Tobacco-Free youth campaign 2.0 launched amid growing health issues in J&K

Srinagar, Oct 02: In response to the significant tobacco burden in Jammu and Kashmir, the Health Department of Kashmir has launched the Tobacco-Free Youth Campaign 2.0 under the nationwide tobacco control initiative. This follows the successful implementation of the first Tobacco-Free Youth Campaign, which was introduced by the Ministry of Health and Family Welfare on May 31, 2023, in celebration of World No Tobacco Day.
Building on the achievements of the inaugural campaign, *Tobacco-Free Youth Campaign 2.0* aims to encourage young people across India to resist or quit tobacco use.
Dr. Jehangir Bakshi, Director of Health Services, Kashmir, emphasized that the campaign will run for 60 days and will focus a variety of educational initiatives, enforcement drives, and Information, Education, and Communication (IEC) activities.
“The campaign will focus on creating tobacco-free villages and educational institutions to promote a healthier lifestyle among young people,” Dr. Jehangir stated. He also highlighted the significant financial burden that tobacco use imposes on families due to its detrimental effects on health, urging individuals to quit the habit.
Key areas of the campaign include increasing public awareness about the dangers of tobacco and improving adherence to the revised guidelines of Tobacco-Free Educational Institutions (TOFEI) to ensure that schools and colleges remain free of tobacco. Dr. Jehangir added that the initiative will prioritize the enforcement of Tobacco Control Laws, including the *Cigarettes and Other Tobacco Products Act (COTPA) 2003* and the *Prohibition of Electronic Cigarettes Act (PECA) 2019*.
The Health Department also aims to promote the creation of tobacco-free villages, where communities unite to eliminate tobacco use and create a healthier environment. “The initiative will take a ‘whole of government’ approach, involving increased partnerships and coordination between seven key ministries—Education, Electronics and Information Technology, Information and Broadcasting, Panchayati Raj, Rural Development, Youth and Sports Affairs, and Tribal Affairs—along with law enforcement units,” Dr. Jehangir added.
According to the National Health Survey, Jammu and Kashmir ranks sixth highest in the country for tobacco consumption, trailing behind the northeastern states of Manipur, Arunachal Pradesh, Tripura, Meghalaya, and Mizoram. The survey highlights alarming tobacco use rates across several districts, including Kupwara at 56%, Shopian at 52%, Anantnag and Bandipora at 49%, Budgam at 48%, Pulwama at 44%, Ganderbal at 42%, Baramulla and Kulgam at 41%, and Srinagar at 38%.
Health officials acknowledged that the lack of dedicated manpower in districts poses a challenge for the enforcement of tobacco control measures. Despite the government’s blanket ban on e-cigarettes and loose cigarettes, the sale of loose cigarettes continues to persist.