India: Ban on Tobacco Product Ads Found Ineffective in State  

Source from:  New Indian Express (in)  05/21/2013

At a time when there are strict laws in place to ban cigarette smoking in public places, the public display of advertisements on tobacco products can attract one to pick up smoking habit. Health experts in the state point out to a recent international study emphasising the need for strictly prohibiting point-of-sale (POS) tobacco advertisements in Kerala.

An international tobacco control survey has found that the ban on POS tobacco display results in less frequent impulse purchase of cigarettes. Point-of-sale display is a sales advertisement technique to draw the attention of customers to a product near a check-out counter.

"In Kerala, we are faced with the problem of tobacco product advertisement at the point-of-sale which amounts to violation of the provisions of the law. Tobacco product advertisement with brand pack shots entices non-users to take up tobacco use besides tempting people trying to quit smoking and promoting addicted users to use more tobacco products all of which are causing grave impact on health,'' Dr Paul Sebastian, Director of Regional Cancer Centre and vice-chairman, Tobacco Free Kerala.

In a recent study 'Impact of point-of-sale tobacco display bans: Findings from the International Tobacco Control Four Country Survey' published in Oxford journal 'Health Education Research', it is pointed out that "impulse purchasing of cigarettes was lower in places that enacted POS display bans. These findings indicate that implementing POS tobacco display bans does result in lower exposure to tobacco marketing and less frequent impulse in purchasing cigarettes.'' "I request the government and the authorities to clamp down on tobacco product advertising, especially point-of-sale advertising in the light of the study findings,'' said Sebastian.

The study shows that the percentage of persons noticing POS tobacco displays showed a decline in Canada during the study period 2006-2010. The reported exposure to POS tobacco advertising also decreased according to the study. Similarly, in Australia, noticing of POS displays have also decreased. Reported exposure to other forms of advertising/promotion also declined in the two countries.

However, the study found that exposure to POS marketing in the UK and US remained high during this period.  Dr B Satheesan, director, Malabar Cancer Centre said: ''Even though our law prohibits display of brand pack shots and brand name of the tobacco product at the point-of-sale, blatant violation is found across the state. Also, the mandated provisions with regard to health warnings are not being complied with. Canada and Australia have set an example for Kerala by enforcing point of sale display bans and it is high time we also strictly implement the provisions of our law.''

Section 5 of Indian Tobacco Control Law Cigarettes and Other Tobacco Products Act (COTPA), 2003, prohibits display of brand pack shots and brand name of the tobacco product in the point-of-sale boards and allows for only listing the type of tobacco products. Enditem