M. Waqar Bhatti
Islamabad: Graphic warnings on cigarette packs, once hailed as a major deterrent to smoking, appear to have fallen short of their intended impact as a significant majority of smokers—especially youth—purchase loose cigarettes instead of full packs, effectively bypassing the unsettling visuals.
“Over 75% of my customers buy loose cigarettes. Youngsters, in particular, don’t buy full packs because they can’t afford them or don’t want to risk taking packs home,” said Noman, a shopkeeper at Islamabad’s Abpara market. “They fear their parents might find out if they carry packs around.”
Sellers like Samiullah in G-9 confirmed the trend. “Some regular customers even carry fancy cigarette cases and transfer loose cigarettes into these cases, avoiding the graphic images altogether,” he said. According to Samiullah, it’s not the images but the rising cost of cigarettes that makes some people reduce their consumption.
An increasing number of Pakistani youth are gravitating toward vaping devices and flavored tobacco pouches, which lack the graphic warnings found on cigarette packs. These alternatives are not only more discreet but also marketed in appealing flavors, smells, and sleek packaging that resonate with younger consumers.
“Vaping feels cool, smells good, and tastes better than cigarettes,” said Abdur Rehman, a ninth-grader. He revealed that he and his friends often pool pocket money or, in some cases, steal from their parents to buy disposable vaping devices.
Shopkeepers reported that students as young as 14 to 16 are buying locally produced and imported vaping devices, as well as tobacco pouches, which are readily available despite health concerns.
Findings from an Israeli study further cast doubt on the effectiveness of fear-based graphic warnings. Researchers at Tel Aviv University, in a study published in Nicotine and Tobacco Research, concluded that such warnings fail to resonate with smokers.
Instead, the study recommends a shift toward positive, empowering messages, such as success stories of former smokers, vivid descriptions of life after quitting, and practical guidance for managing withdrawal.
“Messages rooted in fear often create avoidance behavior rather than genuine consideration to quit. Personal success stories and supportive strategies have a greater chance of reaching the smoker emotionally”, Dr. Yael Bar-Zeev, one of the researchers, explained.
Pakistani health experts say in light of these findings, Pakistan’s anti-smoking campaigns may need to pivot from their reliance on graphic warnings to more constructive strategies. They suggest that community-based interventions, targeted education campaigns, and a crackdown on the sale of loose cigarettes, vaping devices, and flavored tobacco products could yield better results.
Moreover, the government must regulate the burgeoning vaping market, which remains largely unchecked. Shopkeepers admitted that they sell these products without any age verification, enabling easy access for minors.
Senior pulmonologist Dr. Matti-ur-Rehman says graphic warnings on cigarette packs are no longer sufficient to curb smoking rates, particularly among Pakistan’s youth.
With the rising popularity of vaping and flavored tobacco, public health policymakers face the dual challenge of addressing traditional smoking habits and tackling the allure of new-age alternatives.
The need for innovative and evidence-based strategies has never been greater to ensure a healthier, smoke-free future for the country’s younger generations, Prof Rehman maintained.
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