Content area
Full Text
In 1998, a panel of 26 health experts acting on behalf of 130 health agencies and professions published a strong warning to the federal government. The expert panel said: "By any measure, by any standard, tobacco use in Canada constitutes a public health crisis . . . tobacco industry products will kill 3 million Canadian presently alive. We know the measures now that are necessary to prevent the addiction of our youth . . . There is nothing magical involved in preventing this epidemic. What is needed is political will." 2
A public health problem of this magnitude should raise obvious questions. Where is the deep sense of urgency and outrage that should accompany a prediction of such gravity? 3 What kind of warnings should be placed on a product that addicts and results in the premature death of almost half of its users. What kind of warnings would be fair for a product that causes more avoidable mortality in Canada than motor vehicle deaths, suicide, murder, alcohol, and AIDS combined? A good start might be warnings that tell the truth.
Instead, we send conflicting messages to the public. We tell them that there are very serious risks associated with tobacco products. Then we allow our major cause of preventable death to be sold in some of the most beautiful packaging ever created. Children cannot help but notice that it is sold next to candy in every corner store. Equally surreal, we allow these same products to be advertised on posters and billboards next to schools, endorsed by tennis stars and motor sport idols, and promoted by engaging cartoon characters. Why should we be surprised when kids, and everyone else, underestimate the risks of tobacco use?
(Traditional brand advertising in Canada ended in 1989 with the coming into force of the Tobacco Products Control Act (TPCA). Tobacco sponsorship advertising continued as a result of loopholes in the legislation. In 1997, the Tobacco Act replaced the TPCA but sponsorships ads were, once again, given special treatment. Throughout the decade following enactment of the TPCA, sponsorship ads have proliferated in Canada.)
A breakthrough in warning systems
Part of this problem may be addressed if the dramatic new warning system now under consideration in Canada becomes law. If...