International Resource Center

A new study from HealthBridge and CMS Communication, entitled Tobacco Advertising, Promotion and Sponsorship across South and South East Asia, found that countries in South and Southeast Asia urgently need to strengthen their laws on tobacco marketing in order to comply with the Framework Convention on Tobacco Control (FCTC).

Article 13 of the FCTC requires Parties to implement a comprehensive ban on all forms of tobacco advertising, promotion and sponsorship, including cross border advertising originating within their respective borders within five years of the treaty’s entry into force.

The study identifies the challenges and opportunities regarding tobacco marketing bans in each country and explores ways to monitor and regulate cross-border advertising.

Study Findings

Health Bridge and CMS Communication evaluated existing tobacco marketing regulations in 10 countries (Bangladesh, Bhutan, India, Indonesia, Maldives, Myanmar, Nepal, Pakistan, Sri Lanka, and Thailand) and found:

• Direct advertising of tobacco products is decreasing, with the exception of points-of-sale;
• Indirect advertising, especially brand stretching and corporate social responsibility programs, is increasing;
• Most countries do not effectively address the issue of cross-border tobacco marketing; for example, many allow international television and print containing tobacco marketing;
• None of the 10 countries is in complete compliance with Article 13 Guidelines of the FCTC.

• Out of the 10 countries, Thailand comes closest to meeting FCTC Article 13 Guidelines. However, Thailand still allows tobacco marketing through international mediums, such as international television and radio, and allows for tobacco promotion through corporate social responsibility programs.
• Six countries (Bangladesh, India, Myanmar, Pakistan, Sri Lanka, and Thailand) have some form of legislation regulating tobacco marketing, although the strength and enforcement levels vary.
• Four countries (Bhutan, Maldives, Nepal, and Indonesia) do not have national laws regulating tobacco marketing.

Study Recommendations

• Countries in the South and Southeast Asia region must strengthen their laws to comply with Article 13 Guidelines which require a comprehensive ban on tobacco marketing.  
• Comprehensive bans on tobacco advertising, promotion and sponsorship reduce tobacco use; partial bans have limited or no effect on tobacco consumption as tobacco companies shift their marketing practices to unregulated forms of marketing.
• Multiple government agencies, including the Ministries of Health, Trade and Communication and Broadcasting, must collaborate in order to ensure effective implementation and enforcement of tobacco marketing laws.
• A well conceived monitoring, reporting, and enforcement mechanism is critical for successful implementation of a tobacco marketing ban.
• Countries need to urgently expand the scope of their laws to effectively control inflow and outflow of tobacco promotions across the national boundaries.

If you have questions about the study or how you may use it in your advocacy efforts, please contact Miranda Wang and she will direct you to the appropriate Campaign staff member.