By: Dr. Khalil Ahmed Dogar
According to the World Health Organization, the number of smokers in Pakistan has reached up to 29 million. A total of 10.7% of Pakistani youth (13-15 years) indulge in tobacco due to its cheap and easy affordability. This means nearly 1200 children begin smoking every day in the country. This tobacco consumption makes them prone to non-communicable diseases like cancer, diabetes, heart disease, stroke, and chronic lung diseases. Yearly, 170,000 people die due to tobacco consumption. This is a very alarming situation that needs immediate intervention by the government to safeguard public health.
The Global statistics are far more alarming, as WHO estimates suggest more than 8 million deaths each year due to tobacco consumption, while 1.2 million of these are a result of second-hand smoke exposure. Around the world, efforts to reduce tobacco use are undermined by the aggressive opposition of the big tobacco industry, which puts profits over lives.
Since becoming a party to the WHO Framework Convention on Tobacco Control (FCTC) in 2005, Pakistan has strived towards safeguarding children from tobacco consumption. Prohibition of Smoking and Protection of Non-Smokers Ordinance 2002 bans selling tobacco products to children under the age of 18 and also bans the sale of these products within 50 50-meter radius of educational institutions. Unfortunately, in Pakistan, tobacco control hasn’t gone beyond cigarettes and Gutka. Lack of implementation of the 2002 ordinance aside, there have been no control efforts against the emerging nicotine tobacco products, i.e., nicotine pouches, e-cigarettes, and vapes.
There has been no policy or legislation to control and monitor the sales, promotion, and advertisement of nicotine pouches. The tobacco industry has claimed that these products are not tobacco products and they’re launched to help people overcome nicotine addiction. It is medically proven that nicotine can cause serious threats such as cardiovascular disease and stroke, and harmful changes in the development of the brain among children. It is also worth noting that cessation products can’t be given without a prescription; however, these products are openly sold in supermarkets, malls, grocery stores, and online websites.
A study “Big Tobacco – Tiny Targets” – conducted by civil society organization examined the sale and advertising trends of innovative tobacco products (nicotine pouches, e-cigarettes, and heated tobacco products) within 100-meter radius of schools, universities, hostels, playground and parks, cinemas, shopping malls, indoor gaming / entertaining center and, restaurants in 9 cities of Pakistan.
The survey revealed that all points of sale were selling innovative tobacco products around points of interest for youth. These products, mainly nicotine pouches, are displayed at visible eye level for children and placed beside candies, sweets, and toys to appeal children and youth. Vendors also utilize sales techniques such as discounted products, free samples, gifts and competition entries to attract customers.
These findings are an eye-opener for everyone that Pakistan’s children are bombarded with marketing and easy accessibility of addictive nicotine products around their educational and recreational facilities. These products are claimed as cessation products but in fact, are new form of nicotine addiction. The tobacco industry has already misled the government by claiming that e-cigarettes and nicotine pouches are less harmful and only for smokers who want to quit. However, these products are openly promoted online and sold to young and new consumers.
The government must recognize the dangers of innovative tobacco products before it is too late. The government must regulate emerging addictive nicotine products and also strengthen Pakistan’s tobacco control legislation, to include a ban on all forms of point-of-sale tobacco advertising and point-of-sale tobacco product display.
The government should reconstitute and activate the Committee on Tobacco Advertisement Guidelines (CTAG) on a permanent basis and task the CTAG with continuously reviewing and updating Pakistan’s tobacco control legislation as it relates to tobacco industry advertising, promotion and sponsorship. Municipal authorities should license tobacco vendors and exclusive tobacco shops where only tobacco products are sold. This will reduce exposure to tobacco products by children and non-users who will not frequently visit such stores.
The writer is a child rights activist and public health advocate, currently working as a Program Manager at the Society for the Protection of the Rights of the Child (SPARC)
