PHILIP Morris announced recently that it is going to promote three of its major brands Marlboro, L&M, and A Mild as part of its strategies to build its business in Malaysia. The revelation is shocking because Malaysia has inked a very important World Health Organization Framework Convention on Tobacco Control (FCTC) document in September 2005 without understanding what it is all about.

The FCTC requires each signatory to work towards implementing tough and comprehensive tobacco control regulations including the banning of the use of descriptors light and mild. Canada and the European Union (EU) did it in 2002 and instead of complying to it, here we have tobacco companies promoting the misleading descriptors.

When cigarette brands such as Marlboro Lights and Mild Seven was initially banned in the European Union, it was challenged by two tobacco companies. However, the EUs top court threw out the attempt to challenge the tough new law.

In response to a statement that Philip Morris will ensure quality in its products, National Poison Centre director Prof Rahmat Awang said, "We have to understand clearly that cigarette quality has nothing to do with the poisons it contains".

"Even if cigarettes is exquisitely packaged, it cannot change the fact that it contains more than 4,000 chemicals and that it kills more than 10,000 Malaysians every year," he added.

Rahmat is also the coordinator for the Clearinghouse for Tobacco Control which is based at the National Poison Centre in Universiti Sains Malaysia.

Tobacco as consumer product?

He said tobacco companies often claim that cigarettes are categorised as consumer products and hence, if they are so, they have to abide by the regulation to reveal all ingredients used and also the expiry date.

However, he pointed out that since tobacco contains highly addictive and toxic nicotine besides other chemicals, its products should be treated as a regulated pharmaceutical product instead. It is odd that a product that contains nicotine for the purpose of addiction, satisfying cravings and to avert withdrawal symptoms can be classified as a consumer product.

It is ironical that while they are claiming that cigarettes are consumer products, they can avoid the inclusion of ingredients and expiry date on each pack as we see on food products, said Rahmat, adding that the interest of consumers should be well guarded.

Commenting on the statement that Malaysia is an important market and that Philip Morris still a lot of room to grow, Rahmat said it does not auger well with Malaysia being the 63rd country to ratify the FCTC. It is permitting the industry to spawn in the country and addicting Malaysians with nicotine.

Asked Rahmat, "Is there a Lin Zexu in Malaysia who is brave enough to stand up against the industry?"

Lin Zexu was a commissioner appointed by the Chinese emperor in 1839 to control the opium trade at the port of Canton. He immediately enforced the imperial demand that there be a permanent halt to drug shipments into China.

When the British refused to end the trade, Lin imposed a trade embargo on the British. Although his action was the primary catalyst to the First Opium War (1839-1842), he is an icon to those who seek to stem out drug addiction.

No more excuses

It is also misleading to claim that about 11,700 tobacco farmers in Malaysia will be affected with the advent of the Asean Free Trade Area (Afta) in 2010.

The reason is that even without Afta, the livelihood of these farmers has been fraught with various difficulties often being unable to meet with the quota allocated to them. The tobacco leaf that they sell is lower in quality and yet much pricier than the imported ones. It is just a matter of time when they have to face the harsh realities of free trade and globalization if they are to remain competitive.

What is keeping the current tobacco cultivation alive are the governments requirements that 70% of the local tobacco demand has to come from the country and that the price of tobacco is controlled by the National Tobacco Board.

When you remove these regulations, tobacco cultivation in the country will wilt and die; do not blame it on Afta and it is long overdue to wean the farmers from tobacco cultivation, said Rahmat who identified crops such as roselle and kenaf as potential replacements

Reduced tax increase does not stem out smuggling as history shows. Long term solution lies with the curbing of nicotine addiction and that is by denormalising tobacco products use, otherwise the demand for tobacco products is perpetuated.

Pertaining to health warnings, studies have shown that it not just any health warnings on cigarette packs; they should be graphic and occupy at least 50% to 75% of the main areas on both sides of the packs.

If the industry is keen on the implementation of regulations, it should facilitate the introduction of graphic health warnings by the Health Ministry. There are graphic health warnings by the National Poison Centre ready for implementation.

Another call for our attention was that Philip Morris admitted producing special edition packs in conjunction with F1 event, said Rahmat.

Legally tobacco advertising and sponsorship of F1 have ceased since 31 December 2005 and how did tobacco companies continue in 2006? Because as long as the health minister did not amend the relevant sections in the Control of Tobacco Product Regulations 2004, the ban stands! There is no question about it as the Regulations is a legal document.

YONG CHECK YOON is attached to the Clearinghouse for Tobacco Control, Universiti Sains Malaysia, Penang.