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TINY TARGETS (Phillip Morris Pakistan and Pakistan Tobacco Company)

How Pakistan Tobacco Companyand Philip Morris Pakistan are

targeting children

BIG TOBACCO

Table of ContentsList of Figures & Tables_________________________________________________________________________________

Figure 1: No sale to Minor Signage 12Figure 2: City wise comparison of Findings 12Figure 3: Cigarette Placed with Candies/Snack items 16Figure 4: Karachi Findings 16Figure 5: Placement of Cigarette with Candies/Snack Items 19Figure 6: Powerwall/Placement of cigarette behind the Cash Counter 19Figure 7: Lahore findings 19Figure 8: Rawalpindi Findings 23Figure 9: Advertisement inside POS 23Figure 10: Islamabad Findings 27 Figure 11: Powerwall/Cigarette placement behind cash counter 27Figure 12: Advertisement inside POS 27Figure 13: Presence of No Sale to Minor Signage 31Figure 14: Peshawar Findings 31Figure 15: Advertisement inside POS 35Figure 16: Quetta Findings 35Table 1: Data Collection Locations 8

Table 2: Most advertised Brands at POS through ranking by observation 37

Abbreviations_________________________________________________________________________________

BAT British American TobaccoCSR Corporate Social Responsibility FCTC Framework Convention on Tobacco ControlFED Federal Excise DutyKP Khyber Pakhtunkhwa (Province)PDHS Pakistan Demographic Health SurveyPMI Philip Morris InternationalPMPKL Philip Morris Pakistan LimitedPOS Point of SalePTB Pakistan Tobacco BoardPTC Pakistan Tobacco Company LimitedSRO Statutory Regulatory OrdersTAPS Tobacco Advertising, Promotion and SponsorshipTI Tobacco IndustryTN TheNetwork for Consumer ProtectionGYTS Global Youth Tobacco Survey

Executive Summary .................................................................................. 5

Situation Analysis ...................................................................................... 6

Methodology ............................................................................................ 7-8

Monitoring of Tobacco Advertising & Promotion ........................................................... 10Pakistan ................................................................................................. 11-12

Karachi ................................................................................................. 13-14

Lahore ................................................................................................... 15-16

Rawalpindi ............................................................................................ 17-18

Islamabad ............................................................................................ 19-20

Peshawar .............................................................................................. 21-22

Quetta .................................................................................................. 23-34

The most available brands - Key Culprits ....................................................... 25

Results ............................................................................................ 26-27

Pakistan ...................................................................................................... 26

Karachi ....................................................................................................... 26

Lahore ......................................................................................................... 26

Rawalpindi ................................................................................................. 27

Islamabad .................................................................................................. 27

Peshawar .................................................................................................... 27

Quetta ......................................................................................................... 27

Conclusion .........................................................28

The Way Forward – Charter of Action................29

E ach year more than 110,000 people die as a result of tobacco use in Pakistan1 . There are approximately 23.6 million (age 15-45) tobacco users in Pakistan2 . A nationally representative survey,

the Global Youth Tobacco Survey (GYTS-2014), reveals that 13.3% of boys, and 6.6% of girls (age 13-15) used tobacco products3.

The higher prevalence of child smoking is because of unbridled Tobacco Advertising, Promotion and Sponsorship (TAPS) by Phillip Morris International (PMI) and Pakistan Tobacco Company (PTC) - tobacco giants that control 72.3% of the cigarette business in Pakistan44. It is believed that exposure of TAPS to children at shops (Point of Sale) around schools is the single biggest cause of rising smoking incidence among them.

A survey to monitor the prevalence of TAPS around schools was conducted between November 2015 and April 2016 in six cities of Pakistan including federal and provincial capitals – twin cities of capital Islamabad and Rawalpindi, Peshawar bordering Afghanistan, Quetta bordering Afghanistan and Iran, commercial port city of Karachi and cultural capital Lahore. All are among the top largest cities of Pakistan with an accumulative estimated population of around 40 million.

Monitoring reveals that PMI and PTC are targeting school children as they would serve as long term customers of their products, eventhough Pakistani law bans trade of cigarettes in and around educational institutions within a radius of 50 meters. Furthermore, the codes of conduct of major multinational tobacco companies operating in Pakistan uniformly promise not to market tobacco products to minors. TheNetwork study finds that the transnational companies are not only unscrupulously violating their own code of ethics but also the national laws of Pakistan.

Monitoring of the shops around 120 schools in six metropolitan urban centers show 100% violation of the principal anti-tobacco Pakistani law is being done by international companies. Almost half of the shops have been doing ‘out-of-shop’ advertisement by product branding of the shop/kiosk and decorating the front racks with cigarette packs and posters. Four out of every five shops aremaintaining decorative cigarette displays (power walls). An alarming 50% of the shops have placed cigarettes with children’s attraction such as candies and snack items.

The results highlight the sordid fact that the present legislation effecting only partial ban cannot circumvent the tobacco industry’s insatiable

enthusiasm to target minors in Pakistan. Exploiting the partial efficacy of the health regulations, the industry’s marketing strategies have premeditated focus at shopping areas around schools. To secure children from the PMI and PTC onslaught the following five steps should be mandatory:

must amend the Prohibition of Smoking and Protection of Non-smokers Health Act 2002 to comprehensively ban Tobacco Advertisement, Promotion and Sponsorship (TAPS) as per Article 13 of World Health Organization’s (WHO) Framework Convention on Tobacco Control (FCTC) that the Government of Pakistan ratified in 2005.

developed to ensure enforcement of 2002 law for completely ban on sale of cigarettes around all schoolsin the country and hold PMI and PTC accountable for violations.

shopkeepers selling cigarettes to minors swiftly and mandatorily booked and strictly penalized under the law.

cigarettes are sold in packs of 20 and must not be sold as loose or single sticks.

was legislated as part of then West Pakistan and later adopted by provincial set-ups must be enforced by making a license mandatory prerequisite for retail sale of manufactured tobacco.

Executive Summary

Situation AnalysisWorld Health Organization considers tobacco use as the world’s leading cause of preventable deaths.In last century it cost 100 million lives that is expected to increase manifold to a staggering billion people in the current century5. Globally, daily, 80,000 to 100,000 young people fall prey to tobacco industry world over6 . If the tobacco industry is not stopped, 250 million children and young people alive today will die from tobacco-related diseases, which kills up to 165,000 children each year7 .

In Pakistan the situation is quite bleak. Smoking kills 110,000 people every year8 which is more than the3,494 people who die every year from AIDS, 30,310in road accidents; 4,036due to hepatitis and 13,377 who commit suicide put together9 .

Pakistan with the bulging youth population is one of the top attractions of international tobacco companies - Phillip Morris International and Pakistan Tobacco Company (PTC), a subsidiary of British American Tobacco.

Every year Pakistani population of over 200 million110 , almost half of which is youth, consume awhopping 82 billion sticks11 worth 220 billion rupees (one dollar is equal to 100 Pakistani rupee).Different studies show that the number of smokers in the country is between 20 and 30 million12,13.No statistics are available to show how much of all this tobacco is consumed by the children but given the fact that tobacco industry deliberately targets children, which results in 1,200 children picking

up smoking daily, it can be easily established that majority of the cigarettes are smoked by youth in Pakistan. Two companies - Pakistan Tobacco Company Ltd and Philip Morris (Pakistan) Limited - account for 72.3 percent of the market14.

The international campaign to find linkages between pro-tobacco marketing and school children started in 1990s when a team of researchers traveled to some 200 American preschools with a game board and a list. That seminal study, in which 91 percent of the three- and six-year-olds they tested correctly paired mascot Joe Camel with his matching cigarettes, set off a cascade of antismoking legislation aimed at shielding American youth from aggressive tobacco ads15 .

But new findings by John Hopkins Bloomberg School of Public Health suggest that tobacco companies have succeeded in moving their campaigns overseas regardless of international recommendations. In 2013, a research team in Brazil, China, Russia, Nigeria, Pakistan and India conducted a very similar version of the original Joe Camel study16 . Among the 2,400 five- and six-year-olds they interviewed, a staggering 68 percent could identify at least one tobacco logo.

“…that children in China, India, and Pakistan were more likely to be aware of cigarette brands.”

TheNetwork’s this survey isparallel to these international studies gauging the extent of pro-smoking marketing of tobacco companies around schools.

To curb this corporate deception, Pakistan needs to further strengthen its cascade of tobacco control laws that go back to pre-Partition times.

Act that binds every vendor to get a license for selling tobacco; the 1979, Cigarettes (Printing of Warning) Ordinance made printing of warning on cigarette packs mandatory.

The Prohibition of Smoking and Protection of Non-smokers Health Ordinance, 200217 , prohibits sale of tobacco to and by children (below the age of 18 years) and requires shopkeepers to prominently display a warning to this effect.

The law also bans tobacco trade around 50 meters radius of school/educational institutions. Tobacco advertising in print and electronic media, on billboards, outside shops or/and at any place is banned and same is the case with free gifts, samples, promotional schemes etc. But still the tobacco industry is finding loopholes in the laws to promote their children specific marketing strategies.

As Pakistan’s laws are made before signing of FCTC, there is a need to comply with Article 13 by strengthening the 2002 law and comprehensively banning TAPS (Tobacco Advertising, Promotion and Sponsorship).

100% retail outlets within 50meters radius of schools are selling cigarettes.

In Pakistan the situation is quite bleak. Smoking kills 110,000 people every year

78% of retail outlets have visible inside advertisements

1 http://global.tobaccofreekids.org/files/pdfs/en/Pakistan_tob_burden_en.pdf2 http://www.who.int/tobacco/surveillance/survey/gats/pakfactsheet.pdf3 http://www.emro.who.int/images/stories/tfi/documents/GYTS_FS_PAK_2013.pdf?ua=14 https://www.researchgate.net/publication/282182581_Comparative_Evaluation_of_Financial_Performance_ of_Pakistan_Tobacco_Company_PTC_and_Philip_Morris_Pakistan_Limited_PMPKL_through_Ratio_Analysis

5 http://www.cancer.org/aboutus/globalhealth/tobacco-control6 http://global.tobaccofreekids.org/files/pdfs/en/APS_youth_set_en.pdf7 https://www.tobaccofreekids.org/facts_issues/toll_global/8 http://global.tobaccofreekids.org/files/pdfs/en/Pakistan_tob_burden_en.pdf9 http://www.worldlifeexpectancy.com/country-health-profile/pakistan10 http://www.worldometers.info/world-population/pakistan-population/11 http://www.imf.org/external/pubs/ft/wp/2016/wp16179.pdf12 http://www.nips.org.pk/abstract_files/PDHS%20Final%20Report%20as%20of%20 Jan%2022-2014.pdf

13 www.who.int/tobacco/surveillance/survey/gats/pakfactsheet.pdf14 https://www.researchgate.net/publication/282182581_Comparative_Evaluation_of_Financial_Performance_of_Pakistan_Tobacco_Company_PTC_and_Philip_Morris_Pakistan_Limited_PMPKL_through_Ratio_Analysis

15 http://www.ncbi.nlm.nih.gov/pubmed/195610116 http://pediatrics.aappublications.org/content/132/4/e82517 http://tcc.gov.pk/downloads.php

5 6

TINY TARGETS (Phillip Morris Pakistan and Pakistan Tobacco Company)

How Pakistan Tobacco Companyand Philip Morris Pakistan are

targeting children

BIG TOBACCO

A survey was conducted by the TheNetwork team to assess the pro-tobacco advertising targeting children at retail outlets within 50 meters of the vicinity of surveyed schools.

To get a general picture of the situation of in Pakistan, this survey was conducted in sixof Pakistan’s 10 largest cities, including four provincial capitals namely Lahore (capital of Punjab), Peshawar (Khyber Pakhtunkhwa), Karachi (Sindh), Quetta (Balochistan) and federal capital city Islamabad along with its twin city Rawalpindi.

This was an observational cross-sectional study. A similar survey has been conducted in Indonesia in early 2015 monitoring the tobacco advertisements’ presence around schools. The Indonesian survey form used for the similar study was adapted in reference to Pakistani laws and the local context in relation to types and means of advertising and famous brands.

After development of the survey tool, the criteria for the surveyors was established that they should be familiar with the local language and areas, minimum graduates, able to read and write in English, have their own smart mobile phones and

their own means of transportation. Keeping thesecriterion in view, a training manual was developed explaining each part of the survey tool in the form of a video in the vernacular language explaining various terms such as point of sale with pictures. A printed copy of the training manual in English was also developed.

The survey form was pre-tested by the team members and then local surveyors were hired to pretest the tool in 40 of the POS around five schools from Islamabad and five from Rawalpindi to test the feasibility and appropriateness of its protocols. The surveyors were asked to provide a minimum of four pictures of each POS showing violations. A criterion was also developed and shared with the surveyors as to the type of violations they would be photographing. This would also further strengthen the validity of the results and decrease the chance of false reporting. Once the successful pilot testing was conducted the data collected was analyzed using SPSS software.

Changes were made in the forms reviewing the results and the surveyors’ feedback. This also helped in assessing the understandability of the training manual by the surveyors.

Once the pretesting ended, the survey was extended to rest of the

cities. For this purpose first the localities were highlighted from each city from where the surveyors would be choosing the schools. The areas chosen were those densely populated, covering high middle and lower socioeconomic groups and which could act as a representative sample of the entire province. These areas have been listed in Table 1.

It was communicated in the training manual how the surveyors would be choosing schools. The distance between two schools in a locality should not be less than 500 meters. The POS/shop to be chosen were those within an average of 170 medium steps (50 meters were calculated as approximately 170 medium steps taken by any person of an average height and weight) distance from school boundary with maximum visibility of advertisements.

For this survey comprehensive protocols were developed for all selections.

After the completion of survey the surveyors submitted all the survey forms and photos. The data was then entered, cleaned and analyzed by the TN team.

Professional photographers were hired to take high resolution photos to further substantiate the findings.

It was communicated in the training manual how the surveyors would be choosing schools. The distance between two schools in a locality should not be less than 500 meters. The POS/shop to be chosen were those within an average of 170 medium steps (50 meters were calculated as approximately 170

medium steps taken by any person of an average height and weight) distance from school boundary with maximum visibility of advertisements.

For this survey comprehensive protocols were developed for all selections.

After the completion of survey the surveyors submitted all the survey forms and photos. The data was then entered, cleaned and analyzed by the TN team.

Professional photographers were hired to take high resolution photos to further substantiate the findings.

Table 1: Data Collection Locations

Islamabad Rawalpindi Lahore Karachi Peshawar Quetta

F-6 Mohan Pura Wahdat Colony Federal B. Area Warsak Road Shahbaz town

F-11 Sadiqabad Samnabad Gulshan-e-Iqbal University Road Toghi Road

I-8 Faizabad Krishan Nagar Lyari Town Hayatabad Alamdarroad

I-9 Raja Bazaar Ichra Laloo Khait Saddar Malihabad

I-10 GowalMandi Bhatti Gate Sadder Town Yakatoot Liaqat Bazaar

G-7 Satellite Town Anarkali Jamshed Town Hash Nagri Sariab Road

G-8 Pirwadhai Model town Baldia Town DalaGhak Road Jinnah Road

G-9 Saddar Green Town Orangi Town Mekangi Road

G-10 Chandni Chowk Township Gulberg Jinnah Town

G-11 Saidpur Road Johar Town Clifton

Mughal Abad Cavalry Ground North

Asghar Mall scheme

Gulberg Nazimabad

Korangi Town

Methodology

7 8

11 12

MONITORING OF TOBACCO ADVERTISING & PROMOTION AROUND SCHOOLS

PAKISTAN

PAKISANn the face of increased stringent regulations in the developed countries to save their children from

a debilitating pro-tobacco onslaught, the international tobacco companies – British American Tobacco and Phillip Morris International- are having a shockingly free hand in Pakistan to target children thanks to lax regulations in the country.

The John Hopkins Bloomberg School of Public Health’s study to examine cigarette brand awareness among young children of different LMIC countries, including Pakistan, with the children of age below six shows that an alarming two-thirds can identify at least one cigarette brand logo.

The study concluded: “If children living in LMICs have a high awareness of tobacco brands, positive attitudes, and intentions to smoke, then stronger efforts need to be implemented to protect this vulnerable population.”

Because in Pakistan the tobacco companies are not allowed to market their products on television or in magazines, they use “non-traditional” advertising, such as paying retailers to place their products in the most visible parts of the store (usually either directly behind or in front of the cash register). It’s like placing candy at the front where school children are most likely to see and tempted to buy it.

This is also established by TheNetwork’s survey on how, who and where these companies carry out their pro-smoking campaigns to ensure maximum exposure of tobacco products to school children. The results are shocking:

A huge 89% of the surveyed shops are defiantly violating the local laws by not displaying a poster carrying the warning signage “Sale of cigarette to children under 18 is prohibited”.

100% of the shops around schools are openly selling cigarettes. Of these, almost half the shops (point of sale) surveyed have an outside advertisement in the form of product branding, posters, flyers, streamers, etc., while around 80% have installed promotion inside the shop in the shape of posters, flyers, streamers, etc.

In addition, the decorative placing of tobacco packs at children’s eye level including power walls behind the cash counter, cigarette packs inside the see-through glass counters is another

worrying factor for the public health professionals.

The most disturbing factor is that around half of the shops have a placement of cigarette packs with candies and snacks mainly used by primary school children between the ages of 3 and 10. Once these children are exposed to enticing images and open to temptation, it is not difficult for shopkeepers to sell them easy-to-buy loose single sticks.

Smokeless tobacco is another addictive intoxicant that is freely available in the shops around school which have openly put them on display. The smokeless tobacco including locally produced and smuggled from neighboring countries has been found at 79% of the shops surveyed.

I

Half of the shops have a placement of cigarette packs with candies and snacks mainly visited by primary school children between the ages of 3 and 10.

No 89%

Yes 11%Figure 1:

Presence of No sale to Minor Signage

120%

100%

80%

60%

40%

20%

0%Advertisement Present

Inside POS

Figure 2:

City wise comparison of Findings

120%

100%

80%

60%

40%

20%

0%Powerwalls/Cigarette Placed

behind the cash counter

0%Sale of Cigarette as

‘Single Stick’

120%

100%

80%

60%

40%

20%

Karachi Lahore Rawalpindi Islamabad Peshawar Quetta Overall

Selling Dangerous Temptations at School Gates

100% of the shops around schools are openly selling cigarettes 80% have installed promotional materials inside the

shop in the shape of posters, flyers, streamers, etc

Peshawar

Rawalpindi Islamabad

Lahore

Quetta

Karachi

11 12

Big Tobacco(Phillip Morris Pakistan and Pakistan Tobacco Company ) Tiny Targets

11 12


Karachi

A total of 79 shops surrounding 20 schools in 12 localities were surveyed in Karachi. The results are alarming: 84% of the shops do not have display of mandatory signage prohibiting sale of cigarettes to minors.

The incidence of placing of cigarette packs with candies and snacks is highest in Karachi at 94% among all the surveyed cities. Virtually 100% of the shops here are selling loose cigarettes. The presence of smokeless tobacco is 73%. Inside advertisement ratio is 82% while outside is 56%. The placement of packs behind and inside the counter including powerwall is 78% but 73% have placed packs in a decorative order on the counter.

Figure 4: Overall Findings of the Karachi city

Cigarettes Placed with Candies/Snacks

Figure 3: Cigarettes Placed with Candies/Snack items

No 6%Yes 94%

20Schools

Survey

conducted

around Monitored

Approximately

4 shops

within

79 Shops

50meter radius

Advertisement

Outside POS

3445

1465

1762

574

6613

3158

No

Yes

Advertisement

Inside POS

Powerwalls/

Cigarettes behind

the cash counters

Cigarette Placed

with Kids

Goodies

Presence of “No

Sale to Minors

Signage

Sale of Cigarettes

as “Single Sticks”

KARACHI KEY FINDINGS

01% Shops giving "Limited time Offers" or"Free gifts on purchase of cigarettes.

84% Shops do not Display " NO sale to MINORS signage"

99% Shops selling Single Cigarette Sticks

76% Shops having Powerwalls/Cigarettes behind the cash counter.

94% Shops place Cigarettes with candies/snacks

78% Shops having cigarettes inside Glass Counters


Brand VisibilityCapstan 100%

Gold Leaf 99%

Gold Flake 99%

Dunhill 73%

B & H 46%

Wills 20%

PMI Brands Marlboro 87%

Morven Gold 75%

Red & White 64%

K2 58%

Diplomat 33%

Bonds 11%

79 Shops/Point of Sales (POS) monitored, approximately 4 shops within 50meter radius of each school

Top Three Most Visible Brands at these shops: Capstan, Gold Flake, Gold Leaf

Areas Monitored: Federal B Area, Gulshan-e- Iqbal, Lyari Town, Laloo Kheet, Sadder Town, Jamshed Town, Baldia Town, Aurangi, Gulberg, Clifton, North Nazimabad, Korangi.

Most Visible Brands

0

20

40

60

80

100

Gulberg II Karachi Gulberg 2 Karachi

15 16

Big Tobacco(Phillip Morris Pakistan and Pakistan Tobacco Company ) Tiny Targets

13 1411 12


LAHORE

A total of 80 shops surrounding 20 schools in 12 localities were surveyed in Pakistan’s second most populous city,Lahore. Here the focus of PMI and PTC seems to be inside shop advertising as 71% have inside advertisement and the incidence of outside advertising is lower at 27%. At least 89% are having placement of cigarette packs behind the counter shaping a powerwall. In addition, 79% have displayed the addictive commodity near the cash counter while 76% have put it on the counter. At least 82% have placed them with children’s goodies like candies and 34% are having a value addition marketing of offering gifts, discounted cigarettes, etc.

The most shocking element of the findings is that none of the shops have displayed the mandatory signage of sales prohibited to minors. A terrifying 98% of the outlets are selling single sticks mainly for underage consumption. A whopping 91% of the retailers have put smokeless on sale.

Powerwall/placement of cigarette behind the cash counter

No 11%Yes 89%

20Schools

Survey

conducted

around Monitored

Approximately

4 shops

within

80 Shops

50meter radius

KEY FINDINGS






Shops having cigarettes inside Glass Counters

LAHORE


Figure 7: Overall Findings (Lahore City)

Advertisement

Outside POS

2654

2357

971

1466

800

278

No

Yes

Advertisement

Inside POS

Powerwalls/

Cigarettes behind

the cash counters

Cigarette Placed

with Kids

Goodies

Presence of “No

Sale to Minors

Signage

Sale of Cigarettes

as “Single Sticks”

79%

Brand VisibilityGold Flake 91%

Gold Leaf 89%

Capstan 89%

Dunhill 41%

B & H 35%

Wills 21%

PMI Brands Marlboro 89%

Morven Gold 77%

Red & White 76%

K2 48%

Diplomat 22%

Bonds 16%

Most Visible BrandsFigure 5: Powerwall/Cigarette placement behind cash counter

Figure 6: Powerwall/Cigarette placement behind cash counter

Placement of cigarette with candies/snack items

No 18%Yes 82%

0

20

40

60

80

100

80 Shops/Point of Sales (POS) monitored, approximately 4 shops within 50meter radius of each school

Top Three Most Visible Brands at these shops: Gold Flakes, Marlboro, Capstan, Gold Leaf

Areas monitored: Ichra, Bhatti Gate, Anarkali, Model Town, Wahdat Colony, Samnabad, Krishan Nagar, Green Town, Township, Johar Town, Cavalry Ground and Gulberg.

Jamal Cold Corner, Alberooni Road, Lahore khadem pan shop , near Allama Iqbal High school Lahore

19 20

Big Tobacco(Phillip Morris Pakistan and Pakistan Tobacco Company) Tiny Targets

15 1613 1411 12


RAWALPINDI

The populous Rawalpindi city’s 76 retail point around 20 schools in 12 localities show that 84% of point of sale have inside advertisementand 51% have outside promotion.

The focus of marketing here is decorative display of packs as incidence of powerwall is 96% - the highest among all cities. The placement of tobacco on the counter is 29% while 45% put it inside the counters and racks. The trend of not displaying the “no underage sale signage” continues in Rawalpindi where 91% shops do not have this warning displayed. At least 22% have put packs with candies and a similar percentage has been extending limited time offers and free gifts to customers. Singlestick sale is recorded as 99% while smokeless tobacco sale is observed in 89% of the point of sales.

Figure 8: Overall Findings (Rawalpindi City)

Advertisement inside POS

Figure 9: Advertisement inside POS

No16%Yes 84%

20Schools

Survey conducted

around Monitored

Approximately4 shopswithin

76Shops

50meter radius

Advertisement Outside POS

3739

1264

373

5521

697

175

NoYes

Advertisement Inside POS

Powerwalls/Cigarettes behindthe cash counters

Cigarette Placed with Kids Goodies

Presence of “No Sale to Minors

Signage

Sale of Cigarettes as “Single Sticks”

KEY FINDINGS





22% Shops place Cigarettes with candies/snacks.

45% Shops having cigarettes inside Glass Counters.

RAWALPINDI


0

10

20

30

40

50

60

70

80

90

100

Brand VisibilityGold Leaf 100%

Capstan 99%

Gold Flake 88%

B & H 82%

Dunhill 34%

Wills 17%

PMI Brands Red & White 100%

Diplomat 96%

Morven Gold 87%

Marlboro 68%

K2 45%

Bonds 13%

76 Shops/Point of Sales (POS) monitored, approximately 4 shops within 50 meter radius of each school

Top Three Most Visible Brands at these shops: Gold Leaf, Red & White, Capstan

Areas monitored: Mohan Pura, Sadiqabad, Faizabad, Raja Bazaar, Gowal Mandi, Satellite Town, Pirwadhai, Saddar, Chandni Chowk, Saidpur Road, Mughalabad & Asghar Mall Scheme.

Most Visible Brands

Farooq e Azam road, Shamasabad, Rawalpindi Pirwadai Rawalpindi

23 24


17 1815 1613 1411 12


ISLAMABAD

The total of 76 shops surrounding 20 schools in 10 different localities of Pakistani capital city Islamabad have 86% inside point of sale advertisement while outside advertisement is relatively low, i.e., 33%.

A full 95% shops have been observed as promoting sales by displaying flashy cigarette powerwalls. Cigarettes jointly placed with candies have been seen in 22% of the shops. Inside counter 17% and on the counter 13% product display has been seen. At least 8% are seen offering incentives on the sale of cigarettes. A full 79% of the shops indulged in the violation of not having displayed “the no underage sale” warning signage. Powerwalls promotion coupled with single stick sale at every shop is having maximum influence on the youth of the capital city to adopt this deadly habit. Smokeless tobacco has also been available unhindered at every shop.

Figure 10: Overall findings (Islamabad City)



No 14%Yes 86%

20Schools

Survey conducted

around Monitored


76Shops

50meter radius


51

25

11

65

4

72

59

17

60

16

0

100

NoYes





Signage


KEY FINDINGS






17% Shops having cigarettes inside Glass Counters

ISLAMABAD


Brand VisibilityGold Flake 95%

Capstan 93%

Dunhill 88%

B & H 87%

Gold Flake 85%

Wills 28%


Marlboro 91%

Diplomat 88%

Morven Gold 78%

Bond 49%

K2 9%

76 Shops/Point of Sale (POS) monitored, approximately 4 shops within 50meter radius of each school

Top Three Most Visible Brands at these shops: Gold Leaf, Red & White, Marlboro

Areas Monitored: F-6, F-11, G-7, G-8, G-9, G-10, G-11, I-8, I-9and I-10

Most Visible Brands

0

20

40

60

80

100

Figure 11: Powerwall/Cigarette placement behind cash counter

Powerwall/Placement of Cigarette Behind cash counter

No 5%Yes 95%

G 8-4 islamabad G 7, islamabad

27 28


19 2017 1815 1613 1411 12


PESHAWAR


A total of 77 shops around 20 schools in seven localities were surveyed in Peshawar, the capital of Khyber Pakhtunkhwa province. It has been observed that 62% shop have inside advertisement. The percentage of powerwalls has been found as 77% and placement of cigarettes inside cash counter is 71% and on the counter 31%. At least 54% of the points of sales have been observed as having packs placed with candies while 94% shops have no clue about mandatory requirement of displaying “no underage sale” signage.

A staggering 96% shops are selling single sticks.

Figure 14: Overall findings (Peshawar City)

Presence of no sale to minor Signage

Figure 13: Presence of No Sale to Minor Signage

No 94%Yes 6%

20Schools

Survey conducted

around Monitored


77Shops

50meter radius


707

2948

1859

3542

725

374

NoYes





Signage


KEY FINDINGS







Most Visible Brands

PESHAWAR

0

10

20

30

40

50

60

70

80

90

100

77 Point of sales (POS) monitored, approximately 4 shops within 50meter radius of each school

Top Three Most Visible Brands at these shops: Gold Leaf, Red & White, Morven

Areas monitored: Warsak Road, University Road, Hayatabad, Saddar, Yakatoot, Hash-Nagri, Dala Ghak Road,


Capstan 60%

Dunhill 18%

Gold Flake 14%

B & H 6%

Wills 0%


Morven Gold 79%

Diplomat 47%

Marlboro 31%

Bonds 5%

K2 4%

Najeeb General Store near ELP, Peshawar Shenwari Super Store , Peshawar

31 32


21 2219 2017 1815 1613 1411 12


QUETTA

In Quetta, capital of the geographically largest province Balochistan, 86 shops around 20 schools in 9 different localities were observed for placing pro-smoking commercial communication targeting school children. Outside point of sale advertisement is 86% and inside is 80%.

At least 65% of the outlets have powerwalls while 88% of the shops do not carry the mandatory no minor sale signage. At least 15% have limited time offers and free gifts; 21% have placed cigarette packs with candies; 96% shops selling loose sticks; 49% of the shops are seen selling smokeless tobacco; 27% have placed packs on cash counter while 22% have put them inside counters.

Figure 16: Overall findings (Quetta city)



No 20%Yes 80%

20Schools

Survey conducted

around Monitored


84Shops

50meter radius


1274

1769

3056

6818

7610

482

NoYes





Signage


KEY FINDINGS







Most Visible Brands

QUETTA

0

20

40

60

80

100

84 Shops/Point of Sale (POS) monitored, approximately 4 shops within 50meter radius of each school

Top Three Most Visible Brands at these shops: Gold Leaf, Capstan, Morven Gold

Areas Monitored: Shahbaz town, Toghi Road, Alamdar road, Mariabad, Liaqat Bazaar, Sariab Road, Jinnah Road, Mcconghey Road and Jinnah Town.


Capstan 78%

Gold Flake 53%

Dunhill 52%

B & H 37%

Wills 13%

PMI Brands Morven Gold 62%

Marlboro 48%

Red & White 24%

Diplomat 19%

K2 13%

Bond 10%


Shehbaz Town Quetta Shehbaz Town Quetta

35 36


The most available brands ResultsMost advertised Brands at POS through ranking by observation

City Gold Leaf Capstan Gold Flake Dunhill B & H Wills Morven Gold R & W Marlboro Diplomat K2 Bond

Islamabad 72=95% 71=93% 65=85% 67=88% 66=87% 21=28% 59=78% 71=93% 69=91% 67=88% 7=9% 37=49%

Rawalpindi 76=100% 75=99% 67=88% 25=34% 62=82% 13=17% 66=87% 76=100% 52=68% 73=96% 34=45% 10=13%

Peshawar 67=87% 46=60% 11=14% 14=18% 5=6.4% 0 61=79% 65=84% 24=31% 36=47% 3=4% 4=5%

Karachi 78=99% 79=100% 78=99 58=73% 36=46% 16=20% 59=75% 51=64% 69=87% 26=33% 46=58% 9=11%

Lahore 71=89% 71=89% 73=91% 33=41% 28=35% 17=21% 62=77% 61=76% 71=89% 18=22% 38=48% 13=16%

Quetta 67=78% 67=78% 46=53% 45=52% 32=37% 11=13% 53=62% 21=24% 41=48% 16=19% 11=13% 9=10%

Total 431=91% 409=86% 340=72% 242=51% 229=48% 78=16% 360=76% 345=73% 326=69% 236=50% 173=36% 82=17%

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%

On the key findings of the survey has been that most of the advertisement that was observed has been done around schools is by two transnational tobacco companies –Pakistan Tobacco Company/British American Tobacco and Philipp Morris International. Both the companies jointly have 12 brands with equal share. However, PTC is the principal culprit for ensuring maximum visibility of its products to the children though PMI is not lagging behind.

The results of this survey reveal that the top leading brands in terms of most visible advertisement belonged

to the tobacco giant PTC – i.e., Gold Leaf with 91% visibility and Capstan with 86% visibility, at retail outlets. In second place were Philips Morris brands Morven Gold with 76% and Red & White with 73% visibility at retail outlets.

Gold Leaf’s targeted exposure to the school children has been observed as the most found brand – i.e. 91% followed by Capstan at 86%; Morven Gold 76%; Red & White 76%; Gold flake 72%; Marlboro 69%; Dunhill 51%; Diplomat 50%; Benson & Hedges 48%; K2 36%; Bond 17%; Wills 16%.

A parallel breakdown of the 12 brands of Philips Morris and PTC shows that visibility of PTC according to this survey’s observations is 53% and that of PMI is 47%. The market share of both these brands – which is approximately 82% in toto with 50% of PTC and 32%of PMI, as shown by the research – we can say that our results are in accordance to these findings18 . The market dominance of PTC’s brands by observing its advertisements and availability can be seen easily by the survey’s results.

In Pakistan as a whole it was seen that PTC’s brands had more visible advertisement

with Gold Leaf 91% followed by Capstan 86%,Gold Flake 72%,

Dunhill 51%, Benson &Hedges 48% and Wills 16%. Comparatively PMI

brand Morven Gold had maximum visibility of 76% followed by Red & White 73%,

Marlboro 69%, Diplomat 50%, K2 36% and Bond 17%.The visibility share in the market

was 53% of PTC followed by 47% PMI.

NATIONAL

In Karachi the visibility of PTCs brands was dominating with 100% visibility of Capstan followed by 99% visibility of Gold Flake and Gold Leaf. Other PTC brands such as Dunhill had 73%, Benson& Hedges had 46% and Wills had 20% visibility. The PMI brand Marlboro had the maximum visibility among its brands at 87% followed by Morven Gold 75%,Red &White 64%,K2 58%,Diplomat 33% and Bond 11% visibility.A breakdown shows that PTC has a 57% visibility whereas PMI has a 43% visibility of their brands in Karachi establishing the dominance of PTC.

The leading visible brand seen in Lahore is PTC’s Gold Flake with 91% visibility followed by Gold Leaf and Capstan at 89%, Dunhill 41%, Benson &Hedges 35% and Wills with 21% visibility. The second most visible brand in Lahore belong to PMI, i.e., Marlboro with 89% visibility followed by Morven Gold 77%,Red&White 76%,K2 48%,Diplomat 22% and Bond at 16%.The market share assessed according to visibility gives PTC the lead at 53% followed by PMI at 47% of the toto.

KARACHI

Karachi

Quetta

Lahore

RawalpindiIslamabad

Peshawar

18https://www.researchgate.net/publication/282182581_Comparative_Evaluation_of_Financial_Performance_of_Pakistan_Tobacco_Company_PTC_and_

Philip_Morris_Pakistan_Limited_PMPKL_through_Ratio_Analysis

LAHORE

37 38

QUETTA

ISLAMABAD

PESHAWAR

CONCLUSIONS

T he results of this survey establish beyond doubt that British American Tobacco and Phillip Morris

International have been pursuing a patently illegal and grossly unethical marketing strategy of pro-

tobacco advertisement, marketing and promotion to the most vulnerable demographic in Pakistan: school

children.

The shocking strategy of targeting of Pakistani school children as short-term customers and long-term addicts

working by these two tobacco giants has been observed in and outside 470 shops surrounding 120 primary,

middle and high schools in seven cities of the country having both male and female students of age ranges

between 3 and 17 years. It appears that the successful penetration of tobacco marketing in Pakistan is not

restricted to one social strata but to all segments of the society, including the highly impressionable school

children.

Results

RAWALPINDI

Similar to its twin city Islamabad, the statistics of Rawalpindi also reveal a high visibility of tobacco brands. Both PTC and PMI brands have an overall high visibility though PTC`s brands were observed more. Gold Leaf was seen in 100% or all the observed shops followed closely by Capstan 99% and Gold Flake seen at 88% of the shops. B&H which is a more expensive brand was seen in 82% of the shops which was the maximum when compared to other cities. Dunhill was observed in 34% and Wills had the least visibility i.e.17% of the shops. Comparing PMI and PTC, PMI`s brand R&W was at a tie with PTC`S gold leaf with 100% visibility, diplomat 96%,Morven Gold 87%,Marlboro 68%,K2 45% and Bond was seen at 13% of the outlets. The market visibility share of PTC`s brands was 53% compared with PMI`s brands 47%.

The capital city was seen to have highest visibility of all brands. It was seen that PTCs brand Gold Leaf had maximum visibility of 95% followed by Capstan 93%, Dunhill 88%, Benson &Hedges 87%, Gold Flake 85% and Wills 28%. PMI brand Red & White had the maximum visibility of 93% followed by Marlboro 91%, Diplomat 88%,Morven Gold 78%, Bond 49% and K2 9%. It can be seen that the tobacco industry has focused more on the capital to ensure increased visibility of most of their brands compared to other cities.The market share of PTC according to visibility is seen to be greater, i.e., 54 % compared to PMI with a market share of 46%.

Gold Leaf of PTC was leading in Peshawar according to its visibility at 87% followed by 60% Capstan, Dunhill 18%, Gold Flake 14%, Benson &Hedges 6% and Wills was not seen in Peshawar. In PMI brands Red & White had maximum visibility of 84%, followed by Morven Gold 79%, Diplomat 47%, Marlboro 31%, Bond 5% and K2, 4%. The visibility of PMI brands was seen to be more in Peshawar, i.e., 57% compared to PTC brands at 43%. Most of PMI’s brands fall in the lower tier of excise tax making them a cheaper and more easily affordable choice compared to PTCbrands. This could be a reason that PMI was found to be more visible in Peshawar.

In Quetta, the leading brands were of PTC, i.e., Gold Leaf and Capstan with 78% visibility followed by Gold Flake 53%, Dunhill 52%, Benson &Hedges 37% and Wills 13%. Whereas PMI’s Morven Gold had maximum visibility of 62% followed by Marlboro 48%,Red & White 24%,Diplomat 19%,K2 13% and Bond 10%.The market share according to visibility was more of PTC, i.e., 64% and 36% of PMI.

39 40

The Way Forward – Charter of Action

Saving Pakistan’s vulnerable children from a dangerous life of addiction, pain, misery, costly healthcare and death must become a top priority of the Government of Pakistan, provincial governments, local administrations, federal parliamentarians, provincial legislators, political parties, educationists, child

rights activists, civil society and media.

The following is a Charter of Action that must be adopted to safeguard Pakistan’s vulnerable school children from themalicious business and profit motives of PMI and PTC: _______________________________________________________________________________________________________

1 The Federal Government must amend the Prohibition of Smoking and Protection of Non-Smokers Health Act, 2002, to comprehensively ban Tobacco Advertisement, Promotion and Sponsorship (TAPS) as per Article 13 of the World Health Organization (WHO) Framework Convention on Tobacco Control (FCTC),which the Government of Pakistan ratified in 2005.

_______________________________________________________________________________________________________

2 A strict official mechanism must be developed to ensure enforcement of the 2002 law for completely banning sale of cigarettes around schools and holding PMI and PTC– and any others – accountable for its gross violations.

_______________________________________________________________________________________________________

3 The government must ensure that shopkeepers selling cigarettes to minors must be mandatorily booked and strictly penalized under the law.

_______________________________________________________________________________________________________

4 Local authorities must ensure that cigarettes are sold in packs of 20 and must not be sold in loose or in single sticks.

_______________________________________________________________________________________________________

5 by provincial setups must be enforced by making license mandatory for retail sale of manufactured tobacco.

P.O. Box No: 2563, Islamabad. Email: [email protected]

thenetwork for consumer protection TheNetworkpk

www.thenetwork.org.pk

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