The 13th World Conference on Tobacco OR Health

Objective: To see the implementation of the provisions related to point of sale advertisement in Indian legislation. The Government of India implemented ‘The Cigarette and Other Tobacco Products Act, 2003', with three of its provisions from 1st May 2004 and one more provision from 1st December 2004. Permission for point of sale advertisement was a component under the ban on advertisement.

Methods: Boards on the shops advertising tobacco in Delhi, Mumbai, Kolkatta and Thiruvananthapuram, were studied vis-à-vis the rules under the legislation, during September to November 2005.

Results: Very few boards were as per the specifications provided under the rules. Various deviations for advertisements included, (i) Advertisement size bigger than permissible (generally slightly bigger to avoid instant detection); (ii) Board size bigger than permissible, cigarette advertisement(s) within limits; (iii) Two advertisements placed together, total board size bigger than permissible, cigarette advertisement size within limit; (iv) More than two advertisements; (v) Single board with two advertisements, suggesting a single repetitive advertisement; (vi) Single board with two advertisements, suggesting a single repetitive advertisement, but shop not a predominantly tobacco shop; (vii) Single board with more than two repetitive advertisements; and (viii) Tobacco advertisements on shops not selling tobacco. Point of sale advertisements have so far been placed by cigarette companies only. Advertisements are not seen on all tobacco shops. The advertisements seem to have been placed strategically, with some areas completely without them. Purpose does not seem to be information about availability of tobacco products, but for outright advertisement of cigarettes.