From:
Giacomo Mangiaracina 
Faculty of Medicine, University of Rome "Sapienza"
Dept. of Public Health Sciences
Editor "Tabaccologia" scientific review
Italian Cancer League, Tobacco Unit, Scientific Director

The United Nation Environment Programme reported last June that Mediterranean sea is suffocated by cigarette butts.  They calculated that they are 37% of total ground litter and up to 40% including packaging of tobacco products. 

Japan Tobacco International (JTI) is working hard promoting and funding initiatives of sensitization about "correct smoking behaviour" with several environment associations, such as the Italian organization, "MareVivo," and it is seeking the patronage of the Italian Ministry of Environment.  A great brand promotion indeed!




JTI lauched similar campaigns in Italy in the last years. See the images (and read the text) of this hand-held ashtray strategy.  Is it advertising or not?  Any similar activities in other nations?