Fight against tobacco going up in smoke

Agricultural research must find alternative cultivation to help tobacco growers switch over to other products with ease. Undeniably, the war against tobacco cannot be reduced to a fight between economic benefits and social welfare

This year World No Tobacco Day on 31st May is being greeted with a new set of norms governing sale of cigarettes in India issued by the Union Health Ministry even as it is all set to be celebrated with religious faith and fervour like other such “Days.”

Think. Cigarette is an industry-cum-trade in which sales management is expected to discharge two diametrically opposite responsibilities: Promotion of the product in the interests of tobacco cultivators and producers of tobacco goods. Two, control of consumers in the interest of individual and public health. This strange combination is juxtaposed with a warning through advertisement.

Undoubtedly, this is a big challenge before society to eradicate smoking which is a habit globally. India has been conversant with smoking for over 4,000 years which started with the use of cannabis and can be traced back to the Atharva Veda. As a modern consumer item, tobacco was introduced during the 17th century in the country. Add to this, India is a prominent tobacco producing country.

Importantly, the World Health Organisation (WHO) released very disturbing information early this year wherein the economic burden caused by tobacco-related diseases in our country goes up to a staggering Rs 1,04,500 crore a year. Consequently, to reduce consumption in a cost-effective manner, WHO insisted on printing large-size warnings on cigarette packets so as to create and increase public awareness about hazardous health effects of cigarette smoking.

Shockingly, over 12 per cent of world’s smokers are in India and by 2030, 70 per cent of tobacco-related deaths will occur in low and middle income countries with India recording the highest rate, predicts the World Bank. A recent study shows that 47 per cent Indian males and 14 per cent % females are tobacco users, which is likely to cause 13.3 per cent deaths by 2020.

According to the Health Ministry’s new rules which came into force this month 85 per cent of the display area on the cigarette packages should convey health warning consisting of 60 per cent pictorial and 25 per cent textual message. The images should show frightening pictures of cancer-affected throat and mouth due to tobacco consumption.

Notably, India has adopted WHO’s Framework Convention on Tobacco Control (FCTC) Article 11 but has not been following its terms fully. This Article requires parties to cover all forms of combustible and smokeless tobacco products with warnings filling at least 30 per cent and preferably 50 per cent space on cigarette packages.

Recall, a government notification of October 2014 made it mandatory for tobacco companies to display graphic health warnings on 85 per cent of the display area. But the tobacco industry ignored this and used only 40 per cent space on one side of cigarette packets for warnings, translating effectively to a mere 20 per cent area on each side, resulting in pushing the country down to Rank 136 among 198 countries on Cigarette Package Health Warning just above nations which totally avoid all pictorial warning, to rank 143 in the year 2014.

In 2005 a rule prohibited films and TV from showing actors and actresses smoking. In 2008 smoking in public places was prohibited long after the Supreme Court’s decision in 2001. In 2009 rules mandating pictorial warnings on use of tobacco were notified. Cable Television Network Regulation (Amendment) Bill in force since 2000 completely prohibits cigarette and alcohol advertisements. Several State governments banned hookah in hookah bars.

The deterrent effect of anti-smoking advertisements on adolescents has been established in UK. In India, counter-advertisement is said to be effective in controlling cigarette consumption. In sum, in the age of global economic competition we need to intensify research efforts on every aspect of tobacco industry to counter false propaganda and bring out the truth.

Simultaneously, agricultural research must find alternative cultivation to help farmers switch over to other products with ease. Undeniably, the war against tobacco cannot be reduced to a fight between economic benefits and social welfare.

By Dr S Saraswathi