Advocacy by children to remove surrogate products advertisements on the public transport buses in Mumbai
More details
Hide details
1
Salaam Bombay Foundation, Tobacco Control & Advocacy, India
Publication date: 2018-03-01
Tob. Induc. Dis. 2018;16(Suppl 1):A64
Download abstract book (PDF)
KEYWORDS
TOPICS
ABSTRACT
Background and challenges to implementation:
Section 5 of
Cigarettes and Other Tobacco Products Act (COTPA, 2003) of India prohibits
direct and indirect advertisements of tobacco products. As a result, advertisements
of surrogate products like 'pan masala' (a mouth freshener containing areca nut
and slake lime) bearing the same brand name and packaging as tobacco products
are had risen dramatically, particularly on
the buses of Brihanmumbai Electric Supply and Transport (BEST) which runs nearly 3600 buses in
neighbourhoods of Mumbai.
Intervention or response:
Salaam Bombay
Foundation (SBF) conducted a survey in May 2011 among 3000 Mumbai residents to
build evidence on the impact of such surrogate advertisements at places like
BEST buses. The respondents were shown a series of flash
cards of three advertised 'pan masala' brands- 'Goa 1000', 'RMD' and 'Rajshree'
and three popular non-tobacco brands. The results of survey were submitted to
policy makers along with the demand charter from students participating in SBF's
Super Army Leadership Program and advocacy meetings were conducted with
Superintendent, License and Advertisement Department, Brihanmumbai Municipal
Corporation (BMC) and the chairman of media agency controlling display of
advertisements on BEST buses.
Results and lessons learnt:
The survey results showed that 82% children and 84% adults identified
'pan masala' in the advertisements as 'gutkha' (a widely used smokeless tobacco
product in India). After submission of report of the survey and advocacy
meetings with BMC officials and advertising agency, BMC issued an official
letter to all vendors to restrict display of surrogate advertisements for
tobacco products, and, within a month all surrogate advertisements were removed
from all the BEST buses.
Conclusions and key recommendations:
Tobacco industry
finds ways to circumvent tobacco control laws prohibiting product
advertisements. Surrogate advertising
have been effectively used to advertise tobacco brands. Targeted advocacy with
stakeholders has proved effective in curbing surrogate advertisements at public
transport systems. Thus, building evidence for advocacy to curb such
advertising is important.