The World Health Organisation (WHO) has called upon its member-countries to ban tobacco advertising to protect youth from taking to smoking. Studies have shown that most smokers in South-East Asia start tobacco consumption before the age of 18 years, and almost a quarter of them start using it even before they are 10, it has said. In a statement here on Friday on the occasion of World No Tobacco Day, WHO has said youth were the key targets of the tobacco industry in South-East Asia. The region has a prevalence of non-cigarette products such as bidis, kretek, cheroots and a wide range of smokeless tobacco products. Research findings reveal high prevalence of tobacco use among youth and in many countries over 50 per cent of minors have purchased tobacco products from stores and 70 per cent have never been refused due to their age. The focus of this year's World No Tobacco Day is to protect youth from tobacco use through a comprehensive ban on tobacco advertising. The WHO Framework Convention on Tobacco Control provides legislative measures for a complete ban on the need to counter misinformation by the tobacco industry about the health, social and economic consequences of tobacco use.