By: Malik Imran Ahmad
Over the past one and a half years, Pakistan’s efforts to control tobacco use have encountered significant setbacks. Despite early advances in tobacco regulation, recent developments indicate a reversal of policy initiatives aimed at reducing tobacco consumption. With no new policy measures introduced since June 2023, and several key protective policies being eroded or undermined, the situation now poses a serious public health risk. It is concerning to observe this troubling trend, including the stagnant size of health warnings, an imminent danger of reduction in tobacco taxes, and the subtle yet dangerous influence of the tobacco industry on policy-making on new tobacco products.
One of the most alarming aspects of the current scenario is the absence of new tobacco control policies. Since June 2023, there has been little to no development in regulatory measures. The last substantial modification occurred in 2020 when an increase was made to the size of the Pictorial Health Warnings (PHWs) on tobacco products. Since then, there have been no further updates or improvements in warning labels, nor has there been any significant discussion on addressing the online sale and promotion of tobacco products—an area that has remained largely unregulated since consultations in September 2023.
This lack of progress is particularly concerning given that tobacco control is a dynamic field, where policies must adapt to new industry tactics and emerging products. Without continual improvement and updating of regulations, there is an increasing risk that Pakistan will fall further behind global standards, leaving its population vulnerable to the health impacts of tobacco.
A critical component of tobacco control is the regulation of pricing through taxation. In Pakistan, there has been no increase in tobacco taxes since June 2023. In a move that represents a stark departure from previous strategies, the government recently decided to reduce the tax on cigarettes by 20%. This decision was justified by officials on the grounds of curbing illicit trade. The government officials view was developed by the Tobacco Industry through an aggressive campaign on the issue of illicit trade without any counter-effort from tobacco control activists.
The reduction in taxes risks making tobacco products more affordable and accessible. Lower prices can lead to higher consumption rates, particularly among vulnerable groups such as the youth and low-income populations. This reversal not only jeopardizes public health but also undermines the progress made in reducing tobacco-related morbidity and mortality.
Another worrying trend is the controversial proposal to manufacture smaller cigarette packs—often referred to as “kiddie packs”—purportedly for export. Historically, regulations have mandated that cigarettes be sold in packs containing no fewer than 20 sticks, a measure designed to deter underage smoking. However, the recent approval of a Statutory Regulatory Order (SRO) to manufacture smaller packs signals a shift in regulatory oversight. Critics contend that this move is a calculated effort by the tobacco industry to make cigarettes more affordable and appealing, particularly to children and young people.
The lack of a robust response from tobacco control activists in this instance suggests a gap in understanding of how the industry manipulates regulatory frameworks. By facilitating the production of smaller, cheaper packs, policymakers are inadvertently creating conditions that could lead to a new generation of tobacco users, thereby reversing decades of progress in reducing youth smoking rates.
The regulatory environment surrounding Heated Tobacco Products (HTPs) in Pakistan has also seen significant weakening. A high court case that once sought to reverse SRO on HTPs, was withdrawn, a decision that has opened the door for even greater industry influence. The withdrawal of legal challenges against the SRO governing HTPs signals a troubling trend where judicial mechanisms, which can serve as an effective check on industry practices, are not being fully leveraged to protect public health.
This development not only reduces oversight on HTPs but also emboldens the industry to pursue aggressive marketing and distribution strategies. The diminished legal resistance creates a regulatory vacuum, making it easier for the tobacco industry to introduce new products and marketing tactics without adequate safeguards.
While traditional tobacco products continue to face regulatory challenges, the emerging market of vaping products has largely escaped rigorous policy scrutiny in Pakistan. The first-ever Vape-Expo in Lahore, held in February this year, highlights the rapid growth of this sector in the absence of comprehensive regulation. The lack of proactive policy development regarding vaping means that novel nicotine products are entering the market without clear standards for safety and advertising.
In parallel, the introduction of oral nicotine pouches—has proceeded with little to no regulatory oversight. This regulatory gap provides a fertile ground for multinational tobacco companies, which has recently launched products like Zyn in Pakistan. The silent regulatory approach towards these products further underscores the overarching theme: a significant retreat in the commitment to public health over industry interests.
Central to the reversal of tobacco control policies in Pakistan is the growing void left by an uncoordinated response from tobacco control activists. This lack of a compelling counter-narrative has allowed the industry to shape policy discussions in ways that favor commercial interests over public health.
Activists’ failure to develop robust and innovative strategies to counter industry tactics has contributed to the erosion of existing policies. Without a strong and united front, critical measures such as tobacco taxation, product regulation, and public health warnings are being weakened, setting a dangerous precedent for the future of tobacco control in Pakistan.
Without swift and decisive action, the reversal of tobacco control policies in Pakistan is likely to result in increased smoking rates, higher healthcare costs, and a greater burden of tobacco-related diseases. The time for a renewed commitment to public health is now—a lesson that must be learned before the consequences become irreversible.
The writer is an Independent Advocacy Expert
