Cigarette ad faux pas: too many to blame

Despite the explicit ban on cigarette advertisements, Philip Morris Pakistan Limited, formerly known as Lakson Tobacco Company, recently bombarded its promotional blitz in the print media. The ban was imposed in 2002 when the government prohibited open advertisements of cigarettes in both the print and electronic media. There is no question about the violation of The Prohibition of Smoking in Enclosed Places and Protection of Non-Smokers Health Ordinance 2002. Much has been said about the blatant violation of the anti-tobacco law by the cigarette maker, but little has been thought about the other culprits involved in this bungle, directly or indirectly. The aforementioned ordinance clearly states that no company/person shall advertise tobacco and tobacco products in any media, place or public service vehicle. Violating the law, the print campaign appeared in various newspapers and magazines for two weeks with the relevant authorities still waiting to wake up to the issue. Only after civil society organisations demanded punitive actions, did authorities start to investigate: Whether this delay in legal action against the company is a coincidence or an attempt, is a striking side to this incident. Philip Morris alone is not answerable for this slip-up. The newspaper and the print media that allowed the advertising campaign to appear for two weeks and the All Pakistan Newspaper Society (APNS) are equally guilty and involved. One of the main reasons for the hold-up in the progress could be the involvement of an MNC, i.e., Phillip Morris. As the anti-tobacco activists await the outcome of the action taken against the illegal practice, their perceptions about the power of multinationals keep getting stronger. This is an important viewpoint as multinationals in this country enjoy considerable power and preferential treatment in various aspects. Marketing and morality seldom go hand in hand for the tobacco industry. However, many companies indulge in CSR activities to somehow nullify the negatives with the positives. This is where MNCs enjoy greater flexibility as they try to return to the community what they take. Because of the involvement of an MNC with regulatory authorities in the incident, lobbying is strong. Furthermore, Philip Morris Pakistan has recently placed an apology to the Tobacco Control Cell to settle the blunder, which, if accepted, will put health-related governance under further suspicion. From the progress and pace of the measures taken to battle the situation, it seems that the laws only exist for local companies, while multinational companies see little threat, taking advantage of their presence in the region.