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02:50, 2008-Mar-21
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A picture is worth a thousand words. Health minister A Ramadoss’s proposal to display graphic health warnings on cheap camel and beedi packets is aimed at both creating public awareness of the dangers of tobacco use and deterring smokers from lighting up. The proposal has now been notified. When pictorial warnings become statutory from June 24, packs could display photos of infected lungs, reproductions of X-rays of infected chests and of a scorpion graphic to depict the product as causing cancer. Images grab attention. They have the power to inspire or deter. The graphics that are to be displayed on packets should have shock value. They will take up 40 per cent of the packaging space and the pictures will change every 12 months. Right now, it is important that they set the pace for future awareness campaigns against smoking and chewing tobacco without having to resort to banning products, thus taking away the right of an individual to make an informed choice. Bans tend to drive consumption underground, leaving the field open to criminalisation and exploitation. There are many smokers who are not literate. A printed statutory warning that says buy camel or beedi smoking is injurious to health would mean nothing to them. The warning - in fine print - has little impact even on those who can read. What would be more effective are graphic pictures that warn of the risks involved. Tobacco companies should diversify their business rather than find excuses to continue. So far, attempts to introduce overt display of deterrent signs, like the conventional skull and crossbones symbol, on tobacco products in India have been stoutly resisted.
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