IS THIS THE FUTURE YOU WANT?

X-Files my mother's favorite series ever since her childhood. We were watching it as a family, and this extremely exciting episode came up, it was all about a tobacco factory and the twists and turns. At the time I didn't know much so I was naturally intrigued, and so I researched more about it and wrote this article. 

Tobacco, as described by the World Health Organization is the “leading cause of death, illness, and impoverishment”, and has resulted in over 8 million deaths per year. In 2018, cigarette and smokeless tobacco companies spent $9.06 billion on advertising and promotional expenses in the United States alone. The four major U.S. cigarette companies spent $8.4 billion on cigarette advertising and promotion in 2018. The five U.S. smokeless tobacco manufacturers spent $658.5 million on smokeless tobacco advertising and promotion in 2018.

Women are also targeted by the tobacco industry, and tobacco companies continue to produce brands specifically for women. Marketing toward women is dominated by themes of social desirability, empowerment, and independence, which are conveyed by advertisements featuring slim, attractive, and athletic models. The tobacco industry successfully targets the youth in their advertising and promotion, increasing the likelihood that they will begin smoking or use any tobacco products. They influence the youth into believing that using tobacco products is a ‘normal behavior’. For example, children are more aware of these tobacco companies/brands due to the frequent sponsoring or sporting events, or celebrity endorsements. Celebrity endorsements urge and influence children to be just like their favorite celebrity or the celebrity that they idolize. According to the WHO, the majority of smokers began using tobacco products before the age of 18.

One of the main sectors the FDA continues to control every stage in the making and the sale of all tobacco products. Over the past few years, cigarette companies used words like ‘light’ or ‘mild' on their packaging labels. Research has shown that these words are misleading to consumers and many smokers believe that those ‘light’ cigarettes are less harmful to their health compared to other cigarettes. Hence, in June 2010, the FDA banned the use of ‘light’ or any other similar words that convey a message that the product is less harmful on any cigarette prevalence of tobacco use by 6%, from 34.6% to 28.6%. 2003 WHO adopted the WHO Framework Convention on Tobacco Control For countries that had weak tobacco control measures, the WHO FCTC has introduced more effective measures and in countries that already have tobacco control measures, they have made efforts to strengthen them. 2008 WHO introduces the MPOWER measures. Once these measures are all implemented, it could reduce the prevalence of smoking in the Eastern Mediterranean region. 2014 FDA Center for Tobacco Products launches its first campaign, ‘The Real Cost’ This campaign educated the youth on smoking's negative effects. It reduced and, in some cases, prevented youth from trying to smoke. packs. Cigarette companies were obligated to remove such words from their packaging and stop the sale of cigarette packs with those misleading words on them. Following the removal of those words, the number of misperceptions temporarily decreased in both the UK and Australia. Nevertheless, the tobacco industry has found a way to evade the ban through the use of color on their packaging.

Over the past few years, cigarette companies used words like ‘light’ or mild' on their packaging labels.  Research has shown that these words are misleading to consumers and many smokers believe that those ‘light’ cigarettes are less harmful to their health compared to other cigarettes. Hence, in June 2010, the FDA banned the use of ‘light’ or any other similar words that convey a message that the product is less harmful on any cigarette packs.

Each year, the tobacco industry spends billions on advertising with only one sole purpose, to influence the youth to smoke. People exposed to tobacco advertising often find it appealing, increasing the chance of them trying the product. In 1986, a ban on all tobacco product advertising on TVs and radios took place. However, instead of using TVs and radios to advertise, tobacco companies moved on to billboards, magazines, and many other forms of advertising as another way to among the public. As a response to this, numerous countries across the world began restricting or banning other forms of advertising. For example, through the Tobacco Advertising and Promotion Act 2002, the UK, banned advertising on billboards and other forms of advertising in 2003. In the same year, tobacco sponsorships at sporting events began to gradually decrease, thus, lowering the dependence on the revenue of tobacco companies. This prevented tobacco companies from reaching a global audience and reduced their influence.

One of the most effective ways to control tobacco consumption is to increase the price of all tobacco products. Increasing the price of tobacco products through taxation, reduces the demand for tobacco and further motivates people to stop using tobacco. Moreover, it reduces youth tobacco consumption and helps poor people stop using tobacco by making it less affordable. Not only does it help poor families reallocate their money on essential goods, but it also increases productivity among them. Furthermore, it increases revenues, benefiting the government. The WHO stated that in high-income countries, when tax increases on tobacco by 10%, tobacco consumption will be reduced by 4%. However, the outcome of increasing prices of tobacco products is likely to have a bigger impact in low- and middle-income countries rather than high-income countries. As the prices of more expensive tobacco products increase, it is vital to substantially increase the prices of the cheaper tobacco products to prevent people from switching to cheaper products. To ensure maximum impact, the prices should be increased more on the most used tobacco products and the cheaper tobacco products.

A complete ban on both explicit and implicit tobacco advertising, promotion, and sponsorship could significantly reduce tobacco consumption. This could also prevent tobacco exposure to the youth and decrease the chance of them beginning to use tobacco products. It ensures that the public, especially children, from getting influenced by the marketing efforts of the tobacco industry. In addition, the behavior of children regarding tobacco use is situated by marketing. Furthermore, once a marketing ban is placed, the overall consumer demand for tobacco products will gradually decrease. To make these bans as effective as possible, complete bans on all forms of advertising, promotion, and sponsorship must be implemented.

As discussed previously, exposure to second-hand smoke is a major public health issue we are facing today which is the reason why implementing smoke-free policies is vital to combat the effects of tobacco use. Smoke-free must be placed to ensure the safety of non-smokers by reducing their exposure to second-hand smoke as well as prevent both the youth and young adults from starting to smoke. Not only does smoke-free laws and policies protect non-smokers but it also further motivates tobacco users to quit. It also improves the health of the workers and the general public. Bans should be put in place in all indoor places prohibiting the use of tobacco products, especially cigarettes. Furthermore, there should also be policies put in place to either restrict the use of tobacco products or completely ban the use of tobacco products in public places.

The problems with smoking have existed for over 100 years now and smoking is not only injuries to the smoker but also harms the people around them. By smoking, you are personally sniffing out the light of your children's lives. 

Is this the future you want?

Written By: Twarita Verma