Tobacco Industry- Leave the Youth and Children Alone
By Caroline Kahiu
31 May is World No Tobacco Day, a global event to make an effort to minimize the use of tobacco. This year’s theme is, “protecting children from tobacco industry interference.” The campaign focuses on raising awareness about the harmful influences of the tobacco industry and calls for protecting youth and children from predatory tobacco marketing tactics.
Despite a decline to 1.25 billion, tobacco use among 13-15 year olds is a new challenge. According to the World Health Organization, children are using e-cigarettes at rates higher than adults in all regions and globally an estimated 37 million youth aged 13-15 years use tobacco.
From the onset, allow me to set the record straight, tobacco is tobacco regardless of flavor, design, color and/or name. Down the memory lane, tobacco companies promoted sophistication and glamorous lifestyle through smoking. From doctors to celebrity to athletes’ endorsements are some of the marketing tactics the industry has used to depict ‘soft life’ and independence. Currently, existing laws and regulations have led to global declines in tobacco use and is a task for the industry. The industry has been equal to the task and adjusted their products by developing smokeless tobacco with an attempt to migrate their customers and create a new wave of addiction. It has tactfully converged on the theme of ‘harm reduction’ and is focusing on a ‘smoke-free world.’
As we commemorate this day, we need to be intentional in protecting our children from becoming lifetime addicts and profits for the industry. Full enforcement of stringent controls on marketing strategies for tobacco products designed to appeal to the youth and children. Equally, as the industry exploits children and youth aggressively through social media’s pervasive reach, there is a need for digital platforms advertising restrictions.
Urgently, global policy developments to shape the marketplace and prioritize keeping all tobacco products from children should be strengthened. Coupled with full implementation of the Framework Convention on Tobacco Control (FCTC) and guarding against tobacco industry interference are important and urgent considerations. Governments should hold the tobacco and related industries accountable by imposing penalties for the harm they can to our health and the environment through their deceptive marketing and corporate practices.
Finally, to the parents and caregivers, you play the most significant role in drug use prevention amongst your children. Be a friend to your child. Be present and be a role model. Also, if your child must have a gadget, know exactly what is gluing them to that screen. To echo Dr. Tedros A. Ghebreyesus, WHO Director, “How can they (tobacco industry) talk about harm reduction when they are marketing these dangerous, highly-addictive products to children?’