A report in The Japan Times states that the decision would involve revising ministry guidelines regarding tobacco ads. The aim of the revision is to ensure that minors don't start inhaling fumes. In addition the harmfull effects of passive smoking could be reduced.

Another report in Mainichi Shimbun indicates that from April, cigarette advertisements would be banned in public areas apart from tobacco shops and designated smoking areas. Television, radio and internet advertising will also be banned. Only ads specifically targeting adults will be allowed. Ads that push forth the message of healthier smoking habits will also be exempt as also ads that discourage youth from taking up the cigarette.

At the moment tobacco companies work under self-imposed rules. They do not advertise their products on television, radio or on the Internet unless it is technically possible to limit those who see the ads to adults. The ban on advertising on public transportation is expected to come into effect from September as many contracts have already been concluded.