Because the tobacco industry sells a product that kills one million people in India annually, therefore, industry's interests will always be in conflict with public health. It is high time that national tobacco control policies in India are congruent to what India is obligated to do by ratifying the international global tobacco treaty - WHO Framework Convention on Tobacco Control (WHO FCTC).'" (CNS, 1)
This underscores the basic policy position of the AFTC as it has voiced the public demand for more aggressive product-labeling. Particularly, the AFTC has reported on evidence that current health warning policies lack effectiveness. This has underscored the push for pictorial warnings depicting the mouths of tobacco users who have developed cancer. (CNS, 1) This is an important consideration as it helps to delineate an appropriate intervention strategy within the print media. The AFTC is working based off of findings in other developing nations that demonstrate the effectiveness of the pictorial warnings as a deterrent, especially to young users. As the research will demonstrate recurrently, there is a great need to intervene in the initiation of addiction for young users and other particularly vulnerable demographics such as those residing in the deeply impoverished and broad rural regions of India. Here, CNS reports, "the coalition collectively highlighted the importance of pictorial warnings in conveying the harmful health effects of tobacco to users, especially in rural areas and those unable to read and write." (p. 1) This is a lesson which our research demonstrates would be well-minded where the design of a print media intervention is concerned.
Sociocultural Aspects of the Tobacco Industry:
Sorenson et al. (2005) inform the sociocultural dimension to our discussion, indicating that the context of Mumbai alone helps to reveal the connection between socioeconomic status and usage. Incorporating such variables as level of education attainment and occupation into an examination of tobacco-risk indices in Mumbai, Sorenson et al. demonstrate that there is indeed a need to take policy actions that might help to diminish the vulnerability of those who are demonstrated to be particularly susceptible to nicotine addiction. Sorenson et al. report that in a Mumbai-based "risks were higher among illiterate participants (male OR = 7.38, female OR = 20.95) than among college educated participants. After age and education had been controlled, odds of tobacco use were also significant according to occupation; unskilled male workers (OR = 1.66), male service workers (OR = 1.32), and unemployed individuals (male OR = 1.84, female OR = 1.95) were more at risk than professionals." (Sorenson, 1003)
This seems to suggest that education might play an important role in reducing the penetration of tobacco use into Mumbai society. Indeed, this is the primary motive for a print media intervention. Therefore, this intervention would have to inherently increase the coverage saturation of tobacco in contexts where these vulnerable demographics are likely to be exposed. It also denotes an approach to such intervention that is largely pictorial in nature so as to reach those of limited educational background. The research by Sorenson et al. offers the determination that tobacco use may be connected to a lack of access to proper education on its impact. This suggests that the pictorial approach to warning labels on tobacco products could carry a real and measurable reduction to those populations which have demonstrated the greatest vulnerability and should therefore also be considered as an aspect of the print media intervention.
This pictorial approach should also be viewed as relevant to what is likely the greatest sociocultural trespass committed by the tobacco companies. Namely, the fact that so many tobacco users ultimately die of cancer and heart disease means that tobacco companies must constantly work to keep a steady influx of new customers. This denotes the priority of targeting younger smokers, a trend which diverges heavily from prevailing legal and ethical discourse on the subject. Though many policy initiatives have been dedicated to standing between the tobacco companies and younger would-be users, TNN (2005) reports that poor regulatory oversight is allowing for an array of marketing loopholes that are directly contrary to the nature of this pattern. An example that TNN reports on is that of 'anytime cigarettes,' which are availed by unmanned vending machines in various contexts throughout Mumbai. As TNN reports, "an unmanned machine contravenes the spirit of the law, making cigarettes accessible to street children who already spend more on tobacco products than on food and nutrition, says anti-tobacco lobbyist Shobha John, adding that research shows that a...
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