WHO Voices Concern about Tobacco Promotion Targeting Ramadan Audience  

Source from:  Petra News Agency 08/21/2013

The World Health Organization (WHO) has voiced great concern over the level at which tobacco use, in all its forms, has been aggressively promoted during the airing of drama series screened across the Eastern Mediterranean Region during the holy month of Ramadan.

It said in a statement a copy of which was obtained by Petra that viewers were regularly exposed to scenes in which celebrities, even those known to be non-smokers, were shown gratuitously smoking or holding unlit cigarettes or electronic cigarettes, giving the message that they were deliberately promoting tobacco.

These practices, it said, raise questions about the relationship between the tobacco and entertainment industries, and reflect the tactics employed by the tobacco industry to promote and market its products through films, drama and entertainment.

"This is especially dangerous during Ramadan when there is high viewership of all age groups. The TV channels have a direct responsibility in allowing drama series that heavily promote tobacco to be aired during Ramadan," it added. On the World No Tobacco Day 2013, WHO urged governments and partners to comprehensively ban all forms of tobacco advertisement, promotion and sponsorship to reduce the prevalence of tobacco use and exposure to secondhand smoke.

"The attempts of the tobacco industry to target youth by glamourizing tobacco use to encourage its use and initiation is particularly alarming", said Dr Ala Alwan, WHO Regional Director for the Eastern Mediterranean.

"WHO is now conducting a review of drama series in regard to promotion of tobacco and other behaviours that undermine public health, which were heavily broadcast on TV this Ramadan, and will present the findings to the Sixtieth Session of the Regional Committee for the Eastern Mediterranean, to be held in Oman in October 2013, which is the annual meeting of the Ministers of Health in the Region", he added. Enditem