Children and teenagers will be the first to benefit from the new tobacco advertising ban, the government has claimed.

Health secretary Alan Milburn said the new ban, which came into force from midnight, ended the "recruiting sergeant for children and young teenagers" taking up smoking.

"The ban which begins today is a policy we have fought for over the last five years. First, in the European Union, then in the European courts and in the British courts. At all stages this measure has been resisted by the tobacco industry," he said.

It outlaws a raft of areas including a blanket ban on press and billboard advertising of tobacco products as well as restricting internet promotions.

Also halted is the promotion of tobacco products through free gifts, coupons and mailshots.

The legislation, originally brought in through a House of Lords private member's bill, also brings to an end sponsorship of sporting events.

In the next phase of the ban, due to take effect in May 2003, in-pack promotion schemes and direct marketing contracts will be ditched.

The department, which is under pressure to meet tough targets on cutting the number of new smokers, revealed that 450 British children start smoking every day.

"Advertising works; smoking kills. Today, we are breaking the link between the two. With this ban in place we can continue our efforts to reduce the number of people who smoke and who take up smoking every year. By doing so, we will be saving lives," Milburn said.

Lord Clement-Jones, the Liberal Democrat peer who piloted the original legislation through the Lords praised campaigners and warned there was still more for the government to do.

"Let's not forget what we owe to the efforts of ASH and others who had to campaign hard to overcome an initial lack of enthusiasm by the government for the necessary legislation to be introduced," he said.

"But there is still more to be done. The really big task is to tackle the problem of tobacco consumption in developing countries.

"What we must work towards is a World Health Organisation global convention on tobacco advertising and sponsorship.

"This looks like a distinct possibility and would do much to improve health in the developing world."