Tobacco Industry and Surrogate Advertising in South East Asia Region: Moves and Countermoves.

For decades, tobacco consumption has been a public health concern in the world, especially South East Asia Region, which currently accounts for 81% of global smokeless tobacco users and is home to >22% of global adult smokers aged >=15 years.[1], [2] Asia is not only the world's largest tobacco producer but also the largest tobacco consumer.[3] The tobacco industry in this region has been facilitated by complex cross-border factors, including trade liberalization, direct foreign investment, global marketing, transnational tobacco advertising, promotion, and sponsorship.[4] Aggressive marketing by the tobacco industry has boosted sales of tobacco products to unprecedented heights.[5] This article is a story of the evolution and current status of surrogate advertisement for tobacco products in the South East Asia Region and the challenges faced by national policy-makers in their efforts to combat this menace. J Bus Manag Commer Res, 2015 Jun 1; IV: 1-8. 18 Kumar A. Menace of surrogate advertising of Gutka-tobacco brand advertisement and resultant rampant selling bypassing Gutka ban in State of, UP. More than 70% of tobacco consumers reported that advertisements by tobacco companies inspired their tobacco brand and product preferences, while >80% agreed that advertisements can alter consumer perceptions about the product advertised.[8], [22] Areca Nut - The New Face of Surrogate Advertisement for Tobacco A recent player in the surrogate advertisement game is the areca nut, commonly grown in India, Pakistan, Thailand, Malaysia, and South Pacific islands. India also had the Cable Television Networks Rules, 1994, section 7(2), which prohibited advertising tobacco products, alcohol, and other intoxicants. [Extracted from the article]

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