Thailand takes lead in global tobacco fight

Despite being a major tobacco producer, Thailand ranks among the toughest markets for hawking the product. Cigarette packets carry gruesome pictures of diseased lungs and rotten teeth that cover half the available space, and smoking is banned in most public places. Film and television producers aren't supposed to show images of smoking, and cigarettes are airbrushed from old programs and movies.

Observers say Thailand's well-organized health lobby has been effective in nudging policymakers, helped by revered monarch King Bhumipol who warned last year of the dangers of youth smoking.

In addition to Thailand, three other countries mandate graphic visual warnings on cigarette packets - Canada, Brazil, and Singapore. Hong Kong lawmakers last month began debating a similar proposal.

Last month, Canada also become the first country outside the US where governments can sue tobacco manufacturers for smoking-related health costs.

But Thailand's Sept. 24 ban on displaying cigarettes in stores is a step too far for some. Retailer 7-Eleven has resisted the removal of display cases behind its counters and challenged the regulation, as has Thailand's state tobacco producer. Thailand's Council of State is expected to rule on the dispute by mid-November.

While 7-Eleven continues to openly sell tobacco products, it has also cut down the size of its displays in 3,000-plus Thai outlets.

"It's our way of showing that we're willing to cooperate with any government campaign to reduce smoking," says company spokesman Suwit Kingkaew, who adds that tobacco products make up 5 percent of total sales.

Campaigners say that retailers receive special incentives from tobacco brands, including a generous "slotting fee" for an eye-catching display, a claim disputed by 7-Eleven. But with fewer and fewer opportunities to push their product in Thailand, tobacco producers are feeling the pinch.

"This [ban] is critical for tobacco companies. They can't advertise anywhere. All the venues are closed. This is the only one left for them," says Dr. Hatai Chitanondh, a retired public health official who runs the Thailand Health Promotion Institute, a nonprofit foundation.

Among the public places where smoking is frowned upon are Thailand's Buddhist temples, though many monks still smoke, say campaigners. They blame worshippers for giving cigarettes as alms and praise the national Buddhist council for setting up a committee in September to tackle tobacco addiction.

On the streets of Bangkok, few smokers object to the crackdown. Taking a cigarette break outside his office, businessman Kirsada Limamapar, a regular smoker for over 20 years, says he's happy to see cigarettes off the shelves. "I'll try to quit again, I know it's bad for my health," he says.

• Ron Scherer contibuted from New York.

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