Malaysia has made to another milestone in tobacco control by introducing graphic health warnings (GHW) on cigarette packs. It is one of the more than 20 countries doing so and for that it should be given a pat on its back. Syabas!

However, such euphoric moments may just be fleeting ones as we have to be weary of what the tobacco industry can do with GHW on 60 percent of one cigarette pack panel and another occupying 40 percent on the other panel.

It has been observed that most cigarette packs on display at points-of-sale were placed with the 40 percent GHW facing out.

This observation suggests that perhaps the Malaysian Health Ministry (MOH) should seriously consider having GHW covering 50 percent of each panel instead so that display of any side of the main panels would show an identical size GHW.

I have also observed over the past month that retailers have resorted to stacking cigarette packs with only the top of the lid facing consumers, thereby displaying only the cigarette's brand name. This has never been observed before the introduction of GHW.

Until May 30, I have not seen any local brands having any GHW and the likely excuse, I understand, is that they need to finish the printed stock of cigarette packs before introducing those with GHW.

However, I am suspicious that it is a lame excuse because I have spotted some new pack designs and the statement encouraging consumers to buy Malaysian products. One even had the audacity to print a Malaysian tourism advertisement covering approximately 40% of one pack panel.

There was initially a rise in the sale of smuggled brands and these are obvious from the difference in health warnings used, the absence of tax stamps, and most telling was their brands.

They were openly sold at certain markets, usually using make-shift stalls. Some are as cheap as RM3.60. In recent weeks some of these stalls have disappeared.

MOH should look at the World ‘No Tobacco' Day last Sunday as another point in a time-line to push its agenda beyond introducing mere GHW.

It should emulate Thailand in banning the display of cigarette packs to clearly convey the message that cigarette smoking is indeed harmful.