A ?5m Italian marketing campaign for anti-smoking products is being launched by GlaxoSmithKline this week as pharmaceutical groups gear up to cash in where their rivals in the tobacco sector are losing out.

GSK's drive to boost sales of its NiQuitin nicotine replacement gums and patches is timed to coincide with a new local law restricting smoking in the workplace and comes as Italy prepares on Monday to enforce its ban on smoking in bars, restaurants and caf?s. Its rival, Pfizer, is also aiming to boost demand for its products in Europe.