Pakistan: CTAG Issues New Guidelines on Tobacco Adverts

Source from:  The News (pk)  12/05/2013

The government has framed new tobacco advertising guidelines, which will come into effect from May 31, 2014. It has also issued a warning to Philip Morris Pakistan for violation of the Prohibition of Smoking and Protection of Non-Smokers Health Ordinance 2002, 'The News' learnt here on Tuesday.

The above actions have been taken in the light of decisions arrived at during the 12th meeting of the Committee on Tobacco Advertisement Guidelines (CTAG), held at the Ministry of National Health Services, Regulations and Coordination (NHSR&C), with Director General Health Dr. Jehanzeb Aurakzai in the chair.

The meeting was convened with two objectives in view; one, to review implementation of the tobacco advertisement guidelines issued by the Committee; and two, to frame new guidelines related to tobacco advertising and promotion. The meeting was attended by representatives of the media, civil society, and the tobacco industry, with both Unicef and WHO absenting.

According to the new guidelines issued by the committee, tobacco or tobacco product advertisement shall not be allowed in print media, (including a newspaper, magazine, book, periodical, or any such printed publication, except as provided by Federal Excise Rules 2005); in cinema or theatre, including mobile or mini-cinema or theatre; on television or radio, including cable television or closed circuit television network; through depiction of a human or animal image or silhouette; through branding on clothes/garments, including caps; through a poster or banner made out of paper, plastic, cloth, or any other material, affixed outside a shop, kiosk, or mobile trolley; through a hard or soft on-store board/fascia affixed outside a shop, kiosk, or mobile trolley; and through out-of-home billboard, whether fixed or mobile.

All cigarette manufacturers have been directed to ensure compliance with the new guidelines by May 2014, failing which swift penal action will be initiated against violators.

In order to ensure improved compliance, the meeting decided to take legal action against companies violating the tobacco advertising guidelines. Regretting the violation of print media restrictions, the representative of Phillip Morris Pakistan attributed it as being a result of "erroneous advice of external legal counsel." He assured that all such advertisements had been withdrawn after the error in interpretation of guidelines had been pointed out. He also undertook to ensure improved compliance in future.

The meeting was also urged to take action against increasing violations by some industry players who are using sport stars in their promotion material; one of the players has even launched a cigarette brand named 'Cricket' which is a clear violation of guidelines. The guidelines prohibit the association of tobacco advertising with sports, adventure, sex, and success in life.

The meeting decided to launch awareness programmes about existing provisions of law, especially at the level of retail outlets, for improved understanding. This was decided on a proposal given by Mobarik Virk of 'The News,' who is also a member of CTAG. He underscored the need to create better awareness regarding the guidelines at the retail level where people are sometimes not even aware of the regulatory stipulations.

The meeting also decided in favour of capacity-building programmes for law enforcement agencies, especially at the district level, to equip them with necessary skills to undertake their responsibilities in a more effective manner.

Earlier, Nadeem Iqbal of The Network for Consumer Protection stressed that along with work on issuance of new guidelines, equal attention needs to be given to create better mechanisms for effective on-ground implementation of the guidelines.

Dr. M. Arshad Rana highlighted the need for effective monitoring to improve implementation of guidelines through all means including persuasion. He also drew attention to the increasing frequency of smoking scenes in entertainment programmes on electronic media and in movies. "Such scenes are more effective in terms of advertisement and promotion of smoking than direct marketing to consumers, and to curb this increasing trend, coordination with relevant government agencies is necessary," he said.

The sale and advertising of illicit/smuggled cigarette brands was also discussed, and collaboration with law enforcement agencies was termed as a necessary prerequisite to curb the trend. Enditem