Tobacco-free initiatives in India

ALL CONSUMERS must be protected equally in the global marketplace regardless of how much or how little money they have or where in the world they live. What must be understood is that there is no safe tobacco and consumers must be protected from unsafe products.

The recent tabling of the Tobacco Products Bill (Prohibition of Advertisement and Regulation) in Parliament is a vital step in protecting consumers from the consequences of tobacco related illness. More importantly this is a significant landmark, especially on account of the consumer involvement being woefully low in India. Members of Parliament must as representatives of the citizens of India pass this Bill in the interest of public health. Around nine lakh Indians at present lose their lives every year due to tobacco related diseases. The World Health Organisation (WHO) estimates the increase over the next 30 years to be many fold with India accounting for the highest rate of increasing tobacco related deaths. Many of these deaths will occur in people who are very young now. Of 1,000 teenagers who smoke, 500 will eventually die of tobacco related diseases. Apart from death and disability in middle age, tobacco also has economic and environmental costs, which impede development and imperil the future of our youth.

India is the third largest producer of tobacco after the U.S. and China. Tobacco is one of the largest tax earners for the Government of India. Apart from central taxes, there is an increasing incidence of States collecting `octroi'. On the one hand there are several States taking progressive steps to ban smoking in public places like Kerala, while on the other there are States protecting their tobacco interests through powerful lobbies.

Legislation

The provisions in the present Bill are in public interest and are non-controversial and include the following:

To ban advertising - to protect young children from becoming victims of misleading advertisements.

To prevent smoking in public places - protects the rights of non- smokers, young children and pregnant women. Public places would mean any place to which the public has access whether as of right or not, including auditoriums, hospitals, health institutions, amusement centre and restaurants, public offices, court buildings, educational institutions, libraries and public conveyance.

Ban on the sale of cigarettes to minors - to protect them from becoming victims of the tobacco habit.

More prominent warnings on cigarette packets, intended to convey information on the dangerous effects of tobacco more clearly to smokers so that they may try and give up the habit.

Offences like smoking in public and sale to minors would attract a fine of up to Rs. 200. While offences committed by tobacco companies such as lack of proper warnings would attract imprisonment up to three years and fines up to Rs. 1 lakh for the first conviction and up to Rs. 2 lakhs for the second and subsequent convictions. All offences under the legislation would be cognisable but at the same time bailable. The powers for arrest, search and seizure would be given to officers not below the rank of sub-inspectors. The Bill also has provisions covering imported tobacco products.

Consumer concerns

Large tobacco companies have been lobbying in a bid to influence tobacco free policy initiatives in many governments in developing countries. They have also been systematically trying to undermine WHO tobacco free initiatives globally. Over the last few years WHO has been steadily working to increasing awareness that smoking is injurious to health especially among governments in developing countries. The ``Tobacco Control in Developing Countries'' report (World Bank & WHO) states there is a perceptible increase in tobacco smoking in developing countries. The WTO agreements have led to markets in South being thrown open to the tobacco industry under the free trade regime. This has resulted in an increase in the supply and demand of tobacco products globally. The report further states that it has also led to the increase in tobacco deaths, which is about 4 per cent annually, with half these deaths occurring in low and middle- income countries where 70 per cent of the smokers live. The per capita consumption in developing countries went up to 1,900 in 1990, whereas in 1980-82 it was 1,300.

The recent liberalisation of the tobacco trade through bilateral, regional and international trade agreements has increased competition in tobacco related products, leading to reduction in prices and increase in promotional activities through advertising. The major players have made known their feelings on the recent tabling of the Bill in Parliament. The tobacco industry has reacted instantly by agreeing to withdraw advertisements especially those sponsoring sport events. The argument is that the industry has been dealt a blow as along with high taxation, domestic consumption has reduced drastically. Further, employment prospects and tobacco farmers would be affected by the new tobacco control legislation. The piqued industry now righteously talks of self-regulation. Other stakeholders like advertisement agencies along with health professionals will also face a loss of revenue.

However for anti-tobacco campaigners that include public health and consumer activists, legislation is only one of the strategies to reduce tobacco consumption. Consumer activists have called for a ban on tobacco use and its promotion, urging the government ``to stop subsidising tobacco production and exports by promoting the production of alternative exports''. There is need for effective action to reduce tobacco use including:

* banning advertising and sponsorship which uses products, brand names or logos;

* banning smoking in public places and workplaces;

* increased health education on the hazards of tobacco use;

* higher taxes and strong health warnings on tobacco products;

* corrective and counter advertising.

At present, consumers are free to risk their health although they have to pay a higher price. Developed countries have succeeded in reducing tobacco consumption after 10 to 15 years of campaigning and legislation. In countries such as Sri Lanka and Thailand effective national action in the interest of public health has been successful to a large extent.

Candy cigarettes

Tobacco companies have been steadily increasing spending on promotion especially targeting youth. Advertisements focus on cigarette brands and a particular quality of life, specifically reinforcing a `macho' image. This has definitely increased tobacco consumption among youth with false notions of security, heightening their dependence on smoking as `image boosters'.

Emotional and behavioural disorders are more common than ever before among the youth today. Parental pressure adds to this syndrome and increases feelings of insecurity and anxiety to achieve their goals. The addiction to smoking is viewed as harmless and a safer option when compared to `hard' drugs. This mindset has unfortunately aided in increasing the `young smokers population'.

A recent report in the media highlighted interesting information. Candy cigarettes sold in the local shops to children are actually devices promoted by tobacco firms to entice children to smoke according to researchers. Mr. Jonathan Klein of the University of Rochester's Children Hospital in New York and Mr. Steve St. Clair, a lawyer from Iowa, reviewed 153 tobacco company documents made public during tobacco settlement cases in the U.S. Their findings were published in the British Medical Journal, which is devoted to tobacco and health.

The study showed that cigarette manufacturers allowed the makers of candy cigarettes to mimic their packaging and use their brand names so packs of candy versions were nearly indistinguishable from real ones. Tobacco companies recognised the connection between candy cigarettes in young children's hands and real cigarettes in young smokers. Despite research studies showing that children who pretend to smoke candy cigarettes were twice as likely to smoke, manufacturers promoted their products as a harmless part of their growing up.

Sociological issues

Sociological issues like peer pressure and the constant strain of having to confront problems such as intense competition, have also been largely responsible in increasing tobacco consumption among youth. Smoking has always been perceived by many Indian communities to be a lesser `evil' when compared to alcoholism. Social sanctions have not really played an effective deterrent role in establishing smoking as a serious health hazard. Further, extremely tolerant consumer behaviour has not taken cognisance of the fact that smoking and use of tobacco related products are hazardous to the health of consumers.

Tobacco causes cancer whether you smoke or chew tobacco. Within seconds of inhaling tobacco smoke, the nicotine affects a person and this slowly becomes an addiction when the person continues to smoke to maintain nicotine levels in the blood stream.

Cigarette smoke contains toxins, which harm blood vessels. Sometimes clots may form within the blood vessels leading to a total block. These blood vessels supply oxygen to the brain, heart and limbs. A stroke due to the brain being denied blood supply in parts may occur. Tobacco smoke leaves behind a trail of destruction in the respiratory system, stomach, brain, kidney, pancreas and bladder.

Smoking is one of the high risk factors in heart attacks. A heavy smoker may cut short his life by 5-10 years. A pipe smoker is more likely to get cancer of the lip, while a cigarette smoker is likely to get lung cancer and a beedi smoker is likely to get throat cancer. Even though enormous advances have been made in the treatment of cancer, some types of cancer like those mentioned above have no long-term solution.

The ultimate solution will be for individuals and communities to work towards healthier lives and environments, so that we do not spend more and more time in fighting battles against new and more complex forms of this deadly disease.

At the WHO's 52nd World Health Assembly in May 1999, it was resolved to start work on a Framework Convention on Tobacco Control (FCTC). In October 1999, the FCTC Working Group proposed a comprehensive ban on tobacco advertising and promotion and strong disclosure requirements, and it noted the problems of tobacco industry political influence. After consultations and public hearings, the Intergovernmental Negotiating Body (INB 1) presented a watered down draft FCTC.

The FCTC stands to be the world's first public health treaty. As such, it is a precedent setting treaty and a milestone for humanity as a whole. It also has the potential to significantly improve corporate accountability and reduce tobacco-related deaths. However, the power and influence of the tobacco transnationals is strong and much lobbying by them has left a weak draft treaty. The WHO concludes ``reversing (tobacco's) burden on global health will not be only about understanding addiction and curing disease, but just as importantly, about overcoming a determined and powerful industry.''

On March 15, World Consumer Rights Day, consumer groups around the world called for a meaningful and effective Framework Convention on Tobacco Control as part of their campaign for corporate accountability.

We need responsible business to take up the challenge of identifying their responsibilities to their workforce, to their consumers and towards societal welfare.

SHOBHA IYER

Send this article to Friends by E-Mail

Section  : Features
Previous : A verification protocol for BWC?
Next     : On the verge of saffronisation?