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Swiss voters have backed a ban on tobacco advertising anywhere young people might see it, BBC News reports.

In effect, the Yes vote in the nationwide referendum will lead to a complete ban.

The move will bring Switzerland into line with its European neighbours, most of whom adopted strict rules on tobacco advertising years ago.

Despite its healthy, environmentally friendly image, Switzerland has the most lax rules on tobacco in Europe.

Long after smoking in pubs and restaurants was outlawed in the UK, France, or Germany, the Swiss were still puffing away.

Supermarket shoppers would regularly be approached by smiling young women giving away free samples of the latest cigarette brand. And while those things were banned a few years ago, tobacco advertising remained.

Hailing Sunday's result, Social Democrat member of parliament Flavia Wasserfallen paid tribute to the doctors' and teachers' associations who campaigned for the ban.

"People worked really hard for policy that puts young people at its heart," she told Swiss television.

Those backing the ban say that is down to the presence of the world's major tobacco companies here. Philip Morris, British American Tobacco and Japan Tobacco all have their headquarters in Switzerland.

The tobacco industry is estimated to contribute over $6bn (£4.5bn; €5bn) a year, and 11,000 jobs, to the Swiss economy.