For reasons we can only guess at, the Hungarian government has helped Formula One (F1) drive a hole the size of a race track in the side of its tobacco promotion ban. The ramifications are likely to be felt worldwide, as the development provides a case history showing how to circumvent the legislation required in all countries that ratify the World Health Organization’s Framework Convention on Tobacco Control (WHO FCTC).

Until recently, Hungarian tobacco control was an extraordinary success story. Despite the dominating and malign presence of transnational tobacco companies that arrived with the market economy, the country had forged ahead, turning to the courts when necessary for enforcement, to arrive as a regional model. From 2001, Hungary enjoyed a comprehensive ban on both direct and indirect tobacco advertising, with a few limited exemptions—point of sale advertising was one, and “worldwide international sporting events”, organised on at least three continents, was another.

The “three continents” line was a giveaway—only F1 motor racing fitted the bill. But what seemed like an irritating exception that would end this year as a result of Hungary joining the European Union (EU) in 2004, the exemption seems to be …