The Hindu Business Line : Will tobacco cos ride F1 to beat the ban?

But with Formula One (F1) car racing reported to be making a pitch for Maharashtra, after Andhra Pradesh — organisations working on consumer and health-related issues worry that tobacco companies just may use F1 as a vehicle to circumvent the tobacco advertising ban, slated to come into force in May.

Only last week, India ratified the Framework Convention on Tobacco Control (FCTC) - a global framework to put a curb on tobacco use. "This amplifies the Government's intentions, since India is one of eight countries to ratify the FCTC. The significance increases when a country moves from signing the treaty to ratifying it. Signing, like an engagement, signifies intent. Ratifying is like a marriage, it means commitment," points out Ms Shoba John, Program Director with Path Canada, a public health organisation.

"But can tobacco advertising be effectively banned? Banning in developed countries, with Australia, Canada and New Zealand taking a lead, is resulting in tobacco companies shifting to developing countries," observes Mr Mike Pertschuk, Co-Director with the US-based Advocacy Institute. And the hardsell that F1 is undertaking in India is indicative that tobacco companies will use it as a vehicle to continue advertising, he points out. Mr Pertschuk was earlier with the Federal Trade Commission and has about 40-years worth of expertise on the tobacco industry. But are their concerns misplaced, given that by the time F1 actually hits the road, it would be a few years down the line and the ban would already be in force? "Our worries are based on the experience of countries like Germany and Canada. While Germany is lagging behind on this issue, Canada effected an anti-tobacco legislation, following which the F1 Grand Prix dropped Canada as a venue. But the Government stood its ground. The Indian Government too is likely to encounter similar pressures," points out Ms John.

The global debate currently stands on whether international sport would be weaned away from tobacco sponsorship by 2005 or 2006.

The European Union voted to bring the ban in by 2005, but countries like Germany are looking to stretch that deadline, she points out.

Meanwhile, with the Indian anti-tobacco law cracking its whip on brand extensions and surrogates, Mr Pertschuk points out: "The Indian Government has watched the experience in other countries and tried to anticipate industry reaction. But industry will find new ways, for instance, a tobacco company in Sri Lanka was found paying youngsters to smoke in malls."

The Government will have to watch out for these innovative avenues that would be much more subtle than riding the F1, he points out.

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