The Framework Convention on Tobacco Control (FCTC) was developed by the United Nations' World Health Organization (WHO) to encourage nations to agree on a treaty that would curb cigarette-related deaths. This week, a debate on the proposed treaty is being sponsored by WHO in Geneva, Switzerland.

The current draft of the treaty would ban "all forms of direct and indirect tobacco advertising, promotion and sponsorship targeted at persons under the age of 18," and strictly curb other advertising. Other provisions would combat smuggling, eliminate duty-free sales, and increase taxes.

Anti-smoking groups say the proposal is too mild to prevent a projected surge in cigarette-related deaths. They also expressed concern that the proposal would be watered down further by the tobacco industry and the Bush administration.

"The tobacco convention is in danger of serious and irreversible failure," said Clive Bates, director of Action on Smoking on Health (ASH). He called the advertising provisions "useless, unenforceable and misguided," saying that it would be impossible to differentiate between ads aimed at adults and those under 18.

"We expect the U.S. to oppose any serious advertising restrictions, we expect the European Union to be weak on smuggling, and we expect Japan to try to block consumer-protection measures like a ban on misleading 'light' branding," said Bates.

According to WHO, smoking kills more than 4 million people each year. With increasing tobacco use in developing countries, it is predicted that by 2030 the death toll from smoking could rise to 10 million per year.

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