In Denmark tobacco consumption has increased considerably during the last few decades. Almost 2 million people of a population of 5 million are smokers. Of the male population 48% are smokers, of the female population 46%. From 1981 to 1982 the cigarette consumption increased from 7,300 million to 8,000 million. Consumption of pipe tobacco increased slightly, whereas cigars and cigarillos were considerably reduced. The tobacco tax amounts to 6,500 million Dan. kr. annually (700 million US$). The tobacco industry's cost of marketing tobacco products are unknown, but advertising, for one thing, amounts to 25 million Dan.kr. annually (3 million US$), which is only a small fraction of the total cost of marketing. For comparison: On health information some 2 million Dan.kr. is spent annually by private associations. In 1970 and 1981 efforts were made to have a tobacco bill passed in the Danish Parliament-but with no success. Since 1972 there has been a gentleman's agreement between the ministry and the tobacco branch concerning the size and the content of tobacco advertising. The agreement was an evasive action initiated by the tobacco branch. During the tobacco bill debate in the Danish Parliament in 1981 the tobacco industry launched an aggressive and misleading advertising campaign in the large newspapers against the Minister of Interior. It says in the International Codes of Marketing Practice 1973 set forth by the International Chamber of Commerce: "all advertising should be legal, decent, honest and truthful" and "the advertisements should be prepared with due sense of social responsibility..".(ABSTRACT TRUNCATED AT 250 WORDS)