Thank you for the opportunity to speak today about a very important matter – the endgame for tobacco control – an issue that has been on the public agenda for quite a while, but only now is gathering some steam. A few days ago, we heard the President of France announce his intention that those who will turn 20 in 2030 become a tobacco-free generation.
When the WHO Framework Convention on Tobacco Control – the WHO FCTC as we call it –was negotiated and adopted, there were many countries with minimal or non-existent tobacco control plans and regulations.
Therefore, at that point, thinking of an endgame seemed like a faraway prospect.
Still, Article 2.1 of the Convention recognized that some Parties might reach a point at which they would need to go beyond the basic measures of the WHO FCTC in order to keep advancing tobacco control.
In fact, some of the guidelines for the implementation of the Convention also reflected this reality.
The tobacco endgame is defined as reaching a prevalence of tobacco use below 5%.
However, my view is that this goal should be only a first target of an endgame because 5% is still a huge number of people for the biggest countries.
Today, various endgame strategies are being proposed, and we all look forward to hearing about them.
Please allow me to point out a few things that should be taken into account when planning an endgame strategy.
First, endgame strategies should be supported by science, as would any other measure in the WHO FCTC.
Secondly, the strategies should be adequate and feasible, taking into consideration what might be appropriate tobacco control measures in a particular culture. There should not be a one-size- fits-all recommendation, but rather a menu of options that can be tailored as needed.
Thirdly, it is very important that we ensure that the endgame is not a trap for poor or minority populations, which are becoming an increasingly large percentage of global tobacco users.
We need to focus our efforts on providing those that are in the most vulnerable situations with the means to quit so that no one is left behind. The WHO FCTC reaffirms the right of all people to the highest attainable standard of health.
My fourth point concerns the need for a multisectoral approach that engages all sectors – not only the health sector – ¬and ensures a whole-of-society approach, with civil society as the catalytic force behind this effort.
Also, we cannot allow ourselves to be fooled by the tobacco industry and those who work to further its interests.
The industry will be more aggressive than ever before in trying to stop these initiatives, arguing about the importance of tobacco for economic well-being, a misconception that we all know is simply false.
My final message is this: think about what the appropriate measures for your country are, and then implement the WHO FCTC to the extent possible – and go beyond it if you can.
Keep in mind those who are vulnerable. Consider becoming a Party to the Protocol to Eliminate Illicit Trade on Tobacco Products and keep resisting interference by the tobacco industry and those who defend its interests.
Thank you very much.