Tobacco advertisers in China are taking to new media, particularly social networking platforms, to circumvent regulations and target the younger generation, according to an NGO report released on Tuesday.

The report, compiled by ThinkTank Research Center for Health Development, which is committed to tobacco control, comes ahead of World No Tobacco Day on May 31, whose theme this year is banning tobacco advertising, promotion and sponsorship.

China has the world's largest population of smokers, "and now the industry is beginning to promote its products online via new media, as current laws do not cover this emerging phenomenon", said Wu Yiqun, the center's deputy director.