LATEST TINY TARGETS STUDY REVEALS SCHOOLS IN TAMIL NADU

LATEST TINY TARGETS STUDY REVEALS SCHOOLS IN TAMIL NADU EXPOSED TO ADVERTISEMENT AND PROMOTION OF TOBACCO PRODUCTS

Chennai: Consumers Association of India , Chennai along with Consumer Voice, New Delhi organised a stakeholders’ workshop to release the findings of a new report that revealed tobacco companies are systematically targeting children as young as eight year olds  in Tamil Nadu  through their advertisements near schools premises.

The study was undertaken by Consumer Voice and its partner organisations in 20 cities across 6 states of India. Despite the prohibition on sales of tobacco products near educational institutions, numerous shops/vendors/points of sale sell & advertise tobacco products around schools. 

To gather additional evidence regarding tobacco products being sold around educational institutions in violation of the law, Consumer Voice and Consumers Association of India , Chennai undertook a study in 3 cities across the state of Tamil Nadu (Chennai, Coimbatore and Pudukkottai). This study titled, “Big Tobacco Tiny Targets” was conducted at 34 schools.

National Key Study findings

1.      Nearly half of the vendors around schools sell tobacco products.  (Investigators observed 225 points of sale selling tobacco products out of the 487 surveyed around schools.  Street vendors were the most common form of vendors at 56.6% of the 225 tobacco points of sale observed.)

2.      Multinational tobacco companies sell tobacco products around schools

3.      Vendors sell cigarettes and bidis via single sticks, making these products cheap and accessible to children and youth.  (Investigators observed single stick sales in 90.9% of the 225 tobacco points of sale observed.)

Tamil Nadu  State -Key Study findings

1.      Out of target schools sample size of 34, 68 observations were recorded where we found 34 violations.  Majority were found to be street vendors, unlike other States where mobile vendors were prominent

2.      Mandatory warning display board was found only at only 4 out of 34 points of sale.

3.      Sale of loose cigarettes is rampant - 88% which frustrate purpose of pictorial warning at package.

4.      88 % Tobacco vendors were also found Selling candy, chips etc. the products meant for and to attract children/youth to tobacco shops.

5.      Tobacco products are displayed openly amounting to advertisements were found at several point of sale.

6.      Almost all Cigarette brands found during the survey were from ITC.

This new report is not the first time the tobacco industry has been found targeting children, nor is it unique to India. However, the data is alarming because it documents a very systematic and widespread pattern of  activity to get young people addicted to tobacco.

The Ministry of Health & Family Welfare issued an advisory letter, recommending the licensing of tobacco vendors through municipal authorities.  The advisory observes that it would be appropriate to include provision that the shops permitted to sell tobacco products cannot sell non-tobacco products such as toffees, candies, chips, biscuits, soft drinks, among others, which are meant for the non-user – particularly children.

Representative CONSUMER VOICE - “We have seen the industry use this tactic time and time again and, it is our duty and responsibility to stand up to the industry and protect our children. The systematic targeting of our nation’s schools is endangering the lives of our youngest citizens and their right to healthy and safe schools”.

The Global Adult Tobacco Survey, India (2016-17), by Ministry of Health and Family Welfare, Government of India shows that nearly 28.6% of adults use tobacco.  The Global Youth Tobacco Survey, India indicates that 14.6% of 13 –15 year old students in India use tobacco. As many as 11% of all male students surveyed were found to be users of smoking or smokeless tobacco, while 6% of female students used smokeless tobacco and 3.7% smoked tobacco.

Smt.Nirmala Desikan  The recent Global Adult Tobacco Survey 2 (GATS 2) released by Ministry of Health and Family Welfare (MoHFW) shows 20 % percent of adults in Tamil Nadu consume tobacco in some form or the other”. Alarmingly a whopping 81.1 per cent of smokers had bought cigarettes at stores, indicating easy availability in the cities surveyed. We would like COTPA to be enforced so that we are able to protect the health of our younger generation.

Representative ministry/MLA: Nearly 37%  children in India get  initiated into smoking before the age of 10 and each day 5500 children begin tobacco use and consequently may become addicted. The government will do everything in their power to ensure that youth will not be targeted through advertising.

Doctor: Tobacco is one of the biggest public health threats the world has ever faced. Tobacco-related diseases account for an estimated 6 million deaths globally and nearly 10 lakh people in India each year. Addiction to tobacco use starts early. Within days of smoking or using smokeless tobacco, a young user begins to show signs of addiction.

Tobacco control activist: We need to be proactive in saving our future generation from tobacco by strict enforcement of COTPA as our study found  out of target schools sample size of 34, 68 observations were recorded where we found 34 violations.

 Representative from Education Department - We will ensure that we take strict action as per the law against companies found using misleading and predatory marketing practices to glamourise and normalise tobacco use among youth. A survey shows 88% of displays were beside candy, sweets and toys – items marketed to children.

Recommendations:

1. Urgent action required from the Government agencies to stop children being targeted through  aggressive advertising & selling tobacco products around schools.

2.  Stricter enforcement of COTPA rules prohibiting the selling and advertising of tobacco products within 100 yards of educational institutions.

3. Regulating tobacco vendors to aid COTPA enforcement. COTPA compliance should be a condition of all vendor licenses.