Smoking, drinking and drug use fall dramatically among children The North East also had the highest proportion of smokers, with 30 per cent of pupils having tried cigarettes in contrast to 22 per cent in London, and the East and West Midlands. But drug use was more common in the south, with 20 per cent of children in London admitting to having used drugs compared with a low of 15 per cent in Yorkshire and Humber and the North West. Prof John Britton, Director of the UK Centre for Tobacco Control Studies, said smoking rates had dropped significantly due to a range of measures introduced over the past decade. He said: "What we are seeing is the effect of cumulative policies, but in particular we have got a cohort of children who have grown up not having seen tobacco advertising, and since 2007 not being exposed to anything like as much smoking in public places." Prof Britton called on the government to introduce plain packaging laws, prevent tobacco firms from displaying their products on television and in films, and to make greater efforts to reduce smoking in adults as well as children. "This is a triumph of public health policy, and I only wish the government was as committed and successful in bringing down smoking prevalence among adults," he said. Kingsley Manning, chairman of the HSCIC, said: "We now have a fascinating insight into school children's use of and attitudes towards drink, smoking and drugs. "The regional breakdowns we have been able to provide will prove invaluable to public health and health professionals, enabling them to tackle the real issues involved in improving young peoples" health effectively." A Government spokesperson said: "We're pleased that fewer young people are drinking, smoking and taking drugs. Despite clear progress we know there's more that can be done to support healthy behaviours in young people. Plans include the "Responsibility Deal" for alcohol manufacturers and retailers, the removal of tobacco products from display in shops and greater education in schools.