In the United States, the Marlboro Man is one of the most enduring advertising images of the 20th century. The Marlboro Man in his various incarnations - the cowboy being the most famous - was masculine, strong, and very "cool". The Marlboro Man campaign was phenomenally successful: By the time the campaign ended in the US almost 50 years later, Marlboro had become one of the best-selling cigarette brands of all time.

The Marlboro Man advertising campaign demonstrates why the theme of this year's World No Tobacco Day - banning tobacco advertising, promotion, and sponsorship - is so important. In conveying an image of cigarette smoking as glamorous and desirable, the Marlboro Man campaign was very successful in encouraging people to smoke.

Advertising and promotion of tobacco link tobacco consumption with success, fun, and other attractive qualities. Advertising and marketing of tobacco products, as well as indirect promotion, including the sponsoring of music and sports events, help create an environment where smoking is seen as socially acceptable, or "normal".