‘Hospitals continue to face heavy burden of tobacco-related diseases’

PESHAWAR: In observance of World No Tobacco Day (WNTD), Blue Veins, in collaboration with Lady Reading Hospital (LRH) and the Provincial Alliance for Sustainable Tobacco Control Khyber Pakhtunkhwa, organized a multi-stakeholder awareness event in Peshawar under the global theme: “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products.”

World No Tobacco Day is commemorated annually on May 31 by the World Health Organization (WHO) to draw global attention to the tobacco epidemic and the preventable death and disease it causes. This year’s theme focuses on exposing how the tobacco and nicotine industries manipulate consumers, especially youth, through glamorized packaging, flavored products, and misleading claims that mask the real dangers of nicotine addiction.

The event in Peshawar was a reflection of growing concern across sectors, bringing together health professionals, academia, civil society organizations, government departments, religious leaders, lawyers, and other representatives of civil society. The participants emphasized the urgent need to counter industry interference and build a stronger regulatory and awareness framework in the province.

Dr. Tariq Khan Barki, Associate Director at Lady Reading Hospital, noted that hospitals continue to carry the heavy burden of tobacco-related diseases and that the industry’s deceptive marketing has intensified the crisis. “At Lady Reading Hospital, we see the human cost of tobacco use every day, from lung diseases to cancers. The industry’s deceptive strategies are a threat to public health and a burden on our healthcare system. We must stand united in exposing these tactics and ensuring strict regulations to save lives,” he said.

A joint statement issued by Dr. Ihtesham, a senior physician at LRH, and Dr. Qazi, a well-known psychologist, emphasized the psychological and social manipulation used by the tobacco and nicotine industries. “These products are marketed not just as lifestyle choices, but as symbols of modernity and relief while hiding their deadly consequences. It is our collective responsibility to unmask this illusion and protect especially the mental and physical health of our youth,” they remarked.

Qamar Naseem, Program Manager at Blue Veins and the Provincial Coordinator of the Alliance for Sustainable Tobacco Control, emphasized the importance of this year’s theme in the local context. “This year’s theme aligns with our ongoing advocacy efforts in Khyber Pakhtunkhwa. We’ve seen how the industry attempts to co-opt policy, target young people, and undermine health reforms. The resistance must be systemic through strong legislation, public awareness, and collective vigilance,” he stated.

During the event, Haseena Khan, Assistant Commissioner and District Focal Person for Tobacco Control in Peshawar, and Mr. Ajmal Shah, Coordinator of the Tobacco Control Cell, Khyber Pakhtunkhwa, briefed participants about the ongoing efforts and administrative reforms underway to strengthen tobacco control across the district and province.

They shared insights into recent enforcement actions and highlighted the government’s commitment to aligning with the Framework Convention on Tobacco Control (FCTC) and other national strategies to curb tobacco consumption and prevent industry interference in public policy.