Draft rules drawn up to ban tobacco billboards

Banning the advertising of tobacco products on billboards is the next step in the fight against smoking, Health Promotion Department director Mario Spiteri said.

He expressed concern that certain tobacco companies were grasping the opportunity of using billboards to advertise smoking-related competitions and promotions, which could spur people to take up the habit or to smoke more.

Billboards, which were highly effective, were one of the only ways to advertise tobacco products after television advertising was banned in 1986 and print media advertising outlawed in 2003, he said.

"We need to tackle this problem as soon as possible," he said.

Just last month, one of the tobacco giants set up billboards all over the island informing people of the chance to win a luxurious car in a lottery. To take part in the lottery, participants had to show proof of buying a packet of cigarettes.

"We are being treated like a Third World country. That is where these things take place. You would not hear of such lotteries taking place in other European countries," Dr Spiteri said.

He said the regulations to prohibit billboard advertising had already been drafted and once they were published in the Government Gazette, they could start being enforced within a few days.

"We need to slowly wean people off smoking, making it less acceptable."

The department is also aiming to start cessation clinics for minors. Although it was illegal for minors to buy cigarettes, this was not stopping some of them from smoking. Dr Spiteri said cigarette machines had made it easier for youngsters to buy cigarettes.

He said a lot had been done locally to try and reduce the harmful effects of smoking. Last year saw the introduction of regulations prohibiting smoking in public places, including entertainment establishments unless these abide by strict regulations.

He said this had had an effect on people, with quite a number seeking help to stop smoking. In fact, there had been a good response to "quitlines" in Malta. Last year the Health Promotion Department received almost 1,500 requests on its quitline and for one-to-one counselling, with a total of 117 people managing to stop smoking after attending courses organised by the department.

He said the effect of stop-smoking initiatives could be seen from the fact that last year the government earned Lm4 million less from excise tax on cigarettes.

Last month Malta hosted a meeting by the European Network of Quitliners, which met to discuss and evaluate the impact of quitlines. Representatives of 36 smoking quitlines, including the local one manned by the Health Promotion Department, were present for the meeting, which was held on July 22 and 23.

Dr Spiteri said those present discussed how they could increase the number of people quitting smoking by using a common strategy. This was the first time that the meeting was held in Malta.

The network's members have conducted cessation-focused mass media campaigns and offer the quitline service as part of their efforts to curb tobacco use. The network's aim is to actively provide quality support to smokers across Europe and develop research-based evidence for quitliners to enhance their scientific status.

The Health Promotion Division emphasises that quitting smoking has both immediate as well as long term benefits since it reduces the risks for diseases caused by smoking and also improving health in general. Around 650,000 people from European Union countries die each year from smoking related disease, and the department said even a small reduction in smoking prevalence had the potential of saving thousands of lives.

"The World Bank suggests that if adult consumption were to decrease by 50 per cent by 2020, approximately 180 million tobacco-related deaths could be avoided," the department said, adding that promotion of smoking cessation and treatment of tobacco dependence could have a great impact in reducing the burden of disease and improving people's health.