Pakistan Tobacco Company (PTC) finds itself in a challenging situation as it faces the prospect of losing a significant portion of export order to Sudan due to regulatory barriers. The Ministry of Health’s packaging-related rules are proving to be a hurdle for PTC, jeopardising a $20.5 million export deal.
It is understandable that regulations exist to safeguard public health but simultaneously it is crucial to assess broader implications of such rules, especially concerning international trade. PTC’s ability to meet its export targets not only contributes to the economy but also sustains thousands of jobs and supports livelihoods. The current impasse underscores the need for pragmatic solution. It is evident that regulations in place are tailored for domestic market and may not align with requirements of overseas markets like Sudan. As such, there is a compelling case for amending the Statutory Regulatory Order (SRO) to accommodate PTC’s export needs. However, any amendments must be judiciously crafted to ensure they are export-specific and do not compromise domestic public health objectives. Permitting the sale of cigarettes in packets of 10 sticks should be exclusively for export purposes. Allowing such packaging for domestic consumption would risk reversing the significant strides made in reducing tobacco use prevalence and increasing awareness of its harmful effects. It is essential to emphasise that while supporting export endeavours, the government must remain steadfast in its commitment to combat tobacco-related health issues.
Our country has made some commendable progress in this regard and any regulatory adjustments should not undermine these efforts. Moreover, there is an urgent need to tackle rampant sale of smuggled cigarettes in the country. The increase in duties on locally manufactured tobacco has inadvertently fuelled illicit trade of tobacco products. Strict enforcement measures must be implemented to curb this illegal activity, ensuring that those flouting the law face consequences. Additionally, accelerating awareness campaigns is imperative to safeguard younger generation from hazards of tobacco. Education and prevention initiatives play a pivotal role in shaping attitudes and fostering healthier lifestyle choices.
