New controls on tobacco advertising came into effect in Britain on Tuesday, the latest step in a government campaign against smoking.

Cigarette and tobacco advertising in shops, pubs and clubs will now be limited to a total area the size of an A5 sheet of paper, about the same size as a paperback book. Health warnings must also be displayed, occupying about a third of the space.

“These new regulations will mean that people will no longer be bombarded by the large, colorful tobacco advertising at their local supermarket or corner shop,” said Health Secretary John Reid. “This is one element of our plans to help people stop smoking and reduce the numbers of people who take up the habit.”

About 106,000 Britons die each year from smoking.

The new restrictions will be enforced by Trading Standards officials, who can levy fines of up to 5,000 pounds. Offenders can also be jailed for up to five months.

In November, the British government proposed a smoking ban for all workplaces, public buildings, restaurants and all pubs in which food is served.

Around 25 percent of Britons smoke, bringing some 11 billion pounds ($21.4 billion) into government coffers. But the habit also costs taxpayers billions in health care.

($1=.5133 pound)