Media told to help smokers kick the habit<\/p>\n
By Stevie Emilia<\/p>\n
JAKARTA (JP): Leave the Pack Behind is the theme of this
\nyear's No Tobacco Day, which is marked every May 31.<\/p>\n
But it is easier said than done when there are plenty of
\nenticing cigarette ads, which are seemingly on every corner of
\nthe city as well as in print and electronic media.<\/p>\n
Confronted by the images, smokers trying to kick the habit
\nwill close their eyes and imagine the taste of puffing away. They
\nmay even surrender and light up, ignoring smoking's harmful
\nhealth consequences including asthma, heart disease, lung cancer
\nand impotence.<\/p>\n
WHO representative to Indonesia Robert Kim-Farley lashed out
\nat cigarette ads for hampering antismoking campaigns. He called
\non all people, especially the media, to act responsibly.<\/p>\n
"Don't accept tobacco advertising directed toward young
\npeople, designed to addict them at an early age. Don't accept
\ntobacco advertising without proper health warnings. In fact,
\ndon't accept tobacco advertising.<\/p>\n
"If we all will work together, perhaps we will create another
\n'reformasi' in Indonesia. A 'reformasi' of a society free from
\nthe scourge of tobacco and where our children are not attracted
\nto smoke through television, radio, newspapers, magazines and
\nbillboards that surround them ..."<\/p>\n
Cigarette companies find ads to be an effective way to keep
\ntheir products fresh in the minds of consumers and would-be
\nsmokers, including youngsters. In contrast to the sometimes harsh
\nhealth ramifications of smoking, most ads portray smokers as
\ntrendy, successful and attractive.<\/p>\n
WHO estimates that about one third of the global adult
\npopulation, or 1.1 billion people, are smokers, with about 200
\nmillion women among them. Global data indicate that nearly 47
\npercent of men and 12 percent of women smoke.<\/p>\n
In developing countries, 48 percent of men and 7 percent of
\nwomen smoke; in developed countries, the numbers are 42 percent
\nof men and 24 percent of women.<\/p>\n
Each year, tobacco causes 3.5 million deaths, or about 10,000
\ndeaths per day worldwide. One million of these deaths currently
\noccur in developing countries.<\/p>\n
"By 2020, tobacco will become the leading cause of death and
\ndisability, killing more than 10 million people annually -- thus
\ncausing more deaths worldwide than HIV, tuberculosis, maternal
\nmortality, motor vehicle accidents, suicide and homicide
\ncombined," WHO said.<\/p>\n
Despite the frightening facts and predictions, local media
\ncontinue to air cigarette ads, even though the practice
\ncontravenes a Ministry of Information decree from the 1990s which
\nbans all forms of cigarette commercials on TV and radio.<\/p>\n
And many newspapers, tabloids and magazines are doing the
\nsame, reaping profits from running cigarette ads.<\/p>\n
SCTV news department and public relations director Riza
\nPrimadi said the station supported No Tobacco Day and has
\nprepared several programs to inform the public about the danger
\nof smoking.<\/p>\n
But, he added, it would be difficult to simply turn down
\ncigarette ads.<\/p>\n
"We have to admit that the cigarette (industry) is one of our
\nbiggest advertisers. And during the present economic situation,
\nwe don't have the luxury of rejecting them (cigarette ads). It's
\na matter of life or death. We're being realistic. Every penny
\ncounts now," Riza told The Jakarta Post.<\/p>\n
"But if the economic condition was much better, we might opt
\nfor a different policy (regarding cigarette ads)," Riza said.<\/p>\n
Through their ads, tobacco companies have successfully shaped
\nan image of being generous institutions which pour money into a
\nvast array of public activities, from sports to entertainment and
\ncultural programs.<\/p>\n
PT BAT Indonesia Tbk. says that it believes in preserving
\nfreedom of choice. BAT produces and distributes pure tobacco
\ncigarettes under brands including Lucky Strike and Pall Mall.<\/p>\n
"We strongly believe that adults have the right to choose to
\nsmoke. Activities like drinking coffee or alcohol, adopting a
\nhigh-fat food diet, indulging in high-risk sports and so on also
\nhave inherent risk," it said in a statement made available to the
\nPost on Friday.<\/p>\n
The company said people have the right to choose their own
\nlifestyle once they know all the risks. It is the individual who
\ndetermines his or her quality of life by making informed
\ndecisions, BAT Indonesia added.<\/p>\n
It acknowledged the risks associated with smoking.
\n"Hence we inform consumers of the possible risks. Every packet of
\ncigarettes that we make carries a health warning."<\/p>\n
It also stressed that people aged under 18 years old should
\nnot smoke.<\/p>\n
The head of research and development for the Ministry of
\nHealth, Umar Fahmi Achmadi, said there should be the strong
\npolitical will from the government to ensure the success of
\nantismoking campaigns.<\/p>\n
But as the cigarette industry provides huge tax revenue and
\nabsorbs millions of workers, the government is put a difficult
\nposition, particularly with rising concern about growing numbers
\nof smokers, especially the young.<\/p>\n
A 1998 survey conducted in 14 provinces found that 59.04
\npercent of males and 4.83 percent of females above 10 years of
\nage smoked a minimum of one cigarette a day during a span of at
\nleast three months. It also estimated that each male smoked 10
\ncigarettes a day and each female smoked one.<\/p>\n
The survey also disclosed that up to 27.7 percent of boys and
\n1 percent of girls were smokers.<\/p>\n
"Antismoking campaigns here are far behind the aggressive and
\nattractive cigarettes ads," Fahmi said.<\/p>\n
He noted that Gudang Garam spent Rp 9.7 billion for a three-
\nmonth-long ad campaign in 1995. The amount, he said, was far
\nabove the government's health funds.<\/p>\n
He also said that hoping for the government's help alone would
\nbe of no assistance to smokers in finally stubbing out their last
\ncigarette.<\/p>\n
That, he added, took individual motivation and will.<\/p>\n
"Don't forget, many smokers are successful in kicking the
\nhabit ..." he said to smokers pessimistic about quitting.<\/p>",
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