160 Nations Adopt Standards Requiring Large, Graphic Health Warnings on Tobacco Packs, Comprehensive Bans on Tobacco Advertising and Preventing Tobacc

Statement of Matthew L. Myers
President, Campaign for Tobacco-Free Kids
Washington, DC (November 22, 2008) –Nations meeting in Durban, South Africa this week have unanimously adopted international standards for implementing the international tobacco control treaty that mandate health warning labels that cover 50 percent or more, and no less than 30 percent, of tobacco packaging and feature graphic images of health conditions caused by tobacco. Nations have also adopted standards to protect tobacco control public health policies from tobacco industry interests. Additionally, standards were adopted that call for governments to implement bans on all tobacco advertising, promotions and sponsorships. The Campaign for Tobacco-Free Kids commends the Parties to the treaty – called the Framework Convention on Tobacco Control – for taking these important steps to address the global tobacco epidemic.
Strong health warnings and advertising bans are critical components of a comprehensive approach to reducing tobacco use and saving millions of lives worldwide, as are strong standards to help prevent industry interference in government implementation of tobacco control measures and policy-making processes. Because the tobacco industry sells a product that will lead to disease and premature death in fully half of its users, the industry’s interests are fundamentally in conflict with nations’ public health and economic aspirations.
These measures have been proven by a substantial body of evidence to help reduce tobacco use and curb the leading preventable cause of death today. They are especially effective when implemented in tandem with other interventions mandated by the treaty, such as raising the price of tobacco products through higher taxes and implementing smoke-free laws that require 100 percent smoke-free workplaces and public places. The 160 Parties to the treaty are legally obligated to implement these measures.
Specifically, the international standards adopted this week call on nations to:
· Require large, clear, visible and legible warning labels on tobacco packaging. These labels should contain graphic images of health conditions caused by tobacco use, and should cover 50 percent or more, and no less than 30 percent, of the pack. The health warnings should also rotate so consumers do not become accustomed to any specific warnings. The standards on packaging and labeling also call for banning the use of false, misleading and deceptive terms or labels that give the impression that a tobacco product is less harmful than any other tobacco product. This includes terms such as “low tar”, “light” and “mild” that have been proven to be meaningless.
· Implement comprehensive bans of all tobacco advertising, promotions and sponsorships. Bans should extend to all indoor, outdoor and electronic media and prohibit tobacco companies from using tobacco brand names, logos, or visual brand identities on non-tobacco products, activities, or events. Bans on sponsorship should prohibit tobacco companies from contributing to events or activities – such as concerts and sporting events – with the likely effect of promoting a tobacco product or tobacco use.
· Establish measures to limit tobacco industry influence on public health policies, and ensure the transparency of any interactions. Additionally, the standards require that any information provided by the tobacco industry be transparent and accurate. Partnerships with the tobacco industry in any initiatives linked to public health policy should not be allowed, and activities considered “socially responsible” should be strictly regulated. These so-called responsible actions are no more than a marketing tactic by the tobacco industry to project a positive image of itself despite the deadly nature of its products.
Scientific studies have found that prominent health warnings lead to greater awareness of health risks of tobacco use and an increased desire to quit. Studies also show that comprehensive bans on tobacco advertising, promotions, and sponsorships are particularly effective at reducing tobacco use among young people. Partial advertising bans, such as restrictions on billboards, only allow tobacco companies to find new ways to market their products. Each year, the tobacco industry spends billions of dollars throughout the world on advertising, sponsorships and other forms of promotion. These tactics are often targeted at specific groups such as women and youth.
Tobacco use killed one hundred million people in the 20th century, and if current trends continue, it will claim one billion lives in the 21st century, according to the World Health Organization. Tobacco use already kills 5.4 million people a year and the epidemic is worsening, especially in the developing world where more than 80 percent of tobacco-caused deaths will occur in the coming decades. By effectively implementing the proven tobacco control measures called for by the Framework Convention on Tobacco Control, nations can reverse the tobacco epidemic and save countless lives.

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Based in Washington , DC , the Campaign for Tobacco-Free Kids is a leader in the fight to reduce tobacco use and its devastating consequences in the United States and around the world. As part of the Bloomberg Initiative to Reduce Tobacco Use, the Campaign works with governments and non-governmental organizations in promoting and implementing public policies to reduce tobacco use. Visit www.tobaccofreecenter.org.