Implementation of Pictorial Health Warnings on Tobacco Products

A Study Conducted by Voluntary Health Association of India

Introduction

Voluntary Health Association of India (VHAI) conducted a survey on the implementation of pictorial health warnings on packages of tobacco products following the undertaking given by the Union of India in the Supreme Court on 6 May. The undertaking made it mandatory for all packages to display pictorial warnings on 40 percent of the total area of one side of the tobacco products from 31 May 2009. A team consisting of a few members of VHAI went around various parts of Delhi since 1 June to ascertain whether packages of tobacco products have started displaying pictorial health warnings as per the government’s notification and the undertaking.

Objectives

The objective of the study was to check whether tobacco brands have started displaying pictorial health warnings on packages after 31 May 2009 when it became mandatory for all packages of tobacco products to display pictorial warnings.

Methodology 

The members of VHAI team went on observational visits to various vendors and shops where tobacco products were being sold. The purpose of the visit was to find out as to which tobacco brands are following the law on pictorial health warnings. It was also decided to buy samples of those brands which have implemented the pictorial warnings.

VHAI teams visited over 20 vendors and shops in various parts of Delhi. Some of the areas/localities that our teams visited are Priya Complex near JNU, Katwaria Sarai, Qutub Institutional Area, Connaught Place, Laxmi Nagar, places in and around
the North Campus, Green Park, Preet Vihar, Naraina, Dwarka etc.

We also had informal discussions with vendors and customers on whether the sale of tobacco products has in any way been affected with the implementation of the pictorial warning issue. We also asked them whether those tobacco brands which have started displaying pictorial health warning on packages of tobacco products have seen any significant drop in demand and popularity.

Sample packets were purchased for desk analysis of the products to check whether they followed the provisions regarding size and specifications as mandated by law.

Findings of the Study

We began our visits in June and found that in the early part of the month, a number of tobacco brands did not display such pictorial warnings. It was towards the end of June that a number of chewable tobacco brands started displaying pictorial health warnings.
Pack warnings did not appear on any cigarette packets in June. Brands like ITC Wills displayed pictorial warnings 6 weeks after the implementation date.

After analyzing the purchased brands and packets, we found that only one bidi brand was carrying a pictorial health warning. Other bidi companies are openly violating the Supreme Court order which makes it mandatory to display pictorial health warnings on at least one side of the packet. Most bidi brands are not carrying the pack warnings on their packets, even six weeks after the implementation of the law. On the other hand gutkha companies which have printed pictorial warnings on their brands have actually minimized the size of the health messages in violation of the government’s notification to implement the new packaging and labeling rules.

Many chewable tobacco products like gutkha, khaini have implemented the rules but have drastically watered down the already weak pictorial health warnings. A few cigarette companies and brands have implemented the pack warnings. The findings of the study have been given in the two tables below. 

Pack warnings on chewable tobacco

(The decimal points have been removed and the figures rounded to the nearest whole numbers)

Additionally Shikhar Gutkha has displayed the warning in one language only while Dilbag Gutkha also has a written warning in one language.

Both these brands have a health warning written in only one language which is against the packaging and labeling rules which mandates that such warnings must be printed in English and the language in which the brand name of the product has been written.

Pack warnings on cigarettes

(The decimal points have been removed and the figures rounded to the nearest whole numbers)

Various studies outside India, especially in countries where pictorial warnings on packages of tobacco products have been implemented, have revealed that such warnings play a significant role in propelling consumers to understand the hazards of tobacco use and urging them to quit.

In our trips to the shopkeepers and on asking them questions, some of them said that a few of the customers of chewable tobacco like gutkha specifically asked for packets form the old stock without the pictorial warnings.

Outcome of the study  

Once the study was over, a press release was prepared and issued it to the media in Delhi. We also sent the findings of the study to our state partners and have asked to carry out a similar study and highlight the issue in their regional media.

VHAI informed the Ministry of Health and Family Welfare of the findings of the study and sent the ministry some samples of the packets which was purchased by us. VHAI has also informed the Delhi Tobacco Control Cell (DTCC) of the violations of
the government notification and court order on the pictorial warning issue. The DTCC informed us that action would be taken as per the law.