EFFECTIVE ENFORCEMENT IS THE KEY
RECENTLY, the Health and Education Ministries launched the Generational Endgame (GEG) AntiRokok 18 (Gegar-18) campaign to drum in the message among schoolchildren about the health hazards of smoking.
This is part of the Health Ministry’s proposal to ban the sales of tobacco products to those born from 2005, starting next year.
The bold move has been met with mixed reaction by the public. This policy proposal likely drew inspiration from the Generational Endgame policy in New Zealand, which follows a phased approach from 2011.
New Zealand aims to reduce smoking to below five per cent of the adult population by 2025, starting with reducing the number of cigarette retailers from 2024, reducing the nicotine in cigarettes from 2025 and gradually raising the legal age of sale for cigarettes to create a “tobacco-free generation”.
This means that people who are 14 years or younger in 2027 will not be able to buy cigarettes.
There is no denying that the Malaysian version of this policy is good for public health, especially in managing health risks for future generations.
But the road ahead is fraught with challenges. If we are not careful, even the most well-intended policy can fail if not well executed.
FIRST, consider its implementathis tion. Tobacco products are widely and easily available in the market.
With this proposed policy, those born in 2005 and beyond will be barred from purchasing the products at retail outlets. This can be monitored if the purchases are made physically and in-store.
But there will be serious challenges in monitoring things online, especially for non-cigarette tobacco products like vape and e-cigarette.
Even for in-store purchases, what assurance is there that the retailers will not put profitability over public health?
Putting in place punitive mechanisms may serve as a deterrent for retailers but it will still be a challenge to enforce this soon-to-be-law.
While enforcement is not an exclusive domain of the Health Ministry, as there are other ministries and agencies involved such as the Domestic Trade and Consumer Affairs Ministry, the practicality of this ban will be severely tested.
Just look at the smoking “ban” in eateries that has been violated time and again by restaurateurs and patrons.
SECOND, when the government stands firm in banning or restricting purchase of certain products, the illicit trade of these products will, more often than not, flourish.
Consumers will find ways to get their hands on these products. Already, we are in a constant battle against illicit trade for cigarettes, costing billions in lost tax revenue annually.
The move to ban cigarettes and non-cigarettes from reaching the new generation will most likely boost the appeal for these products in the black market.
THIRD, by banning not just cigarettes but also the alternatives to cigarettes, the likelihood of these products surfacing in the black market without any form of quality control will be higher.
The new generation will find ways to get these untested, unregulated products, which, given the electronic nature of the products, may not meet quality standards and can even be dangerous.
The intention to introduce this policy is indeed commendable. However, the good intention must always be executed well to get the desired outcome.
In New Zealand, the government has put in place other measures, including requiring plain packaging for cigarettes and raising the price of cigarettes steeply to US$20 per pack. Vaping products are also prohibited for sale to anyone under 18.
There are steps that need to be taken to complement the ban as the main goal is still to reduce smoking rates and protect future generations.
Therefore, it would be wise for the Health Ministry to take a more cautious approach and to clearly define its target rather than pushing through
targets that may not be practical. In the end, it may derail the main objective of cutting down smoking.
Consumer behaviour evolves constantly, and new trends and technology will emerge. What seems like a smart move today may be a new problem tomorrow.
Hopefully, the Health Ministry will not miss the woods for the trees with
ban, as well as the much-awaited new Tobacco Act.
While more regulation is better than no regulation, for that to work, the enforcement mechanism must be there to ensure a smooth transition to a meaningful smoke-free society.
SIM TIAN HONG Subang Jaya, Selangor