The Food and Drug Administration is launching a new $5 million advertising campaign to encourage retailers not to sell tobacco products to minors.

The campaign, to be run in five states and 11 metropolitan advertising markets starting Tuesday, will use radio, print and outdoor advertising to put over the message that the law forbids tobacco sales to children ``for a reason.'' One newspaper ad poses the question, ``What would make you madder? A retailer selling cigarettes to a kid who's: a)9; b)14; or c) yours?'' A radio segment makes the point that one in every three smokers is killed by tobacco-related diseases. As part of the effort, retailers may win tickets to sporting events or concerts if they refuse to sell to minors who conduct compliance monitoring for the FDA. The new campaign continues an effort started by the FDA in 1997 to give retailers the tools to comply with FDA regulations that forbid tobacco sales to anyone under 18. The regulation also requires retailers to check photo identification of all tobacco buyers 27 or younger. Retailer kits related to the anti-tobacco campaign can be ordered free by calling 1-888-FDA-4KIDS.

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