measures to prevent the industry influen- Tob Control: first published as on 23 January 2009. Downloaded from News analysis cing public health policy and to make any dealings between industry and govern- WORLD: HEALTH TRIUMPHS AT COP3 The standards adopted and to be set in ment transparent. Specifically, partner- In glorious contrast to how things used to official guidelines included measures cov- ships between the tobacco industry and go at intergovernmental meetings on ering pack warnings, with a recommenda- governments on projects related to public tobacco control in the past, for decade tion of a minimum of 30 per cent and health—youth education being an upon exasperating decade, genuine public preferably 50 per cent or more of pack obvious example—should not be allowed, health concerns dominated the latest surfaces covered by warnings, including the meeting agreed. The guidelines go meeting to set guidelines for implement- graphic images, to be rotated to prevent further still and activities that the indus- ing the World Health Organization’s their going stale, and a ban on misleading try loves to bill as ‘‘socially responsible’’ Framework Convention on Tobacco descriptors, such as ‘‘Light’’ and ‘‘Mild’’. are defined as forms of marketing which Control (FCTC). At the third Point of sale display bans were also should be strictly regulated. Conference of Parties (CoP3) held in advocated, and there seems a strong Tobacco interests have been desperate Durban, South Africa in November, a possibility that plain packaging will be a to get into policy making processes flow- strong pro-health consensus among the future target. Meanwhile, the guidelines ing from the FCTC, of course, to try to large majority of the 160 governments will prescribe a comprehensive ban on all water down policy, divert effort into less that have both signed and ratified the forms of promotion, including a ban on any important areas, and to use insider knowl- treaty—the ‘‘parties’’—defeated efforts to form of tobacco company sponsorship that edge to mount counter-offensives—all weaken policy guidelines to accommodate may be abused to promote tobacco use; tactics used in the bad old days of self- tobacco interests. Objectors to some of and—the bold new battlefront—measures regulation. Having nothing new to con- the decisions included the usual suspects, to try to fire-proof tobacco control policy tribute, their arguments have sounded Japan, Germany and China, but it was the from industry sabotage. pathetically tired and familiar after so strength and solidarity of the majority It is this last area that must be most many years of repetition. With regard to that most impressed. Most notably, they galling to tobacco executives and may advertising, tobacco companies still try to specifically addressed the ‘‘fundamental account for the particularly outraged tone pretend that it constitutes a vital oppor- http://tobaccocontrol.bmj.com/ and irreconcilable’’ incompatibility of the of some of their reactions. The headline of tunity for ‘‘communication’’ with con- tobacco industry’s agenda with that of the press release put out by British sumers, without explaining how, for health. In a meeting described by health American Tobacco (BAT) began with the example, a sleek white pack against a advocates as ‘‘momentous’’, this head-on words ‘‘Extreme regulation’’ and was silky background in a glamorous ad aimed treatment of the insidious efforts of the followed by seven further mentions of at young women communicates anything industry to wreck tobacco control mea- extremism in just two pages of text. at all except a grossly misleading impres- sures was probably the most remarkable Tellingly, the first paragraph told how sion about an addictive and lethal product. of many achievements. badly things could go wrong if regulation When short of a genuine argument, the While the guidelines agreed at CoP3 are was ‘‘pushed by pressure groups’’. industry damage limitation handbook not legally binding, they can be seen as Reassuringly, these intended pejoratives must say, make out that everything can be solved if we can only be allowed to reasonable indicators of the way things are among the same words that BAT on September 27, 2021 by guest. Protected copyright. will go in the future and the extent to habitually employed in the early days of develop safe cigarettes; and if that fails, which the FCTC will fulfil its potential. tobacco control to try to marginalise reach for the smuggling card. The first Their effectiveness can be shown by the bodies such as the Royal College of was rolled out in some of the tobacco rapid increase in the number of countries Physicians of London, the most eminent industry’s comments on the CoP3 nego- implementing smoke-free laws since the medical academic body in its home tiations, and the second formed a recur- guidelines on protection from second- country, whose leaders, typically late ring theme of BAT, which illogically hand smoke were adopted at the second middle-aged, conservative clinicians with claimed that if countries implemented CoP in 2007. In 2006, only 16 countries white hair and half-moon spectacles, the recommendations, smuggling would had effective smoke-free laws, but by the produced the world’s first expert report greatly increase. Without displaying so end of 2007 that number had almost on tobacco and disease, leading directly to much as a flicker of shame about tobacco doubled to 29; and in 2008, an additional the first US Surgeon General’s tobacco companies’ documented past collusion 18 countries either passed, or were in the report more than forty years ago. with smugglers, tobacco industry protests process of passing, smoke-free legislation. In a heartening example of truth and looked even more foolish than usual in The likely impact of the guidelines just integrity triumphing over lies and spin, view of the decision by CoP3 to continue agreed in Durban can be judged by that the hundreds of millions of dollars spent work on the negotiation of a new protocol most reliable evaluation of potential by tobacco companies in recent years to designed to eradicate illicit trade in tobacco effectiveness, the howls of protest they try to portray themselves as newly goods. Other decisions taken in Durban drew from the tobacco industry. responsible and worthy of a place at the included the preparation of guidelines for tobacco control table seem to have the next CoP on education, communica- counted for nought. Not only did CoP3 tion, training, public awareness and cessa- All articles written by David Simpson address obvious problems such as contin- tion, and reports on alternatives to tobacco unless otherwise attributed. Ideas and ued sponsorship of sporting and cultural growing, the protection of the environ- items for News Analysis should be sent events, albeit now toned down compared ment, liability and taxation. to: [email protected] to the anything-goes era, but it recom- Perhaps what tobacco companies find mended that countries set up special so infuriating is that such marginalisation

6 Tobacco Control February 2009 Vol 18 No 1 News Analysis has not only failed, but backfired. It is are available on the market in Lebanon, they that have been well and truly such as Vogue, La Femme, Virginia Slims, marginalised and what should have as well as other slim and ‘‘light’’ tobacco Tob Control: first published as on 23 January 2009. Downloaded from always been present—an unbroken link products with pastel and feminine between those who see first hand the designs. The tobacco industry has been human suffering caused by tobacco and targeting women in Lebanon and else- those who frame laws and regulations where with advertisements depicting free- that have some chance of effectively dom, liberation, health, love, fitness, reducing it—has now at last been estab- glamour and beauty. Such practices are lished. In forging and nurturing this chain, more successful in lower income countries educating and informing politicians, gov- where tobacco control policies and local ernment officials and the media, the grass roots advocacy capacity are weak. member organisations of the Framework The majority of Arab countries are Convention Alliance (FCA) and the other parties to the Framework Convention on associated NGOs all over the world have Tobacco Control which in Article 5.3 calls done an extraordinary job. Those involved for the protection of public policy from in other global public health problems interference by the tobacco industry. The have for some time now been calling for people calling for equality and empower- their own version of the FCTC; and now ment of Arab women must be aware that they must all want their own FCA. the tobacco industry makes similar and Many of those involved in the meeting fraudulent calls for the empowerment and paid tribute to the South African govern- freedom of women through the very ment’s helpfulness, inclusiveness and hos- images and branding it uses to increase pitality, epitomising the model host, as women’s consumption of tobacco. one put it. The next conference of Parties, RIMA NAKKASH CoP4, will take place in Montevideo, American University of Beirut, Lebanon Uruguay in late 2010. Meanwhile, dele- [email protected] gates to CoP3 and tobacco control advo- http://tobaccocontrol.bmj.com/ cates worldwide will be endeavouring to keep up the momentum and high stan- SWITZERLAND: IMPERIAL’S TENNIS dards set by CoP3. If the spirit of that RACKET meeting is anything to go by, things have The Swiss health group OxyRomandie has never looked more optimistic for tackling filed a complaint about the sponsorship of the tobacco pandemic. (Further details of a major world tennis championship by the FCTC and FCA can be found at http:// Davidoff, the premium international cigar- www.who.int/tobacco/ and http://www. ette brand owned by Imperial Tobacco. fctc.org/.) According to OxyRomandie, the sponsors relish using Switzerland, with its weak

LEBANON: PM SPONSORS ARAB WOMEN’S tobacco control legislation, as host country on September 27, 2021 by guest. Protected copyright. FORUM so they can bypass advertising bans in The second New Arab Women’s forum other European countries. One important was held in Beirut, Lebanon in October mechanism for doing this is the Davidoff 2008 under the auspices of the first lady of Swiss Indoors, notably via television broad- Lebanon and a number of ministers, casts of the tennis event, which reach members of parliament and other mem- Lebanon: Al Shabaka magazine is clearly aimed approximately one billion people world- bers of society and the intelligentsia. at fashion-conscious young Arab women— wide with repeated shots of players set However, one issue worth wondering apparently the same target that British against the Davidoff banner, with the about is why Philip Morris International American Tobacco has in its sights for its collaboration of television channels such (PM) was successful in being the Gold Vogue cigarette brand, featured in a full page as EuroSport. Another mechanism is trade- Sponsor of this event? advertisement inside. mark diversification, and a line of Davidoff Those familiar with tobacco industry non-tobacco products is being marketed as practices and their use of so-called corpo- implemented by the tobacco industry a way to enhance the brand image. rate social responsibility programmes to without being questioned or criticised, or Davidoff recently changed the logo for create goodwill and undermine opponents the target of strong objections? its non-tobacco products, apparently so as will understand what a tobacco company Among the themes covered by the to be able to argue that the Davidoff non- gains from such sly sponsorship. meeting were women’s leadership and tobacco products have nothing to do with However, while tobacco control advo- women in business, education, technol- the tobacco products. However, the style cates understand PM’s real agenda and ogy and politics. Ironically, the forum of print font used for the tobacco logo and what it wants to get out of such sponsor- called for ‘‘banning the exploitation of for the non-tobacco product descriptions ship, it is questionable whether the public women as advertising material while have simply been switched around. is so aware, or whether the first lady and creating a new consensus that will encou- However, tobacco advertising is banned her advisors understand what is really rage more correct treatment of women in on television in Switzerland. So going on. How is it possible that such the media’’. Many cigarette brands that OxyRomandie has filed a complaint to practices continue to be successfully are designed specifically to attract women the Swiss national television channel,

Tobacco Control February 2009 Vol 18 No 1 7 News Analysis claiming that the broadcasting of the As reported previously, after six years of Davidoff Swiss Indoors was in breach of political delays, the government enacted the law, to which the official television its anti-smoking legislation in January Tob Control: first published as on 23 January 2009. Downloaded from watchdog organisation has to provide a 2007 (see Hong Kong, China: sliding response within 40 days. If the answer is backwards. Tobacco Control 2008;17:147– not satisfactory, OxyRomandie will file a 148). The major opponent of the smoking complaint to the next highest level. legislation was a party whose members In response to the complaint, the main appeared to put the interests of big organiser and owner of the Davidoff business, including the tobacco industry, tennis event tournament claimed that before those of the people they repre- the Davidoff brand sponsoring it repre- sented, winning not only the long delay, SWITZERLAND: Roger Federer as seen on one sented only non-tobacco products. of many television broadcasts of the annual but the exemptions for bars, mah jong However, in the official programme, as Davidoff Swiss indoor tennis championships parlours and other, mainly non-food set on the event’s website accessible in held in Basel. serving venues allowed to apply for Switzerland, the link to www.davidoff. exclusion from the regulations. The usual com led to a welcome to a website fears whipped up about the impending ‘‘exclusively dedicated to information on China, after Philip Morris, British American financial disaster to the hospitality indus- smokers’ items and accessories by Tobacco and Japan Tobacco International. try not only proved groundless, but the Davidoff.’’ The same link accessed in Even when owned by Reemtsma, Hong Kong electorate recently voted out countries such as the United Kingdom, Davidoff’s success in attracting smokers of office many of those who had put whose tougher tobacco control law acti- with more money than wisdom was of business interests first. vates a country filter, leads to a rather concern to British American Tobacco The economic data may set a world different message: ‘‘We are sorry but due (BAT), which watched its rival brand in record for how hospitality venues can to UK legislation we are not allowed the international super premium market actually benefit from a ban. Government anymore [sic] to show you our website segment, State Express 555, being over- statistics on restaurant takings for the www.davidoff.com. Thank you for your taken by Davidoff. In 1998, BAT commis- period from 2006, before the ban, up to understanding.’’ sioned a market research report on the third quarter of 2008 show takings in

Davidoff exemplifies the extent to which Davidoff which found that Davidoff had 2007 were up 13.4% on 2006, while third http://tobaccocontrol.bmj.com/ the perceived brand characteristics of a gone from holding nine per cent of the quarter takings in 2008 were up 31% on the particular cigarette are almost entirely segment in 1994 to 24 per cent in 1994, same quarter in 2006. While some adjust- derived from promotional activities, rather against 555’s growth from one per cent to ments must be made for factors such as than from any intrinsic feature of the nine per cent in the same period. food cost increases, the overall trend seems actual product. Even today, perhaps espe- For many years, Switzerland has been to provide conclusive evidence that more cially today, Davidoff relies on a range of the poor relation in western Europe in people have been going out and spending top notch brand associations. In recent terms of its tobacco control achievements, more in non-smoking restaurants since the years, the brand has changed hands, from and some would say that even now, after smoking ban took effect. the formerly independent German manu- closing much of the gap, its regulations It is clear from a lively public debate facturer Reemtsma, to Imperial, originally have as many holes in them as a Swiss maintained during the interminably long dependent largely on its home market, cheese. With Swiss help, perhaps wait for a government decision that on September 27, 2021 by guest. Protected copyright. which bought Reemtsma on its way up Davidoff’s impressive rise is set to con- plenty of hospitality industry proprietors into the big league. Imperial recently tinue apace. and managers will be celebrating the end acquired Altadis, the company formed to of exemptions. Many have no doubt seen take over the former state-owned French HONG KONG, CHINA: SMOKING BAN through tobacco-friendly scaremongering company SEITA and its Spanish opposite BOOSTS BUSINESS and disinformation campaigns. Certainly, number Tabacalera. It is now the world’s After years of suspense and inaction, the a repeated call has been heard for a level fourth largest tobacco company outside government finally announced in playing field for their businesses, which November that the much criticised will at last be established from July 2009. exemptions to its public places smoking Meanwhile, the most important piece of ban, which subjected hundreds of staff to the tobacco control jigsaw still missing in continued exposure to environmental Hong Kong remains the total lack of a tobacco smoke in many bars and other tobacco tax increase for the past eight years. leisure venues, would end on 30 June Hong Kong has been in theunusual situation 2009. Ironically, it appeared to do so not of not needing the additional revenue that is for health reasons—a new report on lung usually the motivation for governments to damage in staff at exempted venues was raise tobacco tax. However, it is to be hoped still to be published—but because the that the recent changes in political complex- only rationale for the exemptions in the ion of its legislative council may end a tax first place, that economic damage would holiday that has resulted in a six per cent rise SWITZERLAND: Imperial Tobacco appears to in smoking among 10–19-year-olds. Perhaps have almost exactly switched fonts for the logo result from a total, exemptions-free ban, and product descriptions of its cigarettes and simply disappeared when new data the dark storm clouds overshadowing most non-tobacco products, apparently so as to be showed that hospitality venue revenue countries’ economiesmayhave asilverlining able to argue that the latter have nothing to do since the ban had actually gone up, and in the form of encouraging the government with tobacco products. substantially so. to start raising tobacco tax once more.

8 Tobacco Control February 2009 Vol 18 No 1 News Analysis

dangerous to its prey and when provoked, and furthermore, in much eastern folklore

it is invested with some highly admirable Tob Control: first published as on 23 January 2009. Downloaded from and powerful qualities. Whatever the image, it could not have been more inappropriate that the latest announcement of yet another delay in implementation came just when the Conference of Parties to the Framework Convention on Tobacco Control had agreed on the need for really hard-hitting, INDONESIA: This man was photographed large and rotating graphic warnings, and recently in the Northern Sulawesi region of had indicated that plain packaging for Indonesia, which has particularly high tobacco tobacco products should be seriously consumption among men. Indonesia, the fourth considered in the future. largest country in the world, has an overall Who is behind the delay? Most Indian smoking prevalence among adult males of health advocates blame tobacco interests, around 65 per cent, with an already large especially those involved in the country’s burden of health problems set to increase to ubiquitous bidi (small, cheap, hand-rolled levels that are particularly tragic and costly to a cheroots) and oral tobacco products, and a low income country. The fact that US tobacco companies are so closely associated with the sufficient caucus of politicians ready to do spread of cigarette smoking around the world their bidding. So widespread is frustration does not augur well for Indonesia, whose with politicians that head and neck cancer largest local maker, Sampoerna, is now owned surgeon Dr Pankaj Chaturvedi, who daily by US manufacturer Phillip Morris. Photo: Mimi sees the human tragedies caused by these Nichter. INDIA: a cartoon by cancer surgeon Dr Pankaj products, designed a warning that he Chaturvedi, linking a tough health warning with thought most apt. It depicts a national politicians who repeatedly delay the stereotype of a certain type of politician, http://tobaccocontrol.bmj.com/ implementation of them. as instantly recognisable to many Indians was promoting itself as a sponsor of the as the skull and crossbones would have Catholic Church’s World Youth Day and INDIA: PACK WARNINGS DELAYED been. It speaks volumes about the weari- a well-known charity that aimed to The story of the planned implementation ness and cynicism many feel about the reduce cancer in children. of pictorial tobacco pack warnings in politicians who have ensured yet again Qantas defended the trial, claiming India, which have been delayed yet again, that India does not get the pack warnings other airlines including British Airways, are beginning to look as ancient as the it needs. Virgin Atlantic and Cathay Pacific sold history of that great country itself. If is duty-free tobacco in-flight, and denying hard to remember their origins, it is even that the trial had anything to do with the AUSTRALIA: IN-FLIGHT TOBACCO PUSH more difficult to understand some of the appointment of former BAT executive ENDS AFTER OUTCRY decisions, or cop-outs, along the way. Paul Rayner, described in media reports on September 27, 2021 by guest. Protected copyright. Australia’s national airline Qantas has Naturally, a country so diverse, with so as a ‘‘retired tobacco peddler’’, as a non- stopped selling duty-free cigarettes on its many languages and such a range of executive director of Qantas. international flights after an email advo- literacy levels, finding a visual message After a strong email advocacy campaign cacy campaign resulted in widespread recognisable to as many people as possible by ASH and a federal government letter of negative media coverage and a wave of is a challenge; however, the one that concern to the CEO of Qantas from public opposition. health advocates recommended as Senator Jan McLucas, Parliamentary Concerns were first raised by Qantas instantly familiar to most people, from Secretary to the Minister for Health and staff in July when they received letters its use on high tension electricity pylons, Ageing, the airline backed down and from management directing them to take was the skull and cross bones. confirmed that the trial would end on part in a three-month trial of ‘‘prominent However, after much public debate, 1 November for ‘‘a number of reasons’’ display’’ of three tobacco brands by and much in private between tobacco and that there were ‘‘no plans’’ to stacking them on top of trolleys and interests and politicians, too, it seems, reintroduce the promotion. this was dumped, partly on the faintly wheeling them at eye height past passen- Ending duty free sales of tobacco is a absurd grounds that it had religions gers—including children. commitment in the Framework associations to some people, despite the Several Qantas employees reported to Convention for Tobacco Control (FCTC) fact that its use on electric poles in their Union and to ASH that they were and a far more comprehensive solution to thousands of villages around the country uncomfortable about selling an addictive the problem, as many other airlines and had never provoked any protests. In its drug as part of their job. As Qantas had most airports continue to prominently place, the image of a scorpion was chosen. not sold duty free cigarettes on flights for display and sell duty-free tobacco. This is a strange choice and strongly ten years, the policy reversal was seen as a suggests tobacco industry deviousness, backward step by many crew members for not only will most people, especially and passengers loyal to the airline. STAFFORD SANDERS, ANNE JONES children, never have seen a scorpion, but The commercially driven move by Action on Smoking and Health (ASH) Australia unlike tobacco, the creature is only Qantas was further criticised as the airline [email protected]

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