CAIRO: British American Tobacco (BAT) plans to kick off a campaign to slow down rampant underage smoking in Egypt. In an effort to present itself as a socially responsible tobacco company, BAT will launch a new Youth Smoking Prevention (YSP) program in early June. Official figures claim smokers under the age of 15 at half a million, and those under-10 at 73,000, with some research estimating the number of under-10s to be closer to 100,000. CEO of BAT for Egypt and North Africa Eric Jones told The Daily Star Egypt that BAT would begin to tackle underage smoking in Egypt because children cannot assess the risks that smoking causes. These include cancer, cardiovascular disease, and tuberculosis. Jones says the YSP program will focus on retail access, placing placards, danglers, pins, and pamphlets around Total gas stations, BAT's first partner. Sixty-three stations around Egypt will initially participate in the program. It is not our role to tell Total staff what to say. However, we believe it is key that we support our retail partners to ensure sales of our products to children are prevented in all of their stores, Jones explained. Signs to be placed on pumps and in the store will read: "We don't sell cigarettes to under 18s in English and Arabic, with "18 placed prominently in English in the middle, and the BAT and Total company brands printed across the bottom. Jones admits that the campaign is good for the company. "It is good for us to show we are proactive . by being seen as a responsible company. Jones says they did not choose to run the program in On The Run at Mobil stations, where male youth are often seen congregating, because Total is a key account. He does say the program may expand in the future and hopes YSP will become industry-wide. Asked why the English lettering and numbering featured more prominently on some items when the target was to reach the widest audience, Jones said that this is the recurrent logo used in other countries, but that it could change But the Ministry of Health's Anti-Smoking Director Mohamed Mahriz vehemently criticized the company's efforts as "political, and "an indirect way of advertising. Advertising of cigarettes is prohibited under Law 85. He said the government would "refuse the campaign and sue BAT if they implement it. "It's not right because it makes it seem as if is ok to smoke after 18, said Mahriz. BAT has not conducted any initial research into underage sales, which could measure the success of the program. However Jones says that they will use mystery shoppers who will drop into stations at least once a month to gauge the performance of employees. While the company's website claims the firm has lobbied in some countries for either "preventing under-age access to tobacco products or on a minimum age for sales, Jones said BAT in Egypt is not currently aiming to approach legal issues or even staff punishment recommendations. We believe it is very important, and socially responsible, to engage with all of our commercial partners on Youth Smoking Prevention - taking the lead on behalf of the tobacco industry and raising awareness of the issue in general. Jones says BAT is planning to approach the Ministries of Health and Education after the summer for talks on how the two can cooperate, but Mahriz told The Daily Star Egypt that the Health Ministry would "absolutely not meet with BAT. "We don't like zig-zag ways, we are direct. As far as current enforcement goes, Mahriz admits that the law is not enforced and requires cooperation across ministries. The Ministry, he says, has begun awareness campaigns using non-smokers in schools and clubs. Mohamed Abdel Moneim El Sawy, Founder of El Sawy Culture Wheel and anti-smoking campaigner agrees that the BAT campaign sends a wrong, "sneaky message. "It's like saying don't litter at home. But you're not supposed to litter anywhere. He says the right message to send to youth would be to "be careful . because you won't be able to stop, emphasizing how non-smokers are more efficient, and have a better quality of life. He adds that non-smokers and bands should talk to youth in their own language and in their own spheres. BAT entered the Egyptian market in 2001 and currently holds an estimated four percent of the tobacco market share, after Eastern Company, with approximately 70 percent, and Phillip Morris with about 12 percent. Worldwide, BAT ranks as the third largest tobacco company. Its most popular brand in Egypt is Rothmans, followed by Viceroy, Kent, and Vogue.
