Digital Pulse - Ch 3 - Sec 2 - Freedom from Tobacco – India

Development Issues: Tobacco, Health.

Programme Summary

The Voluntary Organisation in Interest of Consumer Education (Consumer VOICE) is an action group whose objective is to protect and further the rights and interests of the consumer. VOICE was founded in 1983 by teachers and students from the University of Delhi.

Consumer VOICE has joined with other Indian NGOs in an initiative to support international tobacco reform efforts and to inform consumers about the health risks associated with tobacco use. Participating NGOs are undertaking advocacy efforts in support of the Framework Convention on Tobacco Control (FCTC) , an international public health treaty proposed by the World Health Organization (WHO) in 1998 in an effort to reduce the numbers of tobacco-related diseases globally. In addition, a media kit has been produced to encourage the media to deliver accurate and comprehensive information about tobacco use to consumers.

According to organizers, tobacco use is the leading cause of preventable death, disease, and disability in the world today. At present, 4 million people per year die from a tobacco-related disease. Smoking has been recognised as a major cause for lung cancer for the last 40 years. Current estimates suggest that by the year 2030 tobacco will cause 10 million deaths globally, of which 70% will be in developing countries. In India, for example, 65% of all men consume tobacco. India is the second largest producer of tobacco and also the second leading seller in the world. 2,200 people die of tobacco use every day in India. Over 1 million women are engaged in the hand rolling of bidis. Approximately 600 children between the ages of 10 and 18 are recruited every day by the tobacco industry. In 1996, Philip Morris, the world's largest multinational cigarette company, spent US$3.1 billion advertising its tobacco and food products, while the British American Tobacco spent US$459 million on advertising its cigarettes alone. In India, tobacco advertising contributes Rs. 300-400 crore to the Rs. 8000 crore-strong Indian advertising industry.

Summary of ICT Initiatives

The media kit, which is available in printed format and on the Consumer VOICE site (click on "Tobacco Control" in the left navigation bar) consists of the following materials:

• "Global Tobacco Control Treaty: Indian Winners Gear up for the Third Round"
• "Indian NGOs Declaration on the Framework Convention on Tobacco Control" - 24 NGOs signed this document as a formal statement of affirmation (of commitment to tobacco control measures as identified in World Health Assembly Recommendations), of concern (about the steady increase of tobacco-related diseases and deaths globally and in India), of alarm (about aggressive tobacco advertising, as well as the negative consequences of tobacco production on the economy and environment), and of awareness (of the importance of civil society's participation in the negoatiation, adoption, and implementation of the FCTC).
• "Health Hazards of Tobacco Use"
• "Oral Tobacco Use - Its Implications for Indian and the World: Measures to Prevent Its Use, Sale and Marketing"
• "Tobacco Advertising and Promotional Activities in India"

These materials provide information (statistics) and also encourage readers to take action against tobacco advertisers. One of the documents provided in the kit suggests that NGOs can support the FCTC by joining a group of NGOs working on the FCTC, educating themselves and their constituencies about global tobacco issues and the FCTC, keeping the media informed and seeking their support, meeting with the country's delegates to the FCTC in an effort to influence their future positions, exploring regional actions against tobacco, acquiring resolutions passed in support of the WHO FCTC by the boards of respective NGOs, and meeting with (or sending copies of resolutions or declarations to) representatives involved in the WHO FCTC negotiations in respective countries.

At the Third Round of negotiations of the Intergovernmental Negotiating Body (INB) in 2001, NGOs, youth groups, consumer activists, and cancer care and prevention centres across the country issued a joint declaration calling for deeper commitment from opinion leaders to those nations that support public health rather than commercial gain. They also expressed hope that the Indian Government would continue to play a proactive role in leading the South-East Asian countries towards a strong FCTC.

Observations

The pressure has forced the tobacco companies to broaden their tactics. Perceiving an imminent ban on tobacco advertising, several tobacco companies are promoting other consumer products, which bear the same brand name or logo as their popular tobacco products. These logos or brand names can easily be spotted on clothing, sports apparel, hats, trays, posters and stickers affixed to sports vehicles and backpacks.

Following the announcement of the recent Tobacco Products Bill proposing a ban on tobacco advertising, there has been an upsurge in surrogate advertising and sponsorship of entertainment events. Recent marketing figures indicate that the market spending on tobacco products declined by 2 % over the year, while the spending on tobacco brands grew by 28 %. This is illustrative of the increasing reliance of tobacco companies on sponsorships, restaurant and hotel programmes, public relations and direct marketing programmes these days.

The Indian delegation won the Orchid Award for positive contributions to tobacco control at the second round of negotiations on the FCTC in Geneva in April 2001 (the USA delegation was awarded the Dirty Ash Tray Award, which goes to those who promote tobacco interests).

Source: Consumer VOICE site

For More Information Contact:

Bejon Misra

Consumer VOICE

G-30, Lajpat Nagar-II, 2nd Floor

New Dehli - 110 024 India

Tel.: 9811044424

Fax: 0124-6392148

cvoice@vsnl.net