Smoking – The Sunset Industry

by Victor Cherubim

( June 3, 2016, London, Sri Lanka Guardian) For 50 long years after the brand “Marlboro Man” was banned in Britain, laws are being slapped in Sri Lanka and in Britain, to curtail smoking. When it comes to fashion or the new model of German autos, Sri Lankans are the first to show affluence, but when it comes to waist lines, bellies, flatulence or smoking, nobody cares. It is a penchant to show off their chubby cheeks and excess weight – a symbol of wealth and status.

It was not until President Sirisena, perhaps a non smoker came to the “throne” that he took cudgels with the industry and tried all means to curb this habit. Small wonder former President Mahinda Rajapaksa, also a non smoker, hardly had time to think of the malaise which was causing so many early deaths among the young.

Banning Smoking v Curtailing Packaging of “Death”

It was of course well known in Britain, the “No Smoking” ban in public places for many years, but it was only after the High Court ruling last week that all cigarettes sold in Britain will now be in drab packages with brand name in white, with the usual Health Advice clearly displayed on each packet.

The Big Boys of the Cigarette Industry – I dare not mention by name – have all challenged the legal instruction, but to no avail as the Courts have overruled.

Banning smoking as a serious hazard to wellbeing, let alone health, has had it consequences, it has driven habitual smokers to smoke outside, public transport, bus stops, underground stations, outside pubs, restaurants and cafes. They have gone outside on pavements, on public roads, inside private cars to have the usual – pull and puff, for “full” satisfaction. How can anyone ban death by smoking? It is one of the essential features of a democracy isn’t it?

Curtailing packaging is yet another matter. Packets of cigarettes lure the young and the old, but some say, especially for young women.  The attraction is to be seen among peers as “with it,” rather than “without it.” Besides, packaging is essential to the industry’s identity.

How will the industry now compete?

Marketing is a great tool in this industry. I loved the adverts when I was young lad and collected “Cigarette brand Silks” and Cigarette Cards, many moons ago. These adverts, many of the oldies will recognise, are worth a fortune today at auction. Some may even recognise, “Have a Cigarette, Have a Camel.”

We all know that the industry’s firms, the BATS, Imperial Tobacco, Phillip Morris, among others are not going to disappear. They already have plans to compete against all odds.

There are 35 billion cigarettes manufactured in Britain alone. What about China and the rest of the world?

As I said in my title, that smoking is a sunset industry, it does not mean the manufacturers have put their shutters up. Look at the share price of these firms and you will note smoking is still a thriving business. Why?

The competition is on price?  

Will higher prices stop people from smoking? Some say it may, others say it will create a niche as status symbol. Still others say what about the existing stocks on shop shelves. How can you shift the old labels off your shelves, other than on price?

What other ploys are there?

We all have heard about pipe smoking. Instead of pipes and tobacco, there are the now famous “E” cigarettes, which is becoming popular. “Vapes” as they are called is in vogue among the very young. The unknown message is that the draw is as dangerous as the varieties of cigarettes. Some will of course, maintain there is no proof of danger to health, but who knows?

Can Sri Lanka do anything to get off the trail?

We need to enforce smoking restrictions for the health of future generations. We need to find ways of inducements to give up smoking. Many of you already have heard of “smoke plasters”. Others have voluntarily given up smoking. Still others are in contemplation.

There is no point in looking at the past and wasting the present. We need to look towards the future, of ourselves, our children and see if we can beat the habit by saving money on smoking.