Electronic cigarettes (‘e-cigarettes’) are nicotine delivery systems (ENDS) that heat a nicotine cartridge and allow users to inhale the vaporized liquid. There is no substantial evidence to prove that ENDS are effective for cessation and are less harmful than the traditional tobacco products and these are marketed in such a manner by the industry that the consumers are influenced by it. In India, the sale of E-Cigarette is largely unorganized and unregulated. A popular conventional brand such as ITC is promoting EON brand E-Cigarette popularly known as an electronic vaping device.

The present legal and regulatory gaps and dilemma in India are being used by the industry to forcefully push the entry despite government intent to restrict the entry of ENDS in the larger public interest. The Ministry of Health & Family Welfare, Government of India on 28th August 2018 issued an advisory to all States/UTs, to ensure that Electronic Nicotine Delivery Systems (ENDS), e- cigarettes, Heat-Not-Burn devices, Vape, e-Sheesha, e-Nicotine Flavoured Hookah, and the like devices that enable nicotine delivery are not sold (including online sale), manufactured, distributed, traded, imported and advertised in their jurisdictions.

National Centre for Human Settlements and Environment, Bhopal along with Consumer VOICE, New Delhi organised stakeholders workshops to disseminate the “Big Tobacco-Tiny Targets” survey report. The workshops were held in 5 cities in Madhya Pradesh – Bhopal, Indore, Sagar, Jabalpur and Gwalior where the survey was conducted. The workshops were held in the month of March and April 2019. The report reveals how tobacco companies are systematically targeting children as young as eight years old in the state of Assam by selling tobacco products and placing tobacco advertisements near schools premises.

Objectives

• To gather additional evidence regarding tobacco products being sold around educational institutions
• To assess COTPA compliance near educational institutions
• To expose Tobacco Industry tactics which target children

Key finding of Madhya Pradesh

• Nearly half of the vendors around schools sell tobacco products. (Investigators observed 38 points of sale selling tobacco products out of the 72 surveyed around 53 schools in 5 cities of Madhya Pradesh.  Street and mobile vendors were the most common form of vendors at 73% of the 38 tobacco points of sale observed.)
• Multinational tobacco companies sell tobacco products around schools. (Investigators documented that, of the 72 tobacco points of sale observed, majorly 88% carried ITC brands and 40% carried Phillip Morris.
• Vendors advertise tobacco products around schools. (Investigators observed 72 tobacco advertisements at tobacco points of sale near schools.)
• All tobacco vendors sell cigarettes and bidis via single sticks, making these products cheap and accessible to children and youth. (Investigators observed single stick sales in 100% of the 38 tobacco points of sale).
• Vendors display tobacco products in ways that are appealing to children and youth. (Investigators documented that, of the 38 tobacco points of sale observed, 88% of displays were at 1 meter – a child’s eye level; 98 % of the points of sale had no visible health warning; and 92% of displays were beside candy, sweets and toys – items marketed to children.)

Dr Shailendra Patni of Gandhi Medical College and Mrs Archana Sahay, Chief Executive of Child line, Dr. Sanjay Chatani, Dental Surgeon & District Nodal Officer, Tobacco Control Programme, Jabalpur , Shri P.S.Rahul of Environmental conservation and Tribal Development Centre and Mrs. Lata Atulkar, Janpad Siksha Kendra, Jabalpur shared their experiences of how they have got rid of the habit of tobacco use.  More than 300 persons including the school students, teachers of educational institutions, representatives NGOs, participated in the workshops. Experts shared their views on the harmful effects of tobacco usage and also highlighted that initiation to tobacco addition in children starts in three ways. First on seeing their parents using tobacco at home,  second through friendship and third due to easy access.

The workshops received mass media coverage including print, online and  electronic (Doordarshan,  MP)

The recommendations of the study are:

1. Urgent action required from the Government agencies to stop tobacco companies from targeting children from aggressive advertising & selling tobacco products around schools.
2. Stricter enforcement of COTPA rules prohibiting the selling and advertising of tobacco products within 100 yards of educational institutions.
3. Regulating tobacco vendors to aid COTPA enforcement. COTPA compliance should be a condition of all vendor licenses.

Consumer VOICE, Delhi in collaboration with Consumer’s Association of India, Chennai organized Stakeholders’ dissemination workshop on ‘’Big Tobacco-Tiny Targets’’ study in Chennai on 26th March 2019. This report reveals how tobacco companies are systematically targeting children as young as eight years old in Tamil Nadu by selling tobacco products and placing tobacco advertisements near school premises.

Objectives

• To gather additional evidence regarding tobacco products being sold around educational institutions
• To assess COTPA compliance near educational institutions
• To expose Tobacco Industry tactics which target children

Key finding of Tamil Nadu

• Out of target schools sample of 34. 68 observations were recorded where we found 34 violations
• Majority were found to be street vendors, unlike other state where mobile vendors were prominent
• Mandatory warning display board was found only at only 4 out of 34 points of sale.
• Sale of loose cigarettes is rampant 88% which frustrate purpose of pictorial warning at package.
• 88% tobacco vendors were also found selling candy, chips etc. the products meant for and to attract children/youth to tobacco shops
• Tobacco products are displayed openly amounting to advertisements tobacco advertisements were found at several point sale
• Almost all cigarette brands found during the survey were from ITC

Mrs. M P Nirmala, IAS (Rtd), Chairperson, Tamil Nadu Child Rights Commission, shared her experience related to tobacco consumption among children. She said it is everyone’s responsibility to take a step forward to save lives of children of our country. Chitra Prasad, representative of the NSN Group of Schools in Chennai said, their schools have boards at the distance of  100 yards of the premises, stating tobacco-free zone but petty shops are selling tobacco products in that area.

Mrs. Nirmala Desikan, Chairperson Consumers Association of India disseminated the findings of survey done in the schools of the state.

Dr A Somasundaram, Nodal Office Tobacco Control Cell, Chennai  present at the workshop spoke how the Public Health department is initiating action to such violations. He also mentioned about cases of violation of COTPA near school premises found in the survey report and assured to take strict action against the same.

A panel discussion was also organised on the topic Saving Young Generation from exposure to Tobacco Products and usage. Dr Boopesh, MD, MPH, Medical Officer ,School Health(HEB),DPH and PM office, Dr M.Jawaharlal Nehru, HOD, Dept of Commerce, Hindu College, Chennai and Mrs Pramila Saravanan BBC Tamil spoke on the measures like vendor licensing to control such violations.

The workshop was attended by 55 people including students, health experts, representative from Child Rights Commission, tobacco control officials, media, activists working on tobacco control and Consumer and Child right issues. The media provided wide coverage of the event including print , electronic and wire.

The recommendations of the study are:

1. Urgent action required from the Government agencies to stop tobacco companies from targeting children from aggressive advertising & selling tobacco products around schools.
2. Stricter enforcement of COTPA rules prohibiting the selling and advertising of tobacco products within 100 yards of educational institutions.
3. Regulating tobacco vendors to aid COTPA enforcement. COTPA compliance should be a condition of all vendor licenses.

Click here for the Media Coverage of Big Tobacco Tiny Targets

Tiny Target Fact sheet Tamilnadu