Pakistan: Pictorial Health Warnings on Cigarette Packing Not Effective for Smokers

Source from:  Daily Times  04/12/2013

Pictorial health warnings on cigarette packing are not having the desired effect of driving the people away from smoking as the trend of cigarette usage in Pakistan, according to the World Health Organisation in Pakistan, has increased by 30 percent as compared to figures in 1998, where as the Pakistan Pediatrics Association has estimated that around 1,000 to 1,200 school-going children of six to 16 years old resort to smoking every day in the country.

To control tobacco use, the federal government has made it compulsory for the tobacco companies to carry pictorial health warnings on the cigarette packs since July 2009. The pictorial warnings shall cover at least 30 percent on both sides of the pack. The warnings must be written at the top portions of both the face of pack (in Urdu) and on the back (in English).

It is important to mention here that a recent Maastricht University, Netherlands study commissioned by a Ministry of Health funded organisation, found that graphic health warnings are 'at best ineffective, and at worst cause health-defeating behaviour', actually making some people smoke more.

The researchers also rejected several other studies recommending the application of threatening graphic health warnings because they are biased, methodologically flawed, and do not properly assess the effectiveness of graphic health warnings.

The researchers found that there is no scientific evidence that graphic warning labels, such as the familiar warnings on packs of cigarettes, are effective. Even the graphic images used in other countries to deter smokers are not having the desired effect of making people smoke less.

Experts in Pakistan believe that scary graphic warning labels are a popular tool among the policymakers. Many countries encouraged using texts and images on packs of cigarettes. However, there was no clear consensus about this in the scientific community.

They were of the opinion that the graphic warning labels only work if one important condition is met, the people must have to be convinced that they can decrease the risk, and smokers are often not convinced that they can quit smoking. In that case the graphic warnings have no effect.

They believe that too many young people are still opting for smoking and mostly smokers are aware that their smoking habit is damaging for their health, but still they smoke. So the concern authorities should look at more useful campaigns including increase in tobacco prices, anti-smoking legislation, the prohibition of tobacco advertising, subsidising of the anti-smoking schemes and comprehensive smoking prevention among the young to control tobacco use in Pakistan.

Ishfaq Hameed, a 45-year old chain smoker, while talking about the pictorial health warnings on cigarette packing said, "These warnings are of no use for me as I don't pay any attention to them because it is near to impossible for me to quit smoking."

He said that he knew about the health concerns related with the smoking and need no more warnings, pictorial or written, as he was addicted and found no other option except to do smoking.

On the other hand a 12-year-old Obaid Sultan, who recently started smoking along with his friends, said, "I know smoking is dangerous to health but we smoke for fun, and there are thousands of people who are smoking for very long but they are still living healthy lives. Mostly people shown in pictures on cigarette packs are having mouth, throat or lungs cancer but I believe that they are regular users of gutka along with smoking."

Experts have recommended to the government that warning labels on packs of cigarettes seem an ill-advised action and instead of using space on packs for the health warnings, the messages should be designed to enhance the belief of people in their ability to quit smoking. Enditem