News analysis
MALAYSIA: TOUGH NEW WARNINGS
All articles written by David Simpson unless otherwise attributed. Ideas and items for News Analysis should be sent to: d.simpson@iath.org
Malaysia amended the regulations of its tobacco control law in September to implement compulsory pictorial warnings on tobacco packaging. A series of six of some of the most gruesome warnings in the world will appear on the top of both main faces of the pack, covering 40% of the front and 60% of the back, in the country's two main languages, Malay and English. Manufacturers will be allowed to print their usual brand names, colours and other devices on the remainder of each face, but first sight of the warnings suggests that even the most creative designs will face an uphill struggle to reduce the impact of the warnings.
Three of the six warnings deal with cancers—of the lung, neck and mouth—and the others with premature birth, miscarriage and gangrene. From 1 January 2009, at least two brands or variants from each tobacco manufacturer will be required to have pictorial warning packs displayed on retail shelves. By 1 March 2009, all variants must have pictorial warnings. By 1 June 2009, all cigarettes on sale must have pictorial warnings and any remaining stocks without them must be removed.
It was not so long ago that Malaysia gave the impression of an adventure playground for young tobacco marketing executives, and industry documents reveal strenuous efforts to resist, among other measures, pack warnings that might actually make an impression on smokers. For example, health ministry proposals for a new range of tobacco control measures, including better warnings, were met by the industry using the successful strategy it has followed for so long in the UK, the infamous “voluntary agreement” system. Companies such as market leader British American Tobacco (BAT) constantly told governments that …
