News Analysis Tob Control: first published as 10.1136/tobaccocontrol-2019-055319 on 23 August 2019. Downloaded from cigarettes#) detailed how Philip Morris PMI-funded Foundation for a Smoke Free Worldwide news is running marketing and promotion World (FSFW). In 2018, FSFW provided campaigns to sell its heated tobacco a US$1 million grant that created a and comment product IQOS at half price, or on a free Centre for Research Excellence: Indige- trial basis, in areas with high Māori popu- nous Sovereignty and Smoking, led by a lations such as sports clubs, as part of a Māori researcher and prominent advocate On 26 July the latest WHO Global Tobacco process the company calls ‘community for vaping and other alternative prod- Report was launched in Brazil. While it activations’ or ‘community outreaches’. ucts. Although based in Aotearoa/New showed progress in expanding the number The company has hired a Māori ex-jour- Zealand, the Centre is intended to be of people globally who are covered by at nalist as their communications person, global in scope. least one MPOWER measure, it starkly and a Māori woman as their community In May this year, an editorial by 13 highlighted how much remains to ensure relations lead; she attributes the ‘exten- leading Indigenous health researchers and that the right of all people to good health sive hyper-care’ programme run by Philip leaders from New Zealand, Canada, the is fulfilled. As implementation of Frame- Morris International (PMI) for many USA, Australia and Papua New Guinea work Convention on Tobacco Control people taking up the product. was published in Tobacco Control, firmly (FCTC) measures progresses, the tobacco Co-opting Māori to lead the sales rejecting tobacco industry strategies industry—like any aggressive vector— push has been strongly criticised. Long- and funding, no matter how these are continually mutates, finding new forms time tobacco control advocate Shane packaged. The authors noted that for and strategies to attempt to convince Kawenata Bradbrook said in an inter- indigenous peoples for whom tobacco politicians and the general public it has view with Māori Television: “Before they has always been part of their culture changed. Among its key strategies are infil- used to just kill us – now they’re hiring ‘the modification, transformation and trating and subverting agendas for health our people, and saying ‘get out into your commercialisation of the nicotiana and development, as well as co-opting communities and sell this stuff directly tobacco plant belittles and disrespects allies (whether wilfully ignorant, or simply to your community’…there’s a prime something which is held sacred’ and willing to take blood money) to sing from example (of exploitation of our people). ‘tobacco industry–funded research activ- its song sheet. In this issue, we look at Use your own people to get into your ities can be seen as a form of contem- recent events which highlight manoeuvres community, sell it as a good product. At porary colonisation’. They concluded: to impede progress to address the human- the end of the day, who are you pleasing? ‘Indigenous peoples should not accept caused, greed-driven disaster that is the Ultimately, it’s the shareholder and the tobacco industry funding. Whether it is CEO and all the other machinery behind explicit or implicit, the tobacco industry tobacco epidemic. copyright. these big tobacco companies.” (Interview will use the Foundation to meet its agenda NEW ZEALAND/USA: PMI, JUUL AND available at: https://www.maoritelevi - which is in stark contrast to the health THE EXPLOITATION OF INDIGENOUS sion. com/ shows/ te- ao- moana/ S01E007/ and well-being agendas of Indigenous te- ao- moana- series- 1- episode- 7). PEOPLES peoples. Indigenous communities and Earlier this year, PMI stated that it Like most indigenous peoples who have the public health sector must act now to wanted to phase out sales of its combus- resist co-optation of Indigenous culture, experienced colonisation, the Māori of tible cigarette products in Aotearoa/New seek a genuine end to nicotine addiction Aotearoa/New Zealand have dispropor- http://tobaccocontrol.bmj.com/ Zealand by the end of the year—but tionately high smoking prevalence. Among among our peoples and unify against linked the commitment to the govern- adults, 13% of all New Zealanders smoke, the industry’ (See: https://tobaccocon - ment offering tax breaks and ‘appropriate’ trol. bmj. com/ content/ early/ 2019/ 05/ 10/ compared with 31% of Māori. Tobacco regulation for alternatives such as heated tobaccocontrol- 2018- 054792). was not part of Māori culture before colo- tobacco products. Prime Minister Jacinda nisation, and there is a strong tradition Ardern slammed the move as not sincere, of Māori resistance to it. Central to this noting: “I think if they (Philip Morris) are W T ORLD: BA ’S (SELECTIVE) resistance was an emphasis on the need to really focused on reducing harm, ending CELEBRATION OF WORLD PARENTS’ shift attention away from individuals to the premature deaths caused by smoking DAY commercial tobacco companies and their then just not selling cigarettes would make In a shameless public relations strategy, products. Unfortunately, Māori resistance a huge contribution.” British American Tobacco (BAT) hopped to tobacco has faced significant challenges on September 25, 2021 by guest. Protected In a similar move, JUUL is reported to on the Global Day of Parents bandwagon in recent years, not least due to substan- be targeting native American communi- this year, co-opting the day as a way to tial disinvestment from tobacco control, ties in the USA. The company (in which project itself as a family friendly employer. including Māori-focused activities. tobacco giant Altria—parent company of The Global Day of Parents, celebrated Now, a new challenge is emerging: Philip Morris USA—recently purchased on 1 June each year, is proclaimed by promotion of new products, supported a 35% stake) has been sending represen- the United Nations as ‘an opportunity by targeted discounting to Māori. A July tatives to communities to give out free to appreciate all parents in all parts of media report (available at https://www. samples and starter kits. Similar to the the world for their selfless commitment newsroom. co. nz/ 2019/ 07/ 11/ 677880/ PMI approach in New Zealand, JUUL is to children and their lifelong sacrifice big- tobacco- targeting- maori- with- e- offering the strategies as part of a smoking towards nurturing this relationship.’ The cessation/switching programme, with a UN also makes reference to the Sustain- ‘full time programme director’ offered to able Development Goals (SDGs) and All articles written by Marita Hefler the tribe at no cost. their focus on ending poverty, promoting unless otherwise attributed. Ideas and There is a striking coherence to these shared economic prosperity, social devel- items for News Analysis should be sent targeted strategies, which also aligns opment and people’s well-being while to: [email protected] with the activities and rhetoric of the protecting the environment. Tob Control September 2019 Vol 28 No 5 481 News Analysis Tob Control: first published as 10.1136/tobaccocontrol-2019-055319 on 23 August 2019. Downloaded from The tobacco industry repeatedly screens, and quotes for the use of the event attempts to use corporate social respon- lounge for PMI events. sibility initiatives to position itself as a Switzerland is one of a handful of coun- contributor to achieving the SDGs. In tries that has not ratified the FCTC (an reality, the industry and its products create omission which is reflected in its mani- and exacerbate poverty and inequality, festly inadequate tobacco control poli- hamper social development, harm well- cies), and is therefore not bound by its being and contribute to environmental obligations. The deal nonetheless raised degradation. Bearing all this in mind, it concerns both within Switzerland and at was a crazy audacious move to try and WHO headquarters. The WHO stated that co-opt Global Day of Parents for their the deal likely breached a 2011 memo- own ends. So, how did they approach it? randum of understanding it signed with According to their website, proud the Bureau International des Expositions parents in their UK headquarters were (BIE), which addresses public health issues asked ‘What does being a parent mean linked to global events, and includes a ban to you?’. Interestingly, there was no on tobacco advertising, sales, promotion mention of whether these ‘proud parents’ and sponsorship. Critics within Switzer- consume the products of their employer— land included the Federal Office of Public or whether they dreamed of their child/ F igure 1 Former UN Development Health, the National Tobacco Preven- ren using BAT products when they grow Programme Administrator and New Zealand tion Working Group, the Swiss School of up. Of course, readers familiar with the Prime Minister Helen Clark’s tweet in response Public Health and several politicians. tobacco industry would be well aware that to Michael Møller’s departing memo urging a Tobacco companies often find that minis- tobacco industry employees tend to see rethink on the UN policy of non-engagement ters with portfolio responsibilities outside their products as being for ‘other people’. with the tobacco industry. The tweet was health are receptive to their overtures. The winning entries were then given retweeted by WHO Director General Tedros However, this sponsorship decision was a professional family photo shoot and Adhanom Ghebreyesus. Source: Twitter/Helen particularly disappointing , given that the showcased on the BAT website with lots of Clark. Swiss foreign minister Dr Ignazio Cassis is fluffy, feel good comments about ‘making a medical doctor who practised for over a the world a better place’, ‘realising the decade until 2008, holds a Master of Public francs (approximately US$1.815 million), meaning of life’ and knowing your child Health and was the vice president of the copyright.