Alan Milburn has welcomed the first phase of the tobacco advertising ban.

The health secretary gave his support to the ban which comes into effect tomorrow.

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.

Milburn and health minister Hazel Blears will join photographers to tear down a advertising poster to highlight tomorrow's ban.

The department has tough targets to cut the number of smokers, particularly among young people.

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.

Blears said the government was determined to see progress.

"This is part of an integrated package of measures to tackle the death toll from smoking, from world class smoking cessation services with nicotine replacement therapy on the NHS, through major education campaigns and support lines to local Tobacco Control Alliances tackling smoking in deprived communities," she said.