As advertisers get innovative, conventional checks on tobacco promotion no longer sufficient

About 1,200 youth in Pakistan take up smoking every day.

ISLAMABAD:

Experts have expressed concern over tobacco’s promotion in the country through modern marketing techniques and sponsorship, slipping by unnoticed by regulators. They added that ignorance was boosting the trend of consumption, especially among youth and stressed the importance of Pakistan taking measures to comply its legislation with international commitments, as a signatory of the Framework Convention on Tobacco Control (FCTC).

The Network for Consumer Protection’s Executive Coordinator Nadeem Iqbal said Pakistan’s Tobacco Control Law 2002 partially bans tobacco advertisements and promotions. However, he added, “this remains unregulated and unchecked due to the ineffective partial ban”.

There are various CD channels run by cable operators in small cities, which are allegedly openly advertising tobacco products. Additionally, there are a few chemists and general stores in the twin cities, where a separate corner is dedicated to tobacco products, particularly shisha.

(Read: The case for public smoking bans in Pakistan)

“The corners are decorated in a way that attracts most consumers and motivates them to buy the products,” he said. Furthermore, tobacco products being advertised on social networking websites and on the internet, targeting youth, are on the rise, he added.

Article 13 of FCTC recommends authorities to introduce a precautionary approach for restricting tobacco advertising, promotion and sponsorship to reduce the tobacco-related disease burden. Resultantly, the network has launched a “Tobacco Advertising, Promotion and Sponsorship,” which will monitor advertising and promotional activities under the guise of corporate social responsibility by tobacco companies. Every year, the tobacco industry spends a large amount to advertise and promote its brands and patronise different campaigns.

According to the World Health Organization, about 100,000 people die every year as a result of tobacco intake in Pakistan.

About 36% of men and 9% of women smoke in the country. The number of smoking young adults, particularly university students, is increasing. The industry’s targeted ad campaign towards the youth is resulting in approximately 1,200 young children in Pakistan bumming a cigarette every day; smokers for life.

Clinical Psychologist Qudsia Mehmood said, “The internet is playing a major role in promoting tobacco use among youth, more so than peer pressure.” She added, “Eye-catching advertisements of tobacco products in the form of animation, pictures and documentaries attracts individuals using the internet alone in their rooms and motivates them to try it.”

Dr Rizwan Qazi, a physician, said shisha is creating havoc among young adults. Tobacco has long been associated with lung and mouth cancer, which will only increase with youth-targeted ads and promotions.

Published in The Express Tribune, October 12^th, 2011.