Tobacco a special briefing for journalists

Professor Bill Bellew The Union

In association with the National Press Foundation

Acknowledgments: Prof Simon Chapman: University of Sydney Anne Jones OAM: ASH Australia

Firstly what do we know already?

For 3-5 minutes Talk to person next to you (2s or 3s) What facts do you already know about Tobacco Use / Tobacco Control? For example, could be
health effects, nature of the product efforts to prevent/ control tobacco issues about the tobacco industry typical media stories/ representation of the issue other

Secondly whats your opportunity?

What are the potential THEMES and STORYLINES around tobacco? For 3-5 minutes Talk in small groups (4s or 5s) Well hear your ideas in the whole group

Overview
History Health impact Tobacco control The tobacco industry

history

The only legal consumer product that kills half of its users when used as directed by the manufacturer.

TOBACCO IN HISTORY
TOBACCO USE IS THOUSANDS OF YEARS OLD 3500 BC, people in Peru and Mexico used tobacco (both chewed or smoked) and there are records indicating that they regarded it as a valuable, tradable substance. 600-1000 CE: UAXACTUN, GUATEMALA. First pictorial record of smoking A pottery vessel found here dates from before the 11th century. On it a Mayan is depicted smoking a roll of tobacco leaves tied with a string. The Mayan term for smoking was sik'ar
Read more: http://www.faqs.org/health/topics/19/Smokelesstobacco.html#ixzz14eySSSie

Sir Walter Raleigh

1552 1618
Often credited with discovering Tobacco and introducing it to the Europeans
In fact it was introduced earlier, by the Spanish

www.luminarium.org

1492-11 Rodrigo de Jerez and Luis de Torres Discover Smoking

Rodrigo de Jerez and Luis de Torres, in Cuba searching for the Khan of Cathay (China), are credited with first observing smoking. They reported that the natives wrapped dried tobacco leaves in palm or maize "in the manner of a musket formed of paper." After lighting one end, they commenced "drinking" the smoke through the other. Jerez became a confirmed smoker, and is thought to be the first outside of the Americas. - became the First European Smoker http://logicophilosophicus.org

Jean Nicot 1530-1600

French diplomat who introduced tobacco to the French court. 1560, while serving as ambassador in Portugal, he was shown a tobacco plant in the garden of Lisbon botanist Damio de Goes, who claimed it had healing properties. Nicot sent home seeds and leaves of tobacco, recommending its therapeutic value. Nicot also sent snuff to Catherine de Medici, the Queen of France to treat her migraine headaches. She was impressed with its results. The tobacco plant, Nicotiana tabacum, and its active substance, nicotine, derive their names from him. http://www.britannica.com

Nicotiana tabacum

http://www.scientificamerican.com http://www.britannica.com

Tobacco all pervasive!

Tobacco industry exposed

health impact

More than 4000 chemicals have been identified in cigarette smoke some of them are shown)

Carbon monoxide binds to haemoglobin in red blood cells, preventing affected cells from carrying a full load of oxygen.
Carcinogens in tobacco smoke damage important genes that control the growth of cells, causing them to grow abnormally or to reproduce too rapidly.

Smoking affects the working of the immune system and may increase the risk for respiratory and other infections.

Source: WHO report on the global tobacco epidemic, 2009: implementing smoke-free environments (2009

2008 Study

http://drugabuse.gov/NIDA_notes/NNVol22N2/Imaging.html

42nd

Nicotine Receptors in the Brain

42nd

http://archives.drugabuse.gov/NIDA_notes/NNvol20N2/Site.html
NIDA Vol. 20, No. 2 (August 2005)

42nd

Four Stages of the Tobacco Epidemic

Stage one: steep rise of smoking prevalence among male population

A descriptive model of the cigarette epidemic in developed countries. Lopez AD, Collishaw NE, Piha T. Tobacco Control, 1994; 3: 242-247.

Four Stages of the Tobacco Epidemic

Stage two: increase of female smokers, 50 % or more increase of male smokers

A descriptive model of the cigarette epidemic in developed countries. Lopez AD, Collishaw NE, Piha T. Tobacco Control, 1994; 3: 242-247.

Four Stages of the Tobacco Epidemic

Stage three: a plateau and a slow decrease in smoking among males, plateau in female smokers

Four Stages of the Tobacco Epidemic

Stage four: a plateau and decrease of prevalence among females, further decrease among males.

India - 10 lakh (1 million) victims study

Conclusions of the study:
In 2010, smoking estimated to cause about 930,000 adult deaths in India; of the dead, about 70% (90,000 women and 580,000 men) will be between the ages of 30 and 69 years. Because of population growth, the absolute number of deaths in this age group is rising by about 3% per year. Among 30-69 year-olds studied, smoking doubled the risk of death from any medical cause among women and increased this risk by 70% among men; Tobacco was responsible for 1 in 5 of all male deaths and 1 in 20 of all female deaths in middle age (30-69 years); Daily smoking of even a small amount of tobacco was associated with an increased death rate. Compared with non-smokers, smokers had greater rates of deaths that were chiefly due to tuberculosis (women three times the risk, men 2.3 times the risk of dying from TB); excess deaths also resulted from respiratory and vascular diseases, as well as from cancers.

Tobacco use is a risk factor for six of the eight leading causes of death in the world
Source: WHO MPOWER: a policy package to reverse the tobacco epidemic (2008)

Second-hand tobacco smoke KILLS

Combination of smoke emitted from the burning end of a tobacco product and smoke exhaled by the smoker Contains thousands of known chemicals 250 toxins or known carcinogens

No safe level of exposure

Exposure to second-hand smoke causes death and disease

Source: Office of the U.S. Surgeon General. The health consequences of involuntary exposure to tobacco smoke: a report of the Surgeon General, 2006

Globally, SHS exposure is high

Most workers are not protected from SHS exposure Worldwide, for children in school aged 13-15,

44% are exposed to smoke in the home, and 56% are exposed in public places (data from 132 countries)

tobacco control

WHO Framework Convention on Tobacco Control

What is the

WHO Framework Convention on Tobacco Control (WHO FCTC)?

176

A legally-binding international treaty to which 171 countries are Parties. This means those countries have agreed to be bound by the FCTCs obligations.

WHO FCTC and MPOWER

are tools to implement the most effective tobacco control interventions

Each measure can be powerful on its own Comprehensive implementation is best: Individual effects of policies + synchronistic impacts of combination of policies

WHO MPOWER Package

monitor tobacco use and prevention policies protect people from tobacco smoke offer help to quit tobacco use warn about the dangers of tobacco enforce bans on tobacco advertising, promotion and sponsorship raise taxes on tobacco

MPOWER and FCTC are two sides of the same coin (most effective tobacco control strategies)

WHO FCTC
All Parties to the FCTC are required to submit regular reports on progress (every 2-3 years) The Framework Convention Secretariat provides regular summary reports on progress

http://www.who.int/tobacco/mpower/en/

Protection from second-hand smoke

WHO FCTC 2009 Summary Report on global progress in th implementation of the WHO Framework Convention on Tobacco Control. FCS. http://www.who.int/fctc/secretariat/en/

A recommended package
Warning on top part of pack Shocking picture Non-misleading ingredient information Warning is 80% of main surface Clear text warning, quitting encouragement

PLAIN PACKAGING: No branding, standard background, no misleading descriptors

Parallel to the top of the principal display surfaces

Parallel to the top of and as close as possible to the top edge of the principal display surfaces

http://www.yourhealth.gov.au/internet/yourhealth/publishing.nsf/content/ictstpa

Japan, October 2010 POS advertising at vending machine

tobacco industry

Tobaccos global epidemic

5.4 m deaths every year

175m deaths by 2030 with vast majority in LMICs Of the 1 billion smokers alive today, 500m will be killed by tobacco
Spread not by a virus but by marketing tactics of a powerful global tobacco industry (TI).
Acknowledgment: ASH Australia; Anne Jones

The Tobacco Industry is different Tobacco is the only legally available consumer product which kills people when used entirely as intended
(The Oxford Medical Companion, 1994)

No sir, nicotine is not addictive Tobacco Executives 1994

Acknowledgment: ASH Australia; Anne Jones

The Tobacco Industry

Who are they?
Tobacco companies:
Philip Morris, BATA, Imperial plus several smaller companies Many other names/ identities depending on the country Sometimes owned by the government

Shareholders, interrelated companies High profile individuals Associated interests: retail, hospitality, gaming Front groups Lobbyists, legal advisers, consultants, think tanks Charities accepting TI funding Governments and politicians accepting donations, hospitality
Acknowledgment: ASH Australia; Anne Jones

State Owned Monopolies

Egypt Libya Iran Iraq Yemen Syria Tunisia Algeria

Bulgaria Moldova Bosnia

China Vietnam PDR Korea Thailand Myanmar Laos

Source: Tobacco Atlas 2011

TI your sources of information?

The industry itself company websites TI documents TI and related industry publications Court records Freedom of Information requests Mandatory filings with governments under FCTC Monitoring of marketing tactics and activites
Acknowledgment: ASH Australia; Anne Jones

http://legacy.library.ucsf.edu/

Industry secrets reveal true colours

Industry documents, now reviewed and cited in many reports and publications provide evidence of how the tobacco corporations: knew their products were harmful; knew that nicotine was highly addictive; publicly denied the dangers of tobacco use and exposure to second-hand smoke and the addictiveness of tobacco use; and continued to target young people with advertising and promotions to perpetuate the use of their products

Evidence shows
The Tobacco Industry spends billions each year - misinforming governments, politicians, businesses, public
- hiding health harm, duping smokers - targeting young people and users with advertising, promotions and sponsorships - opposing tobacco control legislation and policies
If these tactics are not countered they will succeed in further blocking and delaying reforms leading to more preventable loss of life, chronic diseases and costs

Intimidate & harass

Reinvent Image

Keep product affordable

Influence Politicians

TOBACCO INDUSTRY INTERFERENCE STRATEGIES

TAPS

Lobby, influence legislation

Undermine Science

Manipulate Media

Create illusion of support

Electronic Cigarettes

Further trials are necessary to confirm these results and especially, to try electronic cigarettes as a strategy for smoking cessation among smokers who are motivated to quit. Nevertheless, the results of this initial clinical trial are encouraging

E cigarettes do not help one quit.

Subliminal and not-so-subliminal advertising in movies Johnny Depp smokes an e-cigarette in the Tourist and later reverts to real cigarettes (2011)

Busting Tobacco Industry Myths

Courtesy of:

Simon Chapman Professor of Public Health University of Sydney

3 areas where myths abound

Health effects Marketing targets (we dont want kids to smoke) Economic impacts (tobacco control will ruin business & the economy)
Acknowledgment: Prof Simon Chapman: University of Sydney

The scream test

What does the tobacco industry complain about & lobby against? What does the tobacco industry support? What should the answers to these questions tell us?
Acknowledgment: Prof Simon Chapman: University of Sydney

From sales data, the tobacco industry knows the immediate, medium & long term impact of every marketing & tobacco control variable

Acknowledgment: Prof Simon Chapman: University of Sydney

The Scream Test What does the tobacco industry scream about?
Tax rises Smoking restrictions/denormalisation Advertising bans Big, hard-hitting TV campaigns Picture-warnings on packs Plain generic packs
Acknowledgment: Prof Simon Chapman: University of Sydney

Industry Tactic False cooperation

What does the tobacco industry support?
Voluntary codes of advertising control Small, general pack warnings Separate smoking areas Signage in shops re not selling to kids Pamphlets, advice on quitting
Acknowledgment: Prof Simon Chapman: University of Sydney

Industry lines on Health effects

For decades, tobacco industry denied tobacco caused disease Availability of millions of internal industry documents (1998) showed they knew dangers for many years

Acknowledgment: Prof Simon Chapman: University of Sydney

Economic myths
1. Tobacco control will: reduce tax receipts to government put 1000s out of work

2. Smokefree restaurants, bars will: not work (people will ignore .. Smoking police needed) cause major economic losses
Acknowledgment: Prof Simon Chapman: University of Sydney

No loss of revenue to governments

Smoke-Free Workplace Laws Do Not Harm Businesses

Source: Philip Morris Internal Document

Acknowledgment: Prof Simon Chapman: University of Sydney

Smoke-Free Workplace Laws Arent Bad for Business Sales

Bars/Restaurants Serving All Alcohol Bars/Restaurants Serving Beer\Wine Only

12

Sales in $ Billions

11 10 9 8 7 6 5 1992 1993 1994

Smoke-free Restaurants

Smoke-free Bars

1995

1996

1997

1998

1999

2000

Taxable sales in California Source: California Board of Equalization.

Smoke-Free Workplace Laws Arent Bad for Business Jobs

Smoke-free Restaurants Smoke-free Bars

950000 930000 910000 890000 870000 850000 830000 810000 790000 770000

Source: State of California, Employment Development Department, Labor Force Statistics, April 2001

19 92 19 93 19 94 19 95 19 96 19 97 19 98 19 99 20 00

Year

There is No Relationship between Smoke-Free Policies and International Travel

US Cities Visited by International Travelers: 1993-2000
Smoke-free restaurants in NYC, LA, & SF Smoke-free bars in LA & SF

25% 20%
Percentage

15% 10% 5% 0% 1993 1994 1995 1996 1997 1998 1999 2000 Year

NYC LA SF Miami

Source: Office of Tourism, International Trade Association, US Department of Commerce, ITA Survey of International Air Travel.

Industry Strategies
to Stop Smoke-free Workplace Laws
Create front groups including smokers and restaurant/bar owners Manufacture economic impact studies Intensely lobby elected officials Offer counter proposals and delay tactics Launch advertising campaigns Encourage law-breaking and try to overturn statute after passed
Acknowledgment: Prof Simon Chapman: University of Sydney

Reprise
History Health impact Tobacco control The tobacco industry (busting tobacco industry myths)
42nd

Reprise whats in your power?

Whats your role and responsibility as a journalist re TOBACCO? What are the questions your public would like to see addressed ? What issues are in the PUBLIC INTEREST that people should read/see/hear about?

SELCECTION OF THE BEST WEBSITES

FOR FURTHER INFORMATION AND RESEARCH

100 articles that every journalist should read about journalism

http://www.upstart.net.au/2010/04/28/100-articles/?mid=5000285

http://www.tobaccofreeunion.org/

http://www.worldlungfoundation.org/

http://www.who.int/tobacco

http://www.fctc.org/

http://legacy.library.ucsf.edu/

http://www.tobaccofreekids.org/

Thank You!
bbellew@theunion.org