It would be quite unrealistic to draw too many inferences not only for the US tobacco industry but also its counterparts elsewhere. The accord reached last week between US state attorneys and the industry hardly has the power of the statute. But this is not the only likely impediment to its implementation. The money involved is so much that the manufacturers will definitely look for loopholes.

Indeed, long before it goes to the US Congress, their lawyers are certain to get the deal substantially watered down. Yet, going strictly by public conscience, the commitments secured by the top law officials of different states in the US are in the right direction. They should take care of treatment of ailments arising from smoking and the costs of related law suits. They also should bind the industry to regulations by the Food and Drug Administration, though as for curbs on advertising and marketing and penalties where there is no reduction in smoking, opinion will be divided and quite justifiably.

Clearly, there is a lot of hypocrisy about action against either smoking or consumption of alcoholic drinks. This is only to be expected as both are major sources of revenue for governments and also provide strong support to advertising. Sports events the world over are critically dependent on sponsorship by the big producers of cigarettes and alcoholic drinks.

The South African tobacco giant, Rothmans, had in the past sponsored world cup cricket matches and nobody objected either on grounds of apartheid or the fact that smoking was injurious to health. Without liquor ads no TV network can be commercially viable and no government anywhere is insisting on such ads carrying any warnings. It is curious that those who object to tobacco should see nothing harmful in drinking.

In the Indian context, state governments generally see no evil in the consumption of either tobacco products or alcoholic drinks. Politicians here, of course, are rarely moved by matters of conscience. Indeed, one after another, states have given up prohibition, the latest being Andhra Pradesh. The main reason for this is the growing revenue yield year after year from liquor. Generally, given the revenue base of both industries, the point can be made that governments wherever they are should tap the potential for wider public good, instead of taking a tough public position against smoking and drinking and losing revenue in the process.

Copyright © 1997 Indian Express Newspapers (Bombay) Ltd.