Faisal Zahid Malik highlights media’s vital role in discouraging tobacco abuse
Faisal Zahid Malik, Chairman and Editor-in-Chief of Pakistan Observer, has highlighted the vital role of media in discouraging tobacco abuse.
“As a journalist and media leader, I view the media’s role as vital in the fight against tobacco,” he said while addressing a two-day consultative session titled “WHO Global Tobacco Epidemic Report 2025 and Best Practices on Tobacco Advertisement, Promotion and Sponsorship (TAPS) and Graphic Health Warnings (GHWs).”
The session was organized by the Society for the Protection of the Rights of the Child (SPARC) to review Pakistan’s progress in implementing the WHO Framework Convention on Tobacco Control (FCTC) and its MPOWER components. Faisal Zahid Malik added: “At Pakistan Observer, we consider it our duty to use our platform to amplify the truth to expose violations, raise awareness, encourage quitting, and hold both policymakers and the tobacco industry accountable.”
He emphasized that the media must rise above commercial pressures and align itself with the values of public health and integrity. “We must choose to prefer people over promoting profit,” he added.
Faisal Zahid Malik concluded his umarks saying, “This is a fight that we can win but only if we act together, boldly, and decisively. Government agencies, civil society, media, health professionals, educators, and most importantly, parents and youth, we all have a role to play. Let us work towards building a tobacco-free generation, a stronger enforcement system, and a society where health is never for sale.”
Addressing the session, Murtaza Solangi, Spokesperson to the President of Pakistan, said, “The latest WHO Global Tobacco Epidemic Report delivers a message that is both stark and urgent: tobacco continues to kill, and if we do not intensify our efforts particularly through bold actions like banning tobacco advertising, promotion, and sponsorship (TAPS) and increasing the size of graphic health warnings (GHWs) we will continue to lose lives that could otherwise be saved.”
He highlighted that globally, tobacco kills more than 8 million people every year, a figure greater than the combined deaths caused by HIV, tuberculosis, and malaria. Mr. Solangi added that Pakistan faces a similarly alarming situation, with an estimated 27 million tobacco users and more than 166,000 deaths annually due to tobacco related diseases. He noted that the consequences of tobacco use go far beyond public health, placing a heavy burden on the economy, reducing productivity, and inflicting emotional and financial distress on families.
Commending the decline in tobacco use across South Asia, where consumption has dropped from 70% to 37%, Mr. Solangi called this an encouraging sign of progress. He expressed confidence that Pakistan could achieve similar success through sustained public awareness, stronger education campaigns, and the adoption of global best practices. He concluded by underscoring the need to inform citizens about the devastating effects of tobacco use and promote a culture of health awareness and prevention across all segments of society.
In his address, Former Member of the National Assembly, Dr. Nisar Ahmed Cheema, while commenting on the latest WHO Global Tobacco Epidemic Report, emphasized that beyond alarming statistics lies a more serious concern the deliberate targeting of youth by the tobacco industry. He stated that tobacco companies view young people as their future consumers and continue to use indirect and deceptive marketing tactics such as tobacco advertisements, promotions, sponsorships, attractive packaging, and events to make tobacco appear appealing or harmless.
Mr. Cheema highlighted that Tobacco Advertising, Promotion, and Sponsorship (TAPS) remain prevalent despite existing regulations, often disguised through branding, giveaways, and online engagement. He noted that countries implementing comprehensive TAPS bans have seen a significant decline in tobacco use, particularly among youth.
Calling for a complete ban on both direct and indirect promotion, he urged stricter enforcement of large, image-based Graphic Health Warnings (GHWs) on tobacco products.
Mr. Cheema concluded that closing policy loopholes, strengthening tobacco control laws, and promoting sustained public education are crucial to safeguard Pakistan’s youth and fulfill the country’s commitments under the WHO Framework Convention on Tobacco Control (FCTC).
Dr. Khalil Ahmad Dogar, Program Manager at SPARC, emphasized that one of the tobacco industry’s most powerful tools remained TAPS -Tobacco Advertising, Promotion, and Sponsorship. Despite existing regulations, he noted that these tactics continue to persist in various forms such as branding, promotions at points of sale, giveaways, and online marketing campaigns.
Citing the World Health Organization (WHO), Dr. Khalil highlighted that countries implementing comprehensive bans on all forms of TAPS have witnessed a significant decline in tobacco use, particularly among young people. He further stated that while Pakistan has taken commendable steps toward tobacco control, there is still considerable work to be done.
“We must acknowledge the progress made, but also recognize that it is not enough. Loopholes remain and wherever loopholes exist, the tobacco industry exploits them. The time has come for a total ban not just on direct advertising, but also on all indirect or surrogate forms of promotion.
We cannot allow an industry that profits from addiction and disease to continue influencing the minds of our next generation,” he asserted.
Dr. Dogar also stressed the importance of enforcing Graphic Health Warnings (GHWs) on all tobacco products, noting that these warnings are not merely regulatory requirements but proven, life-saving interventions. He added that global research consistently shows that strong, image based warnings particularly when large and frequently updated encourage smokers to reconsider their habits and deter non-smokers, especially the youth, from initiating tobacco use.
The session brought together key stakeholders, including decision-makers, government officials, journalists, civil society members, academics, media professionals, and youth organizations.
The participants reviewed Pakistan’s current status on implementing Graphic Health Warnings (GHWs) and enforcing Tobacco Advertising, Promotion, and Sponsorship (TAPS) regulations, emphasizing the need for stronger enforcement and coordinated action to advance tobacco control efforts.
