Pakistan: New Tobacco Ad Regulations from May 31

Source from:  Business Recorder  03/21/2014

The government is introducing new regulations from May 31, 2014 to further strengthen the existing tobacco advertising regulations across the country. Experts told Business Recorder here on Wednesday that the new regulations will be effective from May 31, 2014 and include a complete ban on television and newspaper advertising as well as restriction on use of human or animal images and a complete ban on outdoor advertising.

These new regulations will make the laws stronger and are a step in the right direction to further discourage smoking and protect the youth from irresponsible marketing tactics of some tobacco companies. However, it is yet to be seen whether these laws are going to be another few pages in the books of law or will the government actually take steps to control smoking and enforce these laws, as there is little evidence of enforcement in the past. Some tobacco companies have rampantly been running various illegal promotional campaigns which include consumer incentive schemes, cash rebates, etc. Moreover, some companies have developed innovative ways of putting up their advertising materials on billboards merging the colours and logos of their brands which is a flagrant violation of these laws.

When contacted, Nadeem Iqbal, Executive Director, The Network for Consumer Protection has welcomed the recent steps taken by Ministry of National Health Services, Regulations and Co-ordination against tobacco companies for illegal promotional activities and said that some tobacco companies play with laws trickily and do various promotional advertisement campaigns of their brands, which are violations of government laws and guidelines. Recent promotional campaigns by tobacco industry are open violation of the existing laws and regulations. He demanded government to fully enforce these laws and tobacco advertisement guidelines and should take strict action against tobacco companies and stop such illegal cigarette promotional campaigns.

According to Professor Javed Khan, Chairman, National Alliance for Tobacco Control tobacco industry has a long history of violating the country laws. Two years ago, a tobacco giant had advertised a cigarette brand in different newspapers. And now these tobacco companies are again violating the 'Prohibition of Smoking and Protection of Non-Smoker's Ordinance 2002' and subsequent SROs. He urged government to take strictly enforce laws and make sure that such illegal promotional campaigns should be stopped. Enditem