BACKGROUND: Ceylon Tobacco Company (CTC), a subsidiary of BAT, frequently disseminates misleading or manipulated data to influence public perception and policymakers in Sri Lanka. This is a common strategy employed by the tobacco industry (TI) to weaken regulatory frameworks and resist effective tobacco taxation measures. TI has exaggerated claims about the prevalence of locally produced tobacco sticks (Beedi) and illicit trade. According to industry, Beedi purportedly occupies 67% of the tobacco stick market, with illicit trade accounting for 9%, leaving only 24% of the market to the formal cigarette industry. In 2023, CTC has reported selling approximately 2.3 billion cigarette sticks. By these estimates, the total market for tobacco sticks in Sri Lanka would exceed 9.5 billion sticks annually.
Industry's front groups often support these exaggerated claims, fostering the narrative that high taxation and stringent regulations on legally manufactured cigarettes drive smokers toward Beedi and illicit alternatives.
METHODS: A ground-level study was conducted to determine the actual market share of tobacco products by collecting and analyzing discarded cigarette butts. Random sampling was carried out across diverse settings, including construction sites, taxi stands, bus stops, and betting centers. Over 3,000 cigarette butts were collected from 37 locations and categorized based on their physical characteristics. These findings were compared with industry-reported data to evaluate the composition of the tobacco stick market.
RESULTS: The analysis revealed that 82% of the collected butts originated from cigarettes produced by CTC. In contrast, only 11% of the butts were identified as Beedi, and 9% were attributed to illicit cigarettes.
CONCLUSIONS: TI deliberately manipulates and exaggerates data on the prevalence of alternatives to undermine regulatory efforts. This study underscores the importance of conducting independent butt-collection studies to challenge industry misinformation and support evidence-based advocacy. Proactively addressing industry interference through robust research and targeted advocacy campaigns can significantly strengthen tobacco control measures.