking. Many magazines throughout the world appear to promote smoking among women by showing fashion photographs of models smoking and photographs of well-known personalities smoking that accompany editorial articles. In South Africa, one tobacco company refused to pay for a cigarette ad in a women's magazine after the ad appeared opposite a letter criticizing articles that promoted smoking (Yussuf Saloojee, National Council Against Smoking, fax to Amanda Amos, October 11, 1995).