Dissociating? Well, not entirely. As the

News analysis boss of ITC’s division put it, the Tob Control: first published as on 22 May 2009. Downloaded from Wills brand name would become ‘‘incon- : SURROGATES AND SPOOFS To the fashion-wear ranges were added, spicuous’’ and the product sold and pro- Barely a week after the World Conference among other goods, Essenza Di Wills moted as Navy Cut. on Tobacco OR Health had closed in cosmetics and grooming products and Certainly, the Wills name is now Mumbai, India, the city was awash in the Fiama Di Wills and Vivel De Wills soaps separate from and smaller than the rest glamour of the Wills Lifestyle Fashion and bath products. A cynic might suspect of the name on a pack of Navy Cut Week, a five-day media extravaganza and that all these fragrant goods were spe- . However, it is hardly a shrink- a feast for fashion photographers. News cially selected for being at the very ing violet among the names and logos on reports were carried around the world, opposite end of the spectrum of olfactory the pack. Its prominence in embossed gold including in newspapers for which the experience from the products that made is enhanced by the familiar WD & HO tobacco conference did not appear to have Wills a household name over the past Wills coat of arms above it, which in turn happened, decorated by photographs of century. is oddly reminiscent of the WLS—for exotic models wearing equally exotic How and why did all this happen? One Wills Lifestyle—that appears in associa- designer creations. Yet Wills has been motivating factor cited by commentators tion with some of the new non-tobacco one of India’s best known brands at the time was a law passed in 1994 products. for as long as most people can remember. prohibiting direct or indirect advertising To health advocates, it looks as though Comprehensive tobacco control legisla- of tobacco or alcohol on commercial ITC may have things both ways. Many tion is in place, so how can such broadcasting and cable networks. In are not impressed with the purported diametrically opposed uses of the brand ensuing years, as some interpreters won- inconspicuousness of the Wills name, name be permitted? dered whether it was the end of cigarette arguing that even if it never appeared at Indians’ awareness of Wills cigarettes brand extension and surrogate advertis- all on cigarette packs, it is so well known dates from the days of British colonial ing, the government issued a raft of what from decades of promotion as a cigarette rule, when in 1910 the UK-based British were billed as ‘‘fine-tuning’’ clarifications. that its use should not be permitted on http://tobaccocontrol.bmj.com/ American Tobacco (BAT) set up an Indian Even the wisest of lawyers or philoso- any other products. subsidiary, Imperial Tobacco Company phers might have been hard pressed to To draw attention to this, cancer (the original long form name of modern understand, but in effect, the authorities surgeon Dr Pankaj Chaturvedi, who daily ITC). Through ITC, BAT made and seemed to be saying that the new rules sees the ravages caused by often terminal promoted cigarettes including Wills, did not to apply to ‘‘genuine products’’, diseases caused by tobacco, created a Gold Leaf and John Player, though ironi- but only to those that were new or had spoof logo for a notional event remark- cally, the rights to make these British hardly been established. ably reminiscent of Wills Fashion Week. brands in BAT’s own home country were In 2004, ITC specifically acknowledged Dr Chaturvedi’s work will already be later sold off to a UK rival. In recent the problems of using the Wills name in familiar to readers of this journal (see decades, ITC has become progressively both tobacco and non-tobacco products Tobacco Control 2009;18:9 and 17:297). It more diversified and Indian-owned, may now be quite familiar to ITC’s when it announced that it was dissociating on September 29, 2021 by guest. Protected copyright. though as recently as last year, BAT still the Wills brand name from its cigarettes. people, too, since between operating on earned a tidy £117 million from its This was, it said, so that Wills Lifestyle some of tobacco’s hundreds of thousands minority stake in the company. products could be promoted without of victims in India each year, his artistic Meanwhile, part of ITC’s diversifica- being accused of surrogate advertising. talents have focused on lampooning some tion had been carried out under a title of ITC’s own, less lifesaving operations. that was bound to raise suspicion among For example, his thoughts on Wills health advocates. In 2000, it had entered what it termed the ‘‘lifestyle retailing’’ business, with Wills Sport (casual clothes), later expanded to include Wills Classic formal wear (2002) and Wills Clublife evening wear (2003), with John Players menswear along the way, in 2002. In 2006, it launched Wills Lifestyle India Fashion Week, with Miss Players young women’s fashion clothes being added a year later. Giving a presence on the street, a chain of Wills Lifestyle stores were set up to sell the new ranges of clothes.

All articles written by David Simpson unless otherwise attributed. Ideas and items for News Analysis should be sent to: [email protected] India: the Wills Lifestyle Fashion Week logo (above) and Dr Chaturvedi’s spoof logo (left).

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Lifestyle make fun of the brand name’s a free trade haven, but nowadays this proximity to the last will and testament light shines far less brightly. that many tobacco users have to make as In fact, among profes- Tob Control: first published as on 22 May 2009. Downloaded from they anticipate their premature demise. sionals, the government’s failure to raise This sort of creative health promotion tobacco tax for more than eight years, had an unforeseen benefit due to the with a consequent cheapening of accuracy of the internet search engine in real terms, vied for top place as a cause Google. It seems that if Indian web surfers of frustration with its dithering on entered Wills Fashion Week Logo into whether to go all the way on public Google, they got Dr Chaturvedi’s spoof places clean air legislation. As the annual rather than the official logo. Similarly, a budget announcements approached, remarkable number of searches for other health organisations went into overdrive. tobacco-related word sequences also led A series of programmes on leading broad- Indians to some of his other creations casting stations presented a tough health (http://chaturvedi.pankaj.googlepages. position in support of a rise. In a high com/tobaccokills). Perhaps health advo- visibility campaign, Hong Kong Council cates in other countries will be in for on Smoking and Health (COSH), together similar, pleasant surprises. In India, any- India: concept for an advertisement involving with hundreds of medical and nursing way, it seems that in some ways, the pen wills, as seen by cancer surgeon Dr Chaturvedi. students and students of Chinese tradi- can be mightier than the scalpel. tional medicine, marched to the Treasury These advise governments to divest all to present a petition demanding a tobacco NORWAY: $2 BILLION SALE OF TOBACCO holdings in tobacco companies in order to tax rise, something that many finance STOCK keep public health interests free from ministers would give a lot to receive. The Norwegian Government announced adverse economic influence. Tobacco interests had long been busy on 3 April that it is to divest its funds Norway has long demonstrated above- lobbying against any change in the from all companies which take more than average concern for the welfare of low consumption-friendly status quo and less five percent of their profits from tobacco income countries, with a disproportio- than a month before the announcement, http://tobaccocontrol.bmj.com/ production. Its pension fund, Global, nately large and effective contribution to an apparently well informed insider reputedly the second largest in the world, development projects. Similarly, health reckoned the rise would not happen. has until recently held an estimated US$ organisations the government’s However, it seems as though the increas- 2.1 billion in the . A new move will have a knock-on effect in ing volume of the health campaign was debate over divestment of tobacco hold- low-and middle-income countries. The heard in the corridors of power, espe- ings from the pension fund has been going Secretary General of the Norwegian cially as the Finance Secretary, making on in Norway since 2004, when ethical Cancer Society, Ms Anne Lise Ryel, said, the announcement of a rise at last, said it guidelines were introduced for the fund. ‘‘The tobacco industry is exploiting vul- was for health reasons. Although the rise Tobacco control activists from a number nerable populations in developing coun- he announced, 50 per cent, may sound a of national non-governmental organisa- tries to fill their own pockets. Norway has lot, and despite the wide range of tions had rallied politicians since the taken clear action to show that it wants personal disposable income in Hong on September 29, 2021 by guest. Protected copyright. guidelines were introduced, arguing that no part in this practice.’’ The WHO’s Kong, it still leaves cigarette prices the investments were neither morally Director-General who presided over the comparatively low in Hong Kong, as viable nor economically sensible. Among concept and negotiations for the FCTC the tax rate before the rise accounted the tools used by health advocates as they was Dr Gro Harlem Brundtland, a public for such a small proportion of the retail lobbied their elected representatives was health doctor by profession—and for- price. The end result is that the compa- an impressive-looking book solemnly merly the prime minister of Norway. nies have only raised the retail price of an entitled, The Tobacco Industry Code of average pack by around 5.7 per cent, Ethics: Moral Guidelines for a New HONG KONG, CHINA: TAX RISE AT LAST which still leaves it little over half the Millennium. Those politicians who had As readers of this journal will know, the price of a pack in some of the higher- never thought much about the topic were apparent lack of need for extra tax taxing countries of Europe. the only ones likely to have got a surprise revenue has been among the most unu- Time will tell whether this heralds a when they opened it. Every single page sual aspects of the special administrative new chapter in Hong Kong’s roller coaster was blank (see front cover). region of Hong Kong, China for many of tobacco control. Many are sceptical, Norway was an early leader in compre- years (see Hong Kong, China: smoking especially after the Finance Secretary said, hensive tobacco control legislation, ban boosts business. Tobacco Control incredibly, that he hoped not to receive including a total ban on tobacco promo- 2009;18:6–9). Thus the driver for many increased revenue from the rise. While this tion since the mid-1970s, one of the countries’ regular reviews of tobacco tax could mean he hoped for reduced tobacco components most bitterly fought against has been missing, compounding what use and something near the notional by tobacco companies. It therefore set an appears to be lessening political concern diminishing returns that have never been important precedent for other European about the ill heath caused to Hong Kong reached even with much higher tax and countries. Now, once again, it plans to citizens by tobacco and the apparently prices in similar economies, some think it take the lead to become the first country relatively greater concern given to repre- indicated a lingering resentment among in the world to implement the recently sentations from tobacco interests. Hong senior government personnel about giving released guidelines for the World Health Kong used to be a shining beacon of in to public health demands. After all, Organization’s Framework Convention tobacco control leadership for the region, they point out, the government has on Tobacco Control (WHO FCTC). all the more powerful due to its success as removed all tax from beer and wine and

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increase their tobacco sales, including chain was held in front of the National lavish parties and offers to refurbish their Museum in the capital, Dhaka. shops and sales booths. One retailer in a Tob Control: first published as on 22 May 2009. Downloaded from remote area felt so oppressed by such BRAZIL: SMOKE-FREE overtures, including offers of commer- Sa˜oPaulo’s parliament passed a total ban cially attractive discounts and stocks on on smoking indoors, including bars, res- loan, that he decided to take exactly the taurants and hotels on 8 April. There are opposite action to that intended by the no exceptions permitted and the law was tobacco marketing people: he completely passed in the face of massive opposition stopped selling cigarettes. Instead, he from the hospitality industry and some posted a simple notice to his customers newspapers. Health advocates see the above the entrance to his shop. Painted in victory as all the more significant in view the Sinhala language, it says, ‘‘For the of Sa˜oPaulo state’s role model status and sake of you and your children I have size—it has 40 million inhabitants. The stopped selling cigarettes here.’’ historic move was led by the state governor, Jose´ Serra, a former health UKRAINE: LARGE TAX RISE minister, supported by ACTBR, a broad On 31 March, the Ukrainian Parliament coalition of organisations working with voted in favour of a law that will impose a the state government. Sri Lanka: industry pressure to sell more four-fold increase in tobacco tax. The new cigarettes pushed this shopkeeper to stop law mandates an excise of 40-45 per cent selling tobacco altogether. The sign above him WORLD CONFERENCE: NOTES FROM THE explains to customers that his decision is for of the retail price, starting on 1 May. This FIELD the sake of his customers and their children. is a four-fold increase from previous levels Presentations on a data stick? Check. and will bring Ukrainian tobacco taxes Back-up copies on the laptop and a CD? closer to European standards, as well as shows no sign of reversing this extra- Check. Hard copy too, just in case all higher than in neighbouring Russia. It is technology fails? Check. These are always

ordinary situation, even in a period of http://tobaccocontrol.bmj.com/ estimated that the increase will bring in economic downturn. One thing that is my final thoughts before setting off to additional annual revenue for the govern- clear, however, is that a well organised, attend a conference. I also get this familiar ment equivalent to around one billion US well informed public health lobby does feeling of nervousness combined with dollars. seem to be able to persuade even an excitement—what if no one comes to unwilling government to take pro-health my presentation; will I finally get to meet action. BANGLADESH: HUMAN CHAIN AGAINST that mystery man from Globalink; which CULTIVATION speaker will be outrageous enough to make the audience audibly gasp; and SRI LANKA: INDUSTRY PROMOTION On 21 March, a human chain was organised to demand an end to tobacco most importantly, will the food be any Sri Lanka enacted comprehensive tobacco ? cultivation in environmentally sensitive good control legislation in December 2006 I’ve only been to one other world areas in Bangladesh such as the country’s on September 29, 2021 by guest. Protected copyright. under the requirements of the World hill tracts. The demand was made by the conference, the one held three years ago Health Organization’s Framework in Washington DC, so it was hard not to Bangladesh Anti-Tobacco Alliance and Convention on Tobacco Control. In par- compare the two. In Washington, I Pratyasha, an organisation working allel, it set up a new monitoring and remember feeling totally overwhelmed at against drugs, that tobacco cultivation enforcement agency, the National the vast number of concurrent sessions be stopped in environmentally sensitive Tobacco and Alcohol Authority (NATA), and the ocean of participants assembled at areas, that trees no longer be cut down to though health advocates say this is still in the opening plenary. The feeling was cure tobacco, and that non native trees no its infancy. The new law bans sales to much more intimate at the India con- longer be planted in sensitive areas. They minors and smoking in enclosed public ference—and this is not to say it was also demanded that farmers be assisted in areas. In addition, it imposes a compre- somehow lacking in participants or con- growing alternative crops, particularly hensive ban on tobacco advertising and tent. Quite the opposite. There were food for local consumption. The human promotion, including sponsorship. enough people—more than 2000 from According to health advocates, the 108 countries—to make you feel that prohibition of smoking in enclosed public something really important was happen- areas is not very successful so far, as ing, but not so many that you were a smokers find various loopholes to exploit. faceless follower among the tobacco con- In response, the government has been trol masses. saying that it will extend the law to all No one likes reading fawning and dull public areas. As for promotion, in a conference reports, so in an effort to country where it has long been wide- present pithy and I hope interesting field spread, and despite British American notes, here are some of the things that left Tobacco having a near monopoly, it was an impression on me. inconceivable that efforts to increase sales People like seeing the ‘‘Who’s Who’’ would suddenly stop. names of tobacco control engaged in a In recent months, retailers have sizzling debate. , second- reported significant encouragement to Bangladesh: the human chain. hand smoke and breast cancer, smoking in

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15th World conference, to be held in of this awards scheme, which the BMJ Singapore, to extend this mix to the Group, publishers of Tobacco Control and plenary sessions. more than thirty other specialist journals Tob Control: first published as on 22 May 2009. Downloaded from Mumbai is a city of contradictions: in addition to the BMJ, intends to make abject poverty alongside serious wealth; an annual event. There are nine other, gorgeous sunsets thanks in part to the more specific clinical and professional heavy pollution; high tech wizardry categories. Apart from honouring Dr amongst the oxen carts. And peaceful Mackay, many will see her choice for the and historic Elephanta island versus the first Lifetime Achievement award as a glitz and glamour of Bollywood. significant seal of approval for tobacco Finally, as I’m sure was true of many control in particular and public health in India: the Gateway to India, the most famous other speakers, it was with great relief I general, both of which tended to lack the landmark in Mumbai, venue of the World found that people did attend my presen- degree of status and general approval Conference on Tobacco OR Health. tations. The best conference gift ever was afforded other specialties in the past. an 8 gigabyte data memory stick—some- the movies—these were just a few of the thing practical that I will actually use! JUDY WILKENFELD AWARD topics where temperatures ran high and And I met the Globalink mystery man, The second annual recipient of the Judy the experts clearly didn’t agree. Let’s have there was plenty of audience gasping Wilkenfeld Award for International more of this at future conferences; it is far during the Luther Terry Award speeches Tobacco Control Excellence is Rachel more engaging than back-slapping and (someone buy Glantz a new watch, Kitonyo of Kenya. A lawyer by training, hand-holding. please), and the food really was quite Ms Kitonyo left practice in 2005 to estab- The FCTC was a strong background tasty. presence throughout the conference. lish the Institute for Legislative Affairs Cynthia Callard of Physicians for a BECKY FREEMAN (ILA), of which she is Executive Smoke-Free Canada said that plain (gen- University of Sydney, Australia Director. The ILA took a leading role in eric) packaging and the adoption of an [email protected] strengthening a stalled tobacco control bill international convention on tobacco con- and helped guide its parliamentary trol were both resolutions from the 1994 approval, giving Kenya one of Africa’s http://tobaccocontrol.bmj.com/ world conference held in Paris, France and strongest tobacco control laws. The award had been proposed in several countries was created to recognise international before that. Fifteen years later, who advocates who have made a major con- would have known that getting the tribution to reducing tobacco use and FCTC ratified by more than 160 nations united and inspired others to do the same, would be achieved before getting plain in the spirit exemplified by Judy Wilkenfeld packaging adopted in even a single coun- when she led the international efforts of try? the Campaign for Tobacco Free Kids. From the large number of presentations on tobacco marketing and sales, it was all too clear that the tobacco industry still on September 29, 2021 by guest. Protected copyright. has innumerable avenues through which to market and sell their products to pretty much whoever they like, wherever they like, and whenever they like. This both depresses and inspires me to keep working in the field. MPOWER is a big brand with big Dr Judith Mackay money. My only previous knowledge of this acronym had been through the WHO tobacco epidemic report (the one that came with the packet of coloured pens). BMJ JOURNALS AWARD While on the one hand I wholeheartedly Dr Judith Mackay, who has worked on welcome this critical source of funding for tobacco control since the 1980s, first in fundamental projects, my inner socialist is Hong Kong, China, where she is based, left squirming at the feeling that tobacco and later internationally, in the Asia- control NGOs are being forced to adopt a Pacific region and with the International corporate-style identity. Union Against Lung Disease, was Diversity and new voices were most awarded the British Medical Journal evident at the concurrent and poster (BMJ) Group Lifetime Achievement sessions. I challenge the organisers of the Award in April. This year saw the launch Rachel Kitonyo.

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