signs for events in which they sponsor. The car racer and teen idol, Jacques Villeneuve can no longer be advertised in his car racing suit as Rothman's cigarettes advertisements are highly visible on it, as this would give off a negative message to teens who look up to him. The only exception to this law however, is that the signs may be put up at the site of the event, in bars or in newspapers which are read by adults. (Scott, 1997) An example of a sporting event is the DuMaurier tennis tournament held in Montreal, and sponsored by the DuMaurier tobacco industry. This event was, until this law was passed, advertised (on billboards, in magazines and on television) all over Montreal. Bill C-71 was an attempt at preventing teenagers from seeing these advertisements, as the government believed this to be an important factor in the growth of youth smokers. This legislation though, was not very effective as statistics show that more than half of Canadian teens have seen advertisements for tobacco sponsored events. (Scott, 1997). During the 1040's and 50's smoking was popular and socially acceptable. Movie stars, sports heroes, and celebrities appeared in cigarette advertisements that promoted and heavily influenced teens. Influence also came from Television and other media sources. The desires to be accepted and to feel grown up are among the most common reasons to start smoking. Yet, even though teenagers sometimes smoke to gain independence, and to be part of the crowd parental influence plays the strongest role as to whether or their children will smoke, Journal of American Medical Association (JAMA), 1991. Children are exposed to and influenced by the parents, siblings, and the media long before peer pressure will become a factor. Mothers should not smoke during pregnancy, nicotine, which crosses the placental barrier, may affect the female fetus during an important period of development so as to predispose the brain to the addictive inf...