By Dr Shashidhar
Hubballi: World No Tobacco Day is observed every year on the 31st May, when health care professionals worldwide come together to raise awareness regarding the hazards of tobacco consumption. The theme of World No Tobacco Day this year is ‘UNMASKING THE APPEAL: EXPOSING INDUSTRY TACTICS ON TOBACCO AND NICOTINE PRODUCTS’ aimed at the various deceptive marketing strategies employed by the tobacco industry.
Tobacco usage has skyrocketed in adults and younger population alike.
Adolescents and children are the prime targets of the tobacco industry when recruiting new smokers. About 20 million children of ages 10–14 are estimated to be tobacco-addicted according to a survey done by the National Sample Survey Organization of the Indian Government. To this astounding figure, about 5500 new users are added every day, making two million new users every year.
As a result of this, we are seeing a rise in devastating tobacco-related diseases such as hypertension, cardiac diseases, stroke, pulmonary diseases and cancers such as head and neck malignancy, lung malignancy, colorectal malignancy etc, starting at a younger age than usual, and hence translating into significant morbidity, mortality and healthcare costs.
The tobacco industry is constantly evolving, trying to lure new users everyday. Younger demographic is the prime target, due to easier reach via social media and their vulnerability to addiction formation. The tobacco industry, an already multimillion dollar industry, invests heavily into marketing startegies so as to recruit new users, making it a public health challenge.
The industry employs a variety of techniques in appealing to new users, such as glamorization and engagement via social media, addition of flavoring agents to make it more palatable, masking the harsh smell of tobacco, addition of addictive substances, utilisation of deceptive designs so as to appeal to the younger population.
This approach at making tobacco more palatable and attractive lures users at a young age, hence promoting early initiation, increasing the likelihood of continued use and reduced chances of quitting. Thus, results in potential lifelong addiction and hence, health consequences.
Hence, the World No Tobacco Day campaign aims at curbing the deceptive marketing tactics of tobacco industry. This advocates for a policy change in introducing a ban on flavors and additives that make tobacco more palatable, complete ban on advertising of tobacco and related products, promotion and sponsorship, and regulation on the design and marketing strategies. By doing so, WHO aims at reducing the demand for tobacco and thereby all the devastating consequences.
People who smoke are not the only people who can get cancer from tobacco smoke. People around them—their kids, partners, friends, coworkers, and others—breathe in that smoke, too, called secondhand smoke. However smokeless tobacco products, such as dipping and chewing tobacco, can cause cancers too.
Cigarette smoke contains several carcinogens, including PAH, N-nitrosamines, aromatic amines, 1,3butadiene, benzene, aldehydes, and ethylene oxide. They are known to causes many types of cancer, including cancer of the lung, larynx (voice box), mouth, esophagus, throat, bladder, kidney, liver, stomach, pancreas, colon and rectum, and cervix, as well as acute myeloid leukemia.
There are proven ways to prevent youth from using tobacco and avoid a lifetime of addiction, including:
Laws that reduce the ability of youth to get their hands on tobacco.
Taxes that increase the cost of tobacco.
School policies about tobacco use.
Regulations about tobacco advertising.
Strong tobacco-free role models.
Family expectations and communication.
Education about the risks and consequences of using tobacco.
Media messages that counter tobacco advertising.
There are several ways to curb tobacco addiction such as chewing on a surgar-free gums / lozenges, prescription nicotine nasal spray or patches, avoiding triggers, trying to incorporate physical activities such as sports, yoga, meditation, and seeking help from a professional deaddiction therapist.
Remember, every single soul saved from the preying hands of tobacco industry’s wicked strategies, is one step towards saving mankind.
About the Author: Dr. Shashidhar, MCH ( Surgical Oncologist), Professor and HOD Surgical Oncology, Dept, KMCRI, Hubballi.
