The government has moved to close potential loopholes in its anti-tobacco legislation created by internet marketing techniques.

Under pressure from MPs and the anti-tobacco lobby, public health minister Yvette Cooper has added new clauses to the tobacco advertising and promotion bill to prevent tobacco firms and advertising agencies exploiting "developments in technology relating to publishing or distributing by electronic means".

There is concern that tobacco advertisers will use email marketing techniques - often called viral marketing - to promote cigarette brands.

Emails containing adverts for tobacco that are sent in the course of business will be outlawed, but it is believed that advertising on a website where tobacco products are offered for sale would not be an offence.

The government is trying to keep its powers open-ended to allow for future technological developments in marketing.

Anti-smoking pressure group ASH backs the government's efforts but recognises the inherent problems in regulating the internet.

"The government is making a good stab at clamping down in this area," said Amanda Sandford, research manager at ASH.

"However, the internet, due to its international nature, is notoriously difficult to regulate and, at the moment, there is little the government can do to control anything that is created outside the UK."

Last month it emerged that British American Tobacco was planning a pan-European lifestyle portal that would drive consumers to bars and restaurants which sold its brands, heightening calls from MPs for clampdowns on tobacco e-marketing.

The bill was given its third reading in the Commons on Tuesday night despite Conservative party complaints that the government is "rushing through" the legislation.

It will now be passed to the House of Lords for further consideration and could be approved by Parliament before the expected general election in May.

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