Tobacco marketing violating laws and regulations

Cricket cigarette, the sport loved by tens of millions of Pakistanis is now being used to market tobacco products in pure violation of the country’s laws and regulations that govern tobacco marketing in the country.
A new cigarette brand with the name ‘Cricket’ manufactured by Wattan Tobacco Company of Azad Jammu and Kashmir is surely and slowly making its inroads in the markets of central Punjab.
During a market survey it was also revealed the pack of the brand carried price tag of Rs 22.60 plus Rs 3.40 sales tax whereas in the market the brand was being retailed at Rs 12 per pack, leaving the question, how the brand was selling even below the minimum excise duty which is Rs 17.6 per pack and should be payable to the national exchequer.
According to the Tobacco Advertisement Guidelines notified under SRO 655, association of tobacco advertising with sports, adventure, sex and success in life will be prohibited.
The first principal ordinance is the cigarettes (Printing of Warning) Ordinance 1979 (Ordinance LXXIII of 1979) that effectively requires health warnings should be printed on tobacco product packaging. SRO 86 (KE)/2009 establishes the current rules on the printing of health warnings. Despite having a law, concerned department seems in no mood to pay due attention to check the proliferation of such local non-duty paid brands.
When contacted a local shopkeeper who sells ‘Cricket’ at his retail outlet, he said, “This is not my problem whether it is legal or not. I am selling it because there is a demand for it”.
He was of the opinion it was responsibility of government to look after such violations, if such brands were available and there was a demand for it and he was having no problem in selling it.
According to the other retailers ‘Cricket’ is being appreciated by the smokers in different parts of Punjab, the reasons mentioned include cheaper price and lighter taste.
They mentioned ‘Cricket’ shows an increasing sales trend because of the smokers’ liking for the low prices as compared to the prices of legal duty paid brands available in the market.
A buyer said, “I cannot afford expensive brands. I find this brand cheaper so I opted for it.”
I have nothing to do with legitimacy issue, as this is not my cup of tea. I am happy with its price and it fulfills my smoking needs.