Calling for a nation-wide campaign to demand a total ban on tobacco advertising, promotion and sponsorship, the Heart Care Foundation of India has dubbed tobacco as the leading preventable cause of death in the world. Addressing a press conference here on the eve of World No Tobacco Day, Heart Care Foundation of India president Dr. K. K. Aggarwal said: "A total ban is the answer because about half the children of the world live in countries that do not ban free distribution of tobacco products to them. Only a total and comprehensive ban can be effective in reducing tobacco consumption because partial bans have little or no impact on demand since advertising can be switched to alternative media.' He said direct and indirect tobacco advertising was conducted in numerous ways through television, radio, Internet, magazines, banners, posters and hoardings, direct mail, coupons, sweepstake offers, brand stretching, brand loyalty programmes, sponsorship of sports, sponsorship of specialised entertainment events in popular youth locations such as bars and clubs, and controlled circulation magazines distributed to those on the tobacco industry's large mailing lists. The Heart Care Foundation also released a fact-sheet about youth and tobacco consumption. According to it, most people start smoking before the age of 18, and almost a quarter of these individuals begin using tobacco before the age of 10. Young people under-estimate the risk of getting addicted to nicotine and the tragic health consequences that can follow.