BEIJING - The World Health Organization (WHO) said China has taken important steps to restrict tobacco advertising, promotion and sponsorship, although considerable room remains for further efforts.

The message was delivered at a media briefing held on Wednesday by WHO China in the lead-up to World No Tobacco Day, which falls on May 31.

Helen Yu, a WHO China communications officer, said there is considerable room for China to strengthen restrictions on tobacco advertising, promotion and sponsorship, as well as the enforcement of the restrictions.

Existing bans are not comprehensive, as tobacco advertisements can still be seen on billboards or in new media, such as microblogs, according to Yu.

Yu said a ban on tobacco advertising in mass media, as well as strict controls over the portrayal of smoking in movies and TV, represent progress that China has made in the field.

The China National Tobacco Control Plan 2012-2015 includes a strong commitment to strengthening existing bans.