House member Hakim Sarimuda Pohan told The Jakarta Post ( Nov. 21) that cigarette advertising should be completely banned, since it has a bad influence on the nation's youth. The Central Statistics Agency (BPS) reported that the number of smokers under age ten increased by 900 percent between 1999 and 2003.
These are the very smokers that will find it extremely difficult to quit smoking as adults. The younger people start smoking, the more difficult it is for them to eventually quit.
Regarding an advertising ban, Ismanu Sumiran, chairman of the Tobacco Industry Federation (Gappri), argued that it was the basic right of every business to introduce its products to the consumers. Removing this right, he said, would cripple the industry.
In a way, I agree with him. But the core of the problem is, how should the cigarette industry could be allowed to advertise?
First, cigarette advertising already includes a label with a health warning. Unfortunately, the label has not changed for more than a decade. People no longer even notice the warning.
To be effective, a list of serious health warnings on the dangers of tobacco addiction, preferably composed by experts, should be available and periodically rotated.
Secondly, cigarette advertisements are artistic, glamorous and attractive, specially designed to seduce young people to smoke. This is in striking contrast with the simplistic label containing the health warning. Such unbalanced advertising is not acceptable as it essentially makes a mockery of the health warning.
Finally, cigarette advertising would be acceptable if it were generic. It would be in black and white, comprising the brand name of the product along with the cigarette's tar, nicotine and carbon monoxide contents, plus an easily readable health warning.
There is no need to ban generic media and outdoor cigarette advertising of this type, as well as tobacco-related sporting and entertainment sponsorships. Generic cigarette advertisements could be posted or aired anytime, anywhere. They would not lure young people to smoke.give it a try!
MUHERMAN HARUN
Jakarta
