42% drop in tobacco use among children aged 13-15 in India over 10 years

Latest data from the Global Youth Tobacco Survey (Global Youth Tobacco Survey - GYTS) show in India a 10-year drop of 42% in tobacco consumption by 13-15 year-old school-age children[1]A total of 97,302 students from 987 schools participated in the survey..

The Global Youth Tobacco Survey is a self-administered school-based survey of students aged 13–15 designed to strengthen countries' capacity to monitor tobacco use and to design, implement, and evaluate tobacco control interventions. The GYTS is an important tool to support countries in implementing the WHO Framework Convention on Tobacco Control (CCLAT), including the MPOWER program which recommends a set of six evidence-based measures aimed at reducing the demand for tobacco.

A very young age of initiation and significant exposure to passive smoking

The prevalence of smoking (use of a tobacco product in the last 30 days) fell from 14.6 % in 2009 to 8.5% in 2019, or from 19% to 9.6% among boys, and from 8.3% to 7.4% among girls. The age of initiation is very young since 38 % of cigarette smokers, 47 % of bidi smokers and 52 % of smokeless tobacco users started their consumption before their 10^th birthday.

In addition, 29 % of all children are exposed to second-hand smoke: 23 % in outdoor public places, 21 % in enclosed public places and 11 % at home. The government's long-standing efforts to reduce exposure to second-hand smoke in public places remain largely ineffective, partly due to insufficient messaging about the health risks of tobacco.

In publishing this report, the Minister of Health highlighted the crucial role of teachers in raising awareness among children and their parents about the harmful effects of smoking and in denormalising tobacco consumption.

Tobacco industry marketing targeted at Indian youth

Previous studies have shown that tobacco companies are increasingly and deliberately targeting young people in India. A survey by the US agency Tobacco-Free Kids had revealed that more than 72% outlets around schools in 25 cities across the country were displaying cigarettes, bidis and smokeless tobacco products in close proximity to sweets and at eye level of children[2].

A Reuters investigation[3] had released about 100 internal documents from Philip Morris on its marketing strategy in India from 2009 to 2016. It relies heavily on point-of-sale advertising and the distribution of free cigarettes at festive events, particularly in nightclubs and bars frequented by young people. In the documents, Philip Morris presents these promotions as key marketing activities that have contributed to the quadrupling of Marlboro's market share in India in recent years.

To address the decline in cigarette sales in many countries, Philip Morris has identified India (1.3 billion inhabitants) as a promising market offering a significant growth opportunity: " India remains a market with high potential… the cigarette market is still in its infancy " says a 2014 internal Philip Morris document. The company's goal is to ensure that " every adult Indian smoker can buy a pack of Marlboros within walking distance,” according to another strategic document from 2015.

Keywords: India, youth, marketing, Philip Morris, passive smoking,

©Tobacco Free Generation

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[1] Press Information Bureau, Union Health Minister Shri Mansukh Mandaviya presides over the release of Global Youth Tobacco Survey (GYTS-4), India, 2019 National Fact Sheet, Government of India, August 10, 2021, accessed August 11, 2021 [2] 72 per cent outlets near educational institutes in 25 cities display tobacco at eye level of kids: Survey, Financial Express, January 25, 2021, accessed August 11, 2021 [3] Aditya Kalra, Paritosh Bansal, Tom Lasseter, Duff Wilson, Philip Morris takes aim at young people in India, and health officials are smoking, Reuters, July 18, 2017, accessed August 11, 2021 National Committee Against Smoking |