Tobacco industry tactics with advertisements at the point of sale in Mumbai.
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Date
2013-07
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Abstract
INTRODUCTION: The Cigarettes and Other Tobacco Products (Prohibition of Advertising and Regulations of Trade and
Commerce, Production, Supply and Distribution) Act 2003 (COTPA) set out a number of stringent regulations to address
tobacco promotion, some of which were revised in 2004. The aim of the study was to monitor the industry tactics at the
point of sale with advertising and promotion of tobacco product in Mumbai. MATERIALS AND METHODS: The study
was carried out by Cancer Patients Aid Association in Mumbai with the help of volunteers. The surveys consisted of two
parts, observational information and an interviewer administered questionnaire. Observations like size of board, display
of advertisement, backlighting, and use of any promotion were noted. A questionnaire captured information about any
incentives from tobacco companies for advertisement and promotion was administered to the vendors who agreed to
participate. Study was approved by the Scientific and independent Ethics committee. RESULTS: Total 125 establishments
(58 shops, 55 kiosks, 12 other sites) with display boards were surveyed across 5 wards in Mumbai. It was noted that the
most common violation was the placements of boards, mainly placed above the shop. The display boards were oversized
and few of the advertisements were highlighted with backlights. Out of 125 tobacco vendors surveyed, 107 (85.5%) vendors
agreed to answer the questionnaire. We noted that a majority of 67% (84 vendors) stated that they had been approached
by tobacco companies to place the signages during the past 5 years post COTPA came into effect. 79 vendors (65 %)
admitted to being paid by the tobacco companies. DISCUSSION: Although the civil society and various non-governmental
organizations has casted voice against the industry tactics but ineffective enforcement of the law is a major hurdle. It is
likely that cigarette companies will be further able to overcome advertising restrictions by finding loopholes in tobacco
legislation unless the decision makers ban it comprehensively as evident in other countries.
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Keywords
Advertisement and promotion, point of sale, tobacco industry tactics
Citation
Patel S, Rendell H, Maudgal S, Oswal K. Tobacco industry tactics with advertisements at the point of sale in Mumbai. Indian Journal of Cancer. 2013 July-Sept; 50(3): 245-249.