- Dr. Jane R.Ralte State Nodal Officer (Tobacco Control) Mizoram State Tobacco Control Society TAPS awmzia: “Tobacco Advertising Promotion Sponsorship (TAPS)” chuan vaihlo hman leh vaihlo product eng ang chi pawh fakmawi leh tihlar hi a huam vek a. Tin, tobacco ‘Sponsorship’ hian direct emaw, indirect emawa vaihlo zuk leh hmuam eng ang chi pawh tih larna tura event, activity leh mi mal thil tih puihbawmna (contribution) neih ang chi zawng zawng te hi a huam vek bawk a ni. TAPS hian eng thil hmang pawha vaihlo zuk leh hmuam chi hrang hrang fakmawi leh tihlarna thiltih zawng zawng a huam vek a ni. Tobacco industry-te hian vaihlo hmang mektute hi vaihlo kaihhnawih natna hrang hrang avangin an boral thuai dawn a ni tih hriain theihtawpin naupang leh thalai zawkte leh vaihlo la hmang ve lote vaihlo bawia hnuhluh hi an tum ber a ni a. Tin, vaihlo zuk leh hmuam sim tuma tan la mektuten sim lova an hman/tih chhunzawm zel theih nan an product-te itawm leh ngaihawm thei tur ang bera chhawpchhuahsak hi an hmalakna lian tak a ni. Hemi atan hian television, print media, radio, internet, point-of-sale displays, product placement-film leh movies ah te, brand stretching, sponsorship hrang hrang e.g. sports, cultural leh music events hmang te in fakmawi dan kawng an zawng thin a ni. Tin, TAPS hian nasa thei ang bera Vaihlo hman hi tihlar a, khawtlang hi pawmzamtir chu a tum pawimawh em em zinga mi a ni bawk. An hmalakna kaltlanga vaihlo fakmawia thehlar a nih hian naupang leh thalaite zingah nasa takin hman ve châkna leh hman chu thil pawi lo leh him nia hriatna a thlentir theih avangin TAPS hi mipuite tan a tha lo em em a; chuvangin, sawrkar pawhin nasa takin a khuahkhirh ta a ni. Dan hmanga TAPS khap hi a pawimawhin a tangkai takzet a, hei hian mipuite vaihlo zuk leh hmuam hman kawngah nasa takin a vengin a tihniam thei a. TAPS khapin nghawng a neih dan zirchiannaah chuan he khapna kalpui avang hian vaihlo hman chu 7.4%-in a tihniam a. World No Tobacco Day 2013 thupui (theme) atan meuh pawh “Ban tobacco advertising, promotion & sponsorship” tih a lo thlang hial tawh a, hei hian khawvel huapa TAPS khap a pawimawhna a tilang chiang hle a ni. Mizoram tana pawimawhna: India rama state zawng zawng zingah Mizoram hi vaihlo hman kawngah kan sang ber a, Global Adult Tobacco Survey 2009-2010-in a tarlan danin mizo mipui 67% lai chuan vaihlo kan hmang mek a. Tin, vaihlo zuk leh hmuam kaihhnawih natna hrang hrang, a bik takin cancer vei tam lamah Mizo mipuite hi kan sang hle bawk a ni. Tin, Population Based Cancer Registry 2009-11 in a tarlan danin Cancer zawng zawng belhkhawmah, Hrawk & Hnar Cancer, Chuap Cancer, Pumpui Cancer, Chaw dawt Cancer, Chhul hmawr Cancer leh Myeloid Leukemia (thisen cancer chi khat) ah pakhatna kan ni mek bawk a. Statistical Abstract of Mizoram 2011 (issued by Directorate of Economics & Statistics, Government of Mizoram) in a tarlan danin Mizo mipuite thihna tam ber chu vaihlo kaihnawih natnain a thlen a ni bawk. Sawrkar department hrang hrang te leh Mizoram State Tobacco Control Society tangkawp chuan TAPS chungchangah hian hma nasa takin a la a, chungte chu han tarlang ila: (i) Vaihlo fakmawina board (Point of Sale Board) dan kalha siam luih hmuh tur a tam thin em em a, heng board chi hrang hrang dan bawhchhia a tarte hi District Collector/Commissioner Chairman-na hnuaia din Anti-Tobacco Squad mi thahnemngai tak takte hmalakna zarah lak thlak tir thin niin, tun dinhmun ah tak chuan heng point of sale board te hi kan State ah hian hmuh tur a awm mang tawh lo a ni. (ii) Vaihlo fakmawina tarchhuah (Advertisement Poster) hrang hrang te hi dan bawhchhiatna langsar tak a ni a, COTPA dan chuan eng advertisement poster mah tar a phal lo a ni. Amaherawhchu, kan ramah hian tobacco company te bultumin heng danin tar a phal loh vaihlo fakmawina poster hrang hrangte hi hmuh tur a tam thin hle a, thenkhatte phei chu dawr/in neitute remtihna pawh la hmasa lem lovin an bangah an tarsak thin a, hei hi dan bawhchiatna a ni. Heng poster lo intarte avang hian dawr/in neitute hian hremna kan tawk theih a ni tih hriain lo en liam mai lova tar kan lo phal loh emaw a awm sate pawh kan lo pawhthlak zel a ngai a ni. (iii) Cable T.V. Programme kaltlanga dan bawhchhiatna: Mizoram ah hian Cable TV kaltlangin TV Program, film leh music video hrang hrang ah meizu lai hmuh tur a tam em em a, a bik takin hnamdang film lehlin an chhuah thinah te hmuh tur a tam zual a ni. Heng hi dan phal loh a nih avangin Cable TV-te pawh he dan hi khauh taka zawm tur a tih an ni. Tin, COTPA (2nd Amendment) Rules, 2011 in a tarlan danin loh theih lova Film leh TV Programme-a tobacco products leh hmang lai lanna a awm ngei ngei angai anih chuan U/A Certificate, Central Board of Film Certification (Film tan) leh Ministry of Information and Broadcasting atangte in phalna lak hmasak ngei ngei a ngai a, chutiang phalna an pek film leh TV Programme zawng zawngahte chuan ‘editorial justification’ chiang taka lantir tur a nih bakah Anti-Tobacco Health Spots (a tir leh a laihawl ah) 30 seconds chhung tal tih lan tur a ni bawk. Tin, tobacco product an hman lai a lan chhungin Anti-Tobacco Health Warnings screen-ah langsar taka tihlan tur a nih bakah vaihlo that lohna thu - Audio-Visual disclaimer, hmangin 20 seconds chhung tal an tarlang ngei ngei bawk tur a ni. Mizorama Cable TV-te pawhin heng dante hi tha zawka kan zawm a pawimawhin a tul hle a ni. (iv) Surrogate Advertisement: Tobacco Company-ten mipuite bumna tura hmanrua (tactic) chi hrang hrang an hman thinte zingah surrogate advertisement hi a ngaihmawhawm ber zinga mi a ni awm e. Hetiang fakmawina hmang hian vaihlo product hrang hrangte chu hming dang daih hawhin emaw product dangte nena hming inang deuh hmangin emaw, hming inang si, a funna/bawm dang deuhte hmangin an thehdarh a. Hetianga vaihlo telna leh tel lohna inchawhpawlh nuaih hi mipuiten ngaihpawlhin an duh leh tum reng vang pawh ni lovin vaihlo an lo hman phahin thenkhatte phei chuan an lo ngaih phah thin a. Mizoramah pawh ka rimtuina (mouth fresher) atana kan hman lar Gutkha, Pan Masala, Rajnigandha etc.-ah te tobacco telh a nih avangin nu leh pate pawhin fate thil ei hreciang hmasa a, zirtirna pek a pawimawh hle a ni. (v) Vaihlo zawrh/ pholan dan kawnga dan bawhchhiatna: COTPA dan chuan vaihlo zuk leh hmuam eng chi pawh kum tlingloten awlsam taka an lei theih leh it theih tura ualau leh langsar taka hralh tura zawrh/pholan hi a khap a. Vaihlo leh a kaihhnawih zawrh dana bituk neih hi a bik takin kumtlinglote tan a pawimawh em em a, a chhan chu heng vaihlote hi itawm taka pholan a nih chuan naupangten vaihlo zuk leh hmuamin an taksa a tihchhiat theih dan leh a hlauhawmzia ngaihtuah lovin ‘tih ve chhin châkna’ an neih phah thei a. Sumdawngte pawhin kan vaihlo zawrhte hmuh awlsam leh naupangte ban phak mai a dah lan loh a pawimawh hle a ni. Tlangkawmna: Kan tar lan bakah khian TAPS tactic dang tam tak, tobacco industry-te hian an hmangin thil thar an rawn ching chhuak ve reng bawk a ni. Product Placement an tih mai– tul lova film, movies etc. a vaihlo bawm tihlan te, Brand Stretching/Extension, Sampling and Value Incentives pek te e.g. Free Samples, Free Gift pek te, Redeemable Coupons leh Discounted products etc. leh Indirect Advertisement dang te an ni. Tunlai hian Foreign Cigarette bawm chhung thenkhatah pawisa dah a awm thin a, hei hi TAPS tactic zinga mi a nih avangin dan kalh tlat a ni. Indian cigarette thenkhat tihlar nan, “bawm ruak 10-in a tak awm bawm khat a thleng theih” etc. tih ziahna poster tar a awm thin bawk a, hei pawh hi TAPS tactic hlauhawm tak, dan bawhchhiatna lian tak a ni.