World No Tobacco Day, organised by the World Health Organization (WHO) every 31st May since 1988, highlights the health risks of tobacco use and advocates for effective policies to reduce consumption of this deadly poison.This year's theme calls on countries to work together for ending the illicit trade of tobacco products, by promoting the ratification of, accession to and use of the Protocol to Eliminate Illicit Trade in Tobacco Products by all Parties to the WHO Framework Convention on Tobacco Control (WHO FCTC).
Illicit trade of tobacco products is a major concern in almost all countries. WHO estimates that the illicit tobacco market accounts for as much as one in every 10 cigarettes consumed globally.The European Commission estimates that illicit trade in cigarettes costs the EU and their Member States over 10 billion annually in lost tax and customs revenue.
Challenges in controlling the tobacco epidemic
Dr Ehsan Latif, Director of Tobacco Control department at The Union, is worried at the challenges posed by the tobacco industry to the global efforts to control the tobacco epidemic. He says that, "Tobacco companies spend billions of dollars every year on tobacco advertising, promotion and sponsorship. A WHO report says that evidence from tobacco industry documents reveals that tobacco companies have operated for many years with the deliberate purpose of subverting the efforts of the WHO to control tobacco use. They participate in Corporate Social Responsibility activities and influence politicians to promote their brands and drive profits. As per the 5th edition of Tobacco Atlas 2015, the tobacco industry has 161 lobbyists working in the European Parliament. In the US, over USD 26 million were spent on tobacco lobbying in 2012 with 23 Tobacco companies employing 174 lobbyists".
Other challenges cited by Dr Latif are: illicit trade of tobacco products; lack of established tobacco control infrastructures in low/middle income countries; non linking of tobacco control with development agendas of the country; introduction of new products that use tobacco or nicotine (like e-cigarettes, waterpipes/ shisha/ hookah). Dr Latif laments that, "the tobacco industry is promoting e-cigarettes in a big way to 'bring back the chic attitude, the sexiness in smoking' as admitted by Oliver Girard, CEO of Smarty Q E-cigarettes."
Jose too cautioned against e-cigarettes. "E-cigarette companies are using the same tactics that the conventional cigarette industry used 50 years ago saying that cigarettes were not harmful for human health. They are sleek, and are socially acceptable. The industry is cleverly advertising them so that there is enticement for everyone, especially for those who are first time users. They come in numerous flavours like pina colada, strawberry, etc. as if one were ordering a smoothie and not an E-cigarette! Some European countries have banned/ regulated them. But the trend of their increasing use is dangerous and we have to be very vigilant. Across the street of my office in Paris, two e-cigarettes shops were opened last year, perhaps due to proximity of the area to the University of Paris, making it very convenient for the students to buy them."
"Then again shisha/ water pipes/ hookahs are equally harmful but gaining popularity. A study in India found that in 70%-80% of people who had smoked hookahs, nicotine content in blood was very high. Hookah bars target mainly young people and it is often a group activity that is being romanticized-- attracting and beckoning young people to enjoy (same way as they enjoy perhaps coca cola)".
"We have to be not only very vigilant but also send out correct public health messages giving correct information about these new products to young people. We also have to advocate for governments to regulate them", he said.
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