Tobacco Lie and Our Children Future

Tobacco industry's strong influence in the nation's corridor of power has allowed them to enjoy nearly total freedom in advertising their deadly products. It is therefore no surprise to see tobacco ads everywhere even next to educational facilities such playgroup, elementary, junior and senior high schools, without any immediate and significant actions from the central and local governments.

One of a leading Indonesian tobacco companies 'Djarum' surrounds three elementary schools with its 'LA Light' ads. Photo by Indonesia Tobacco.

Unlike the tobacco industry's commitment not to market their products to children, it is obvious that they indeed target our children. The placement of ads right in front of the elementary schools is the evidence of a systematic strategy to poison the students since their early childhood.

Earlier, Djarum Corporate Affairs Director Suwarno M Serad expressed his support to the Indonesian Ulema Council's Haram Fatwa which forbids children and pregnant women from smoking. Chairman of The Association of Indonesian Cigarette Producers (GAPPRI) Ismanu Soemiran meanwhile stated that the tobacco industry agreed not to introduce cigarette to children.

A kiosk displaying a poster of 'Pro Mild', a cigarette brand of one of the largest Indonesian cigarette manufacturer in front of a playgroup and a mushola (small mosque). Photo by Indonesia Tobacco.

Even worse, the tobacco industry also targets playgroup students. It is absolutely unacceptable, introducing cigarette to the 3-5 aged children who don't even know about what ads means and the dangerous of that deadly cigarette. It is clear that the cigarette manufacturer aims the children as their next potential customers so that they can be sure of their business sustainability. It is no wonder that even with the release of 'Haram Fatwa' for smoking by the nation's second-largest Muslim organization 'Muhammadiyah', Gudang Garam Corporate Secretary Heru Budiman expressed no concern, saying that the impact of the Fatwa will be very minimum or might have no impact (Detik.com, June 17, 2010).

Senior high schools students secretly smoked under Sampoerna billboard. The billboard was placed in a shop next to some junior and senior high schools. Photo by Indonesia Tobacco.

While Djarum and Gudang Garam target elementary and playgroup students, Philip Morris' subsidiary HM Sampoerna seems to focus on approaching junior and senior high school students. In fact, HM Sampoerna Director Yos Adiguna Ginting has stated the company's support to Indonesia Ulema Council Haram Fatwa, saying that it is HM Sampoerna's commitment to prevent children and pregnant women from smoking. But why they place ads next to the schools? If even statement from high rank officials can't be trusted, how can you still believe in tobacco industry's good will?

Indonesia Tobacco Director Ismail A. notes his concern over the cigarette manufacturer's penetration to playgroup and schools. "They say they never target children but they place billboard next to the schools. They lie to public and they must have realized about it. The local authorities should also take responsibility since they allowed the installment of such ads around the schools", he said.

The government should take a more farsighted view by protecting the young generation from tobacco exposure. The revenue generated from the tobacco ads is nothing compared to the future of our children and nation. Moreover, tobacco threatens our country more than before due to uncontrollable fast growing tobacco production.

While in 2005 there was 213 billion of cigarettes produced, in 2009 the cigarette production increased by 32 billion to 245 billion. During the last five years alone, the number of cigarette production jumped 21.28 percent, from 202 billion cigarettes in 2005, became the 245 billion cigarettes in 2009.

Community Alliance Tobacco Indonesia (AMTI) predicts that up to the end of the year, the cigarette production could reach 265 billion cigarettes. In fact, the Ministry of Industry road map has set a target of 250 billion sticks of cigarettes production this year.

As quoted from Jakarta Globe dated November 1, Community Alliance Tobacco Indonesia (AMTI)'s deputy secretary general Agung Suryanto said that they agreed not to sell cigarettes to children. In addition, he added that as a legal business, the tobacco companies have the right to communicate with their adult consumers.

Though the key tobacco stakeholders have committed not to market cigarette to children but violations still happen everywhere, every time. Hence, Indonesia Tobacco Director Ismail A. emphasizes the importance of giving the tobacco industry 'good lesson'. "In the past, we could hardly touch the tobacco companies since we had no concrete evidence that they intentionally target children through advertising. But now we have it in our hand. They shouldn't just get away after causing so much trouble. The government must force them to withdraw all ads placed near the school nationwide by themselves. In this case, minister of health must ask all teachers and students to monitor their environment and report if any tobacco ads nearby", he said.

Furthermore, Ismail A. underlines the need to impose heavy sanctions to the cigarette companies. "It can be a very large fine or banning their advertising for some period of time. Since they intentionally target children, international community might consider to stop importing cigarettes from those manufacturers," he added. By Indonesia Tobacco.

Sumber : www.indonesiatobacco.com