World No Tobacco Day 2013

Do tobacco control measures reduce

tobacco use?

Evidence from research and practice

Kristina Mauer-StenderWHO European Office

Presentation Objective

Revision of the Tobacco Products Directive is the opportunity for the European Union to be leader in

tobacco control again!

Key Message 1

European Region has little to be proud of regarding tobacco

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Mortality from Tobacco

European Region has one of the highest proportions of deaths attributable to tobacco

16% of all deaths in adults over 30 are due to tobacco,

the global average is 12%

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Youth Prevalence of Tobacco

• WHO European Region has high prevalence of youth tobacco smoking

• Prevalence of female youth considerably higher in European Region than in other Regions

Key Message 2

Tobacco package - one of the last powerful advertising tools

Tobacco Product Directive – an opportunity to keep young people from starting to smoke

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WHO FCTC article 11 - a powerful tool that works

Tobacco Products Directive

Tobacco use is addiction of adolescents

70% of smokers start before they are 18 years old and 94% start under 25 years old

In the Region, the increase in youth smoking – particularly girls – is alarming

Several countries (Latvia, Czech Republic, and Lithuania) have similar prevalence of youth and adults

The gap in boys and girls is much smaller (21% boys, 17% girls) than the gap in men and women (40% men, 22% women)

Tactics of Tobacco Industry

Tobacco Industry is innovative and has created an effective advertising medium on the package – many tailored specifically to young women and girls

Tactics of Tobacco Industry: Pack Design

Slim packs reinforce belief that smoking helps to control appetite and prevent weight gain

Global sales of slim cigarettes, targeted at females, are expected to grow from 4% to 13% of the market between 2011 and 2016

Key Message 3

Large pictorial health warnings and standardized packaging will not lead to

an increase in illicit trade in tobacco

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Protocol to Eliminate Illicit Trade in Tobacco Products

Tobacco Products Directive

TPD will not increase the illicit market in tobacco

Impact Assessment accompanying the TPD confirms that there is no convincing evidence submitted by the tobacco industry that larger health warnings and pictorial warnings will lead to increase in illicit trade

Member States that have introduced pictorial warnings have seen no increase in illicit trade

Illicit trade can be counteracted through the use of chips and invisible ink on tobacco products

Key Message 4

Tobacco Products Directive proposals do not break any

international law or Treaty provisions

Tobacco Products Directive

Plain packaging does not violate intellectual property law

Plain packaging measures would still allow the owners of the trademarks to own their trademarks and be protected against unauthorized use

It would merely regulate the use of logos or colours for public health purposes, which is specifically allowed under both international intellectual property law and EU law

The Supreme Court of Australia recognized that plain packaging was not in violation

Tobacco Products Directive

Plain packaging does not violate international trade and investment law

International trade law provides exceptions, for public health purposes, as long as they are not “arbitrary” or “disproportionate”

Plain packaging effectiveness is supported by a large body of evidence and their adoption is recommended by the Guidelines of the WHO FCTC

Key Message 5

Electronic Nicotine Delivery Systems to be regulated as tobacco products

and as medicinal products

Tobacco Products Directive

Use of e-cigs has grown in recent years: 7% of citizens have at least tried them

Trends and limited regulation suggest that e-cigs use will continue to grow despite limited understanding of the product’s characteristics

By the acquisition of e-cigs, cigarette manufacturers believe this is the next frontier for their companies

Tobacco Products Directive

ENDS undermine Articles 6 (taxation) and 8 (second-hand smoke) of the WHO FCTC

WHO suggests ENDS should be regulated through a two-pronged approach as both tobacco products and as medicinal products to prevent a situation in which loopholes are exploited and ENDS escape control

Key Message 6

The European Community, as a Party, has committed itself to the comprehensive approach embraced by the WHO FCTC

It is crucial to strengthen the Tobacco Products Directive in line with the WHO FCTC – we know it works!

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First international treaty to be negotiated under the auspices of WHO

Entered into force on 27 February 2005

49 countries in the Region and the European Community are Parties

WHO FCTC is a powerful evidence-based tool for tobacco control – it works!

WHO Framework Convention on Tobacco Control

Turkey is an inspiration to countries: achievement of decreasing smoking prevalence among adults from 31.2% in 2008 to

27.1% in 2012

Prevalence of current tobacco smoking by gender,GATS Turkey 2008 and 2012

Example from Turkey

“We know that tobacco use is not a choice. It is a powerful addiction. The true choice is between tobacco and health”

Director General of WHO