BACKGROUND AND IMPLEMENTATION CHALLENGES: The tobacco industry uses tactics like placing vendors near schools and advertising to attract minors, leading to early addiction. Despite the Cigarettes and Other Tobacco Products Act (COTPA) 2003, which bans tobacco sales to minors (Section 6a) and regulates advertisements (Section 5), non-compliance remains widespread in India. This highlights the need for interventions to protect youth from tobacco's harmful effects. Salaam Bombay Foundation's youth empowerment program addressed this by training 7th to 9th-grade students as leaders, equipping them with leadership skills to combat tobacco misuse in their communities.
INTERVENTION OR RESPONSE: Over a two-year period, 1053 students were trained to lead initiatives targeting tobacco vendors in their communities. The students engaged 355 vendors, sensitizing them about the legal requirement to display “no sale to minors” boards under Section 6a, and addressed violations of Section 5, which bans tobacco advertising. These youth leaders leveraged their newly acquired skills to engage directly with vendors, emphasizing their responsibility in protecting children and adhering to COTPA regulations.
RESULTS AND IMPACT: The intervention resulted in notable improvements in vendor compliance. A total of 234 vendors displayed the mandatory “no sale to minors” boards, affirming their commitment to protect youth from tobacco use. Additionally, 102 vendors removed tobacco advertisements from their establishments, aligning with Section 5 of COTPA. These changes contributed to safer environments around schools and urban areas, reducing minors’ exposure to tobacco products and advertisements. The program demonstrated the effectiveness of empowering youth as change agents, fostering a sense of accountability and advocacy within communities.
CONCLUSIONS: This youth-led initiative highlights the potential of empowering young people to enforce public health laws and reduce tobacco accessibility to minors. The results emphasize the importance of in-school education programs on tobacco control and public health laws. The success of this intervention offers valuable insights for scaling similar initiatives to further strengthen tobacco control efforts.