Tob Control: first published as 10.1136/tc.2009.034454 on 2 December 2009. Downloaded from KAZAKHSTAN: PUBLIC SMOKING BAN News analysis Like Bulgaria (see page 429), just a few years ago Kazakhstan would not have been NEW ZEALAND: INDUSTRY FACES GRILLING URUGUAY: NEW HEALTH WARNINGS expected to turn up on a list of countries OVER MAORIS Uruguay is set to have the largest health likely to ban smoking in all public places. In which country might one hear the warnings in the world. A new set of six But as the health ministry said when most refreshingly straight talk about the graphic pack warnings, each covering 80 announcing such a move in September, tobacco industry in the national legisla- per cent of the front and back of the pack, the central Asian country is now following the recommendations of the World Health ture? There may be no easy, single was finalised in September. They will Organization, according to whose data answer, but recent experience suggests have to be in place by 1 March 2010, more than 30,000 people die every year in that New Zealand must be a contender. though the warnings they replace, which Kazakhstan from smoking. Sports stadiums While the majority of New Zealanders covered 50 per cent of the pack, were and public transport facilities were already have been reducing their tobacco con- ordered to be expanded to 80 per cent by smoke-free, but Kazakh bars and night- sumption for several decades, the indigen- December. The two large sides of the pack clubs, and all other remaining public areas ous Maori people still have alarmingly are not the only place where Uruguayan not previously covered by the ban, have high smoking rates. New data announced smokers will see health warning informa- now been forced to go smoke-free. At the by the health ministry in September tion: a statement will also be required on same time, the age at which people may be showed that 49.3 per cent of Maori the side of tobacco packages, in black on sold alcoholic drinks has been raised from white, to the effect that the product women and 41.5 per cent of Maori men eighteen to 21, in view of the country’s still smoke, compared to just over a fifth inside contains nicotine, tar and carbon significant problem of alcoholism. of the adult population as a whole. Like monoxide. many countries with a relatively long The bold assurance with which a history of public education about tobacco, relatively small country in Latin America RUSSIA: WHAT IS JTI PLAYING AT? it is among the lower income, more has ordered yet another set of warnings— The acting profession and the tobacco vulnerable minority population where the fourth since 2006—is a mark of just industry have shared a long and infamous tobacco companies see their greatest how far this aspect of tobacco control has history, promoting the fiction that smok- hopes of sustaining sales. come in a relatively short time, as well as ing is glamorous. While campaigns, Not surprisingly, then, Mr Hone of the Uruguayan government’s admir- including Smoke Free Movies, have Harawira, a member of parliament for able determination to place appropriate exposed the industry’s extensive use of the Maori Party, wants tobacco company labels on a uniquely dangerous product. tactics such as paid endorsement and executives to be summoned personally to The bloody fights waged in countries such product placement, the linking of smok- http://tobaccocontrol.bmj.com/ face questions at an inquiry by the Maori as Canada, a pioneer of modern graphic ing with aspirational lifestyles remains a Affairs parliamentary select committee warnings, seem a very long time ago. key strategy. into the impact of tobacco use on Maori Absurd arguments and desperate threats This is evident in a casting call this people. The committee would talk to may still be used by the tobacco indus- autumn for jobbing British actors by everybody concerned, he said, before it try—in Canada, for example, they gave Eyecandy Model and Promotions Agency got to the tobacco companies, implying straight-faced assurances that more than a for a job to help launch a new brand of that he was determined that the fullest few colours were technically impossible, cigarette in Russia. But the call is not for powers available to the parliament’s while threatening to take their package an acting part in a commercial film. Speaker be used to force the New printing work to the USA—but now that Regulation of tobacco advertising has Zealand-based chairpersons and chief the great graphic warnings race is well progressively tightened in Russia since on September 25, 2021 by guest. Protected copyright. executives, not just the public relations and truly off the starting blocks, we 2002, with restrictions on television and ‘‘spin doctors’’, to be involved. should see progressively less of such radio, and a ban on outdoor tobacco advertising since 2007. New legislation is Mr Harawira made it plain that he nonsense, and progressively more creative currently making its way through the expected this to be an uncomfortable and effective ways of showing just what Russian parliament which would make experience for those involved. Just in case is contained in those once alluring packs. the country compliant with FCTC stipu- anyone missed any slight nuance of lations for a comprehensive ban on meaning in his announcement, he added: tobacco advertising, promotion and spon- ‘‘to be brutally frank I’d like to lynch sorship. According to Euromonitor, these these bastards... This is a war against restrictions have made it extremely diffi- people who kill New Zealanders ... I don’t cult to launch new brands in Russia, particularly give a shit about what they currently the third largest cigarette mar- say [in their defence].’’ ket in the world by volume. Tobacco companies in Russia have therefore shifted increasingly to indirect marketing methods. The casting call for a All articles written by David Simpson ‘‘good looking’’ British actor aged 25-48, unless otherwise attributed. Ideas and Uruguay: the back and front of one of the new with ‘‘well groomed hands’’, is a good items for News Analysis should be sent Uruguayan pack health warnings, focusing on example. The 8-week job takes the now to: [email protected] the little known presence of toxic chemicals familiar distribution of free samples in such as lead and cadmium in cigarette smoke. bars even further by requiring the actor to Tobacco Control December 2009 Vol 18 No 6 427 News Analysis Tob Control: first published as 10.1136/tc.2009.034454 on 2 December 2009. Downloaded from play the part of a ‘‘vitolier’’, a seemingly European countries such as France and need, with half as many patients as made up word meaning ‘‘tobacco expert’’, Germany. While staggering levels of alco- receive a lung transplant dying while still which is likened to the respected position hol consumption have a lot to answer for, on the waiting list for one; and if the of sommelier, a master of all aspects of smoking is also taking a major toll. With hospital did not use the lungs of smokers, fine wines. For £125 ($204) per day plus male smoking rates at 61 per cent, the the number of lung transplants would be £15 ($24) expenses, the actor will visit number of reported cases of lung cancer significantly lower. restaurants, with an interpreter, to play has increased by 63 per cent over the last out the following scenario on unsuspect- ten years. Smoking is cited as the main CHINA: EXPO REJECTS TOBACCO FUNDS ing members of the public. cause for 52 per cent of all cancer cases, Organisers of the 2010 Shanghai World A script outline dictates the essential the biggest cause of premature deaths Expo recently responded to concern and shape of each visit, starting with the alongside heart disease. rejected a 200 million yuan (US$29 million) ‘‘vitolier’’ and interpreter entering a res- With most Russians struggling to earn a donation from the Shanghai tobacco com- taurant and taking a seat at the bar, decent living, JTI’s attempt to launch a pany in order to observe the promise of looking for a table with smokers, sending new luxury brand of cigarette really does a ‘‘healthy and smoke-free Expo’’. The over a waiter with a note in which ‘‘a belong in the realm of fantasy. The whole announcement came in response to several British tobacco expert from London’’ asks campaign has an air of fiddling while weeks of heated debate around China in to talk to them. After introducing himself, Rome burns. One must also ask whether July on the legitimacy of allowing tobacco the actor says he has been invited by tobacco advertising executives really are promotion and sponsorship in a public Japan Tobacco International (JTI) to visit that out of touch with reality. Or is this event like the World Expo. their country and that he is ‘‘really just another example of the creativity of The debate was partly triggered by an interested in the tastes of Russian smo- the industry in seeking to circumvent earlier suggestion from a group of Chinese kers.’’ He is then to converse with them stronger regulation? JTI claims that it health experts that Expo organisers about their tastes and preferences regarding ‘‘believes that appropriate regulation of should reject the donation, which would premium cigarettes, also telling them about tobacco is both necessary and right, in the have been a ‘‘public showcase of tobacco ‘‘the English tobacco traditions’’, mention- interest of public health. We believe that advertising’’ and a ‘‘violation of interna- ing Sobranie cigarettes and recommending the WHO, sovereign governments, non- tional treaties’’.