• The World Health Organisation (WHO) released its report on the Global Tobacco Epidemic 2025 at the World Conference on Tobacco Control in Dublin, warning that action is needed to maintain and accelerate progress in tobacco control as rising industry interference challenges tobacco policies and control efforts.

• The report focuses on the six proven WHO MPOWER tobacco control measures to reduce tobacco use.

• Tobacco use remains a significant global health challenge, responsible for  over 7 million deaths annually as well as disability and long-term suffering from tobacco-related diseases.

• The report highlights that, in 2024, over 6.1 billion people, representing over 75 per cent of the world’s population, were protected by at least one MPOWER measure adopted at the highest level. 

• However, more work is needed to close the gap for the populations not currently protected.

What is MPOWER?

• In line with the WHO Framework Convention on Tobacco Control (WHO FCTC), WHO introduced the MPOWER measures in 2008. 

• MPOWER are a set of six cost-effective and high impact measures that help countries reduce demand for tobacco. 

These measures include:

i) Monitoring tobacco use and prevention policies.

ii) Protecting people from tobacco smoke with smoke-free air legislation.

iii) Offering help to quit tobacco use.

iv) Warning about the dangers of tobacco with pack labels and mass media.

v) Enforcing bans on tobacco advertising, promotion and sponsorship. 

vi) Raising taxes on tobacco.

• Since 2008, as many as 155 countries have implemented at least one of the WHO MPOWER tobacco control measures to reduce tobacco use at best-practice level. 

• Today, over 6.1 billion people, three-quarters of the world’s population, are protected by at least one such policy, compared to just 1 billion in 2007. 

• Four countries have implemented the full MPOWER package: Brazil, Mauritius, the Netherlands, and Turkey. 

• Seven countries are just one measure away from achieving the full implementation of the MPOWER package, signifying the highest level of tobacco control, including Ethiopia, Ireland, Jordan, Mexico, New Zealand, Slovenia and Spain.

• However, there are major gaps. 

• As many as 40 countries still have no MPOWER measure at best-practice level and more than 30 countries allow cigarette sales without mandatory health warnings.

• There is significant improvement in graphic health warnings, one of the key measures under the WHO Framework Convention on Tobacco Control (FCTC), that make the harms of tobacco impossible to ignore

• As many as 110 countries now require them — up from just 9 in 2007 — protecting 62 per cent of the global population.

• As many as 25 countries have adopted plain packaging.

• WHO warns, however, that enforcement is inconsistent, and smokeless tobacco packaging remains poorly regulated. 

• Taxes, quit services and advertising bans have been expanding, but many improvements are needed.

• Taxation: 134 countries have failed to make cigarettes less affordable. Since 2022, just three have increased taxes to the best-practice level.

• Cessation: Only 33 per cent of people globally have access to cost-covered quit services.

• Advertising bans: Best-practice bans exist in 68 countries, covering over 25 per cent of the global population.

• Around 1.3 million people die from second-hand smoke every year. Today, 79 countries have implemented comprehensive smoke-free environments, covering one-third of the world’s population. 

• Since 2022, six additional countries (Cook Islands, Indonesia, Malaysia, Sierra Leone, Slovenia and Uzbekistan) have adopted strong smoke-free laws, despite industry resistance, particularly in hospitality venues.

• There has been a growing trend to regulate the use of e-cigarettes or Electronic Nicotine Delivery Systems (ENDS). The number of countries regulating or banning ENDS has grown from 122 in 2022 to 133 in 2024, a clear signal of increased attention to these products. However, over 60 countries still lack any regulations on ENDS.

• WHO is calling for urgent action in areas where momentum is lagging.

WHO Framework Convention on Tobacco Control (WHO FCTC)

• It is the first treaty negotiated under the auspices of WHO. The WHO FCTC was adopted by the World Health Assembly on May 21, 2003 and entered into force on February 27, 2005. 

• Since its entry into force in 2005, this international treaty has become one of the most rapidly and widely embraced treaties in United Nations history. 

• To date, 180 countries globally have ratified the WHO FCTC, including 50 WHO European Member States.

Indian govt’s initiatives to control tobacco use

The Indian government has taken a series of measures to deter people from consuming various tobacco products, including imported cigarettes.

They are:

1) Enactment of the “Cigarettes and other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act, (COTPA) 2003”.

2) Ratification of WHO Framework Convention on Tobacco Control.

3) Launch of the National Tobacco Control Programme (NTCP) in 2007-08, with the objectives to: 

a) Create awareness about the harmful effects of tobacco consumption.

b) Reduce the production and supply of tobacco products.

c) Ensure effective implementation of the anti-tobacco laws.

d) Help the people quit tobacco use through Tobacco Cessation Centres.

4) Prohibition of Electronic Cigarettes (production, manufacture, import, export, transport, sale, distribution, storage and advertisement) Act (PECA), 2019 to protect the masses from the health hazards attributable to  consumption of e-cigarettes and similar devices.

• The enforcement of provisions of COTPA, 2003 and PECA, 2019 primarily lies with the states/Union Territories.

• The states/UTs undertake drives for enforcement of COTPA, 2003 from time to time.

• Enforcement efforts are also monitored by the State Tobacco Control Cells (STCCs) and District Tobacco Control Cells (DTCCs).

Extending tobacco control policies to digital platforms

• India has implemented stringent measures to curb TAPS (tobacco advertising, promotion and sponsorship) across all forms of media, including television, radio, print and digital platforms. 

• To restrict depictions of tobacco use in entertainment media, the government introduced the Tobacco-Free Films and Television Rules in 2012, focusing on traditional platforms like cinema and television.

• However, as more people shift towards using digital streaming platforms, India recognised the need to update its tobacco control policies. 

• Coinciding with World No Tobacco Day on May 31, 2023, the government introduced an amendment to the 2012 legislation, extending its coverage to over-the-top (ott) streaming platforms. 

• With this move, India became the first country in the world to apply tobacco control regulations specifically to digital streaming content.

Key provisions of the 2023 Amendment include:

• Health spots: Anti-tobacco health spots lasting at least 30 seconds must be shown at both the beginning and middle of any programme displaying tobacco products or their use.

• Static warnings: A clear, static anti-tobacco health warning must be displayed at the bottom of the screen whenever tobacco products or usage appear.

• Audio-visual disclaimers: A disclaimer on the harms of tobacco use lasting a minimum of 20 seconds must be presented at the start and midpoint of the content.

• All warnings and messages must be delivered in the same language as the content to ensure maximum understanding and impact.

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