Tobacco industry promoting its image makes use of religious practices in Sri Lanka

Abstract

INTRODUCTION & OBJECTIVES: Seventy percent of Sri Lankans follow Buddhism, a philosophy that dissuades its followers from the use of psychoactive substances. The national tobacco control laws prohibit sponsorships promoting products and direct and indirect image promotion of tobacco products and its manufacturers. Recently, media reported of Buddhist religious practices that were supported by Ceylon Tobacco Company (CTC), British American Tobacco subsidiary holding monopoly in manufacturing and selling cigarettes in Sri Lanka. We aimed to explore CTC's engagement in religious activities and their potential impact. METHODS: This study is based on Tobacco Unmasked posts developed using investigative research techniques (keys 4 informant interviews and content analysis of photographs, media reports, websites and industry reports). Thematic analysis was used to explore the type of activity, CTC investment, potential impact and intensity of media coverage. RESULTS: Gangarama Wesak celebration zone, the main Wesak festival zone in Colombo, was sponsored by CTC proxies for three years. CTC sponsored construction of two pilgrims-rests in two popular pilgrimage sites, each ceremoniously declared open by the President and the Secretary of Defence. The direct interference in policymaking was noticeable in the "Bodhi-Pooja" which is said to be organized to empower the tobacco-farmers against the government's plan to eliminate tobacco cultivation by 2020. All these activities received wide positive media coverage. At community level, CTC financially supported numerous religious activities and infrastructure development of temples and worship sites situated in tobacco cultivation areas. CONCLUSION: Tobacco industry successfully uses religious practices to promote its image among the public and the policy makers at national and grass-root levels.