Big Tobacco's Predictable Pre-Budget Tantrums in Pakistan

Phillips Morris International (PMI), which has the second largest (20%) market share of cigarettes in Pakistan, is currently funding a media campaign: #AwazUthaoMulkBachao #44Billion4Pakistan,1 asking the public to sign a pledge and petition to the policy makers to save 44 Billion Pakistani Rupees (PKR) supposedly lost to illicit tobacco trade every year. Clips from the campaign have been shown on television channels, a dedicated YouTube channel and shared on social media platforms.2,3 This campaign continues a pattern of increased tobacco industry (TI) media activity in the lead up to annual budget debates in the National Assembly of Pakistan,4–7 with an ulterior motive to undermine tax increases on tobacco products in the annual budget by influencing the public narrative and pressurizing policy makers.