Ara\u015ft\u0131rmac\u0131lar, do\u011frudan ve dolayl\u0131 t\u00fct\u00fcn reklamlar\u0131na y\u00f6nelik yasaklar\u0131n uluslararas\u0131 alanda geni\u015fletilmesi gerekti\u011fini g\u00f6sterdi\u011fini belirtiyor.<\/p>\n\n\n\n
Ara\u015ft\u0131rmac\u0131lar\u0131n, t\u00fct\u00fcn reklam ve tan\u0131t\u0131m\u0131na getirilen yasaklar\u0131n davran\u0131\u015flar\u0131 etkileyebilece\u011fini g\u00f6steren daha fazla kan\u0131t sundu\u011fu yeni bir meta-analize g\u00f6re, bu yasaklar sigara kullanma olas\u0131l\u0131\u011f\u0131n\u0131 y\u00fczde 20, sigaraya ba\u015flama olas\u0131l\u0131\u011f\u0131n\u0131 ise y\u00fczde 37 oran\u0131nda azalt\u0131yor.<\/p>\n\n\n\n
Avustralyal\u0131 ara\u015ft\u0131rmac\u0131lar, Nisan 2024\u2019e kadar yakla\u015f\u0131k yar\u0131m milyon kat\u0131l\u0131mc\u0131y\u0131 kapsayan 16 \u00e7al\u0131\u015fmay\u0131 inceledi ve bulgular\u0131n\u0131 ge\u00e7ti\u011fimiz g\u00fcnlerde Tobacco Control dergisinde yay\u0131mlad\u0131.<\/p>\n\n\n\n
T\u00fct\u00fcn reklam, promosyon ve sponsorluk (TAPS) yasaklar\u0131, D\u00fcnya Sa\u011fl\u0131k \u00d6rg\u00fct\u00fc\u2019n\u00fcn (DS\u00d6-WHO) T\u00fct\u00fcn Kontrol\u00fc \u00c7er\u00e7eve S\u00f6zle\u015fmesi\u2019nde (FCTC) yer al\u0131yor. Ancak DS\u00d6’n\u00fcn 2023 raporuna g\u00f6re, bu yasaklar yeterince yayg\u0131nla\u015fm\u0131\u015f de\u011fil. Raporda, sadece 66 \u00fclkenin “en iyi uygulama TAPS yasaklar\u0131” kapsam\u0131nda oldu\u011fu belirtiliyor.<\/p>\n\n\n\n
Ara\u015ft\u0131rmalar, t\u00fct\u00fcn\u00fcn sat\u0131ld\u0131\u011f\u0131 yerlerde yap\u0131lan do\u011frudan ve dolayl\u0131 reklamlar\u0131n gen\u00e7lerin sigaraya ba\u015flamas\u0131 ve bireylerin sigara i\u00e7meye devam etmesiyle ba\u011flant\u0131l\u0131 oldu\u011funu ortaya koyuyor. T\u00fct\u00fcn kullan\u0131m\u0131, Avrupa Birli\u011fi\u2019nde erken \u00f6l\u00fcmlerin en \u00f6nemli nedenlerinden biri olup her y\u0131l yakla\u015f\u0131k 700.000 ki\u015finin \u00f6l\u00fcm\u00fcne yol a\u00e7\u0131yor. K\u00fcresel d\u00fczeyde ise t\u00fct\u00fcn, 2019 y\u0131l\u0131nda 7,7 milyon \u00f6nlenebilir \u00f6l\u00fcme neden oldu.<\/p>\n\n\n\n
Ancak analizde, yasaklar\u0131n sigaray\u0131 b\u0131rakma oranlar\u0131 \u00fczerindeki etkisiyle ilgili net bir ba\u011flant\u0131 bulunamad\u0131. Bunun, bu konuda yap\u0131lan \u00e7al\u0131\u015fmalar\u0131n az say\u0131da olmas\u0131 ya da kat\u0131l\u0131mc\u0131lar\u0131n \u00e7al\u0131\u015fmalar\u0131 tamamlamamas\u0131yla ili\u015fkili olabilece\u011fi belirtiliyor.<\/p>\n\n\n\n
‘Reklamlar yeni tiryakilerin ortaya \u00e7\u0131kmas\u0131nda b\u00fcy\u00fck rol oynuyor’<\/p>\n\n\n\n
\u0130ngiltere’deki Action on Smoking and Health (ASH) adl\u0131 yard\u0131m kurulu\u015funun CEO’su Hazel Cheeseman, Euronews Health’e g\u00f6nderdi\u011fi e-postada “T\u00fct\u00fcn reklamlar\u0131, her y\u0131l sigaray\u0131 b\u0131rakan [veya] sigaradan \u00f6len yeti\u015fkinlerin yerine yeni gen\u00e7 tiryakilerin kazan\u0131lmas\u0131nda \u00e7ok \u00f6nemli bir rol oynuyor” dedi ve bu \u015firketlerin reklam k\u0131s\u0131tlamalar\u0131na kar\u015f\u0131 \u00e7\u0131kmak ve yasalarda bo\u015fluklar bulmak i\u00e7in m\u00fccadele etti\u011fini ekledi.<\/p>\n\n\n\n
“\u0130ngiltere’de kapsaml\u0131 reklam k\u0131s\u0131tlamalar\u0131 gen\u00e7ler aras\u0131nda sigara kullan\u0131m\u0131nda b\u00fcy\u00fck d\u00fc\u015f\u00fc\u015flere yol a\u00e7t\u0131” diyen ASH, elektronik sigara \u015firketlerinin pazarlama faaliyetlerine getirilecek k\u0131s\u0131tlamalar\u0131n gen\u00e7lerin elektronik sigara kullan\u0131m\u0131n\u0131 azaltaca\u011f\u0131n\u0131 belirtti.<\/p>\n\n\n\n
Ge\u00e7en ay g\u00fcncellenen bir DS\u00d6 bilgi formuna g\u00f6re, Orta Asya’n\u0131n baz\u0131 b\u00f6lgelerini de i\u00e7eren DS\u00d6 Avrupa b\u00f6lgesinde, 53 \u00fclkeden sadece 13’\u00fc t\u00fct\u00fcn \u00fcr\u00fcnlerinin tan\u0131t\u0131m\u0131n\u0131 ve reklam\u0131n\u0131 tamamen yasaklam\u0131\u015f durumda.<\/p>\n\n\n\n
DS\u00d6 Avrupa B\u00f6lge Ofisi’nden yap\u0131lan a\u00e7\u0131klamada, b\u00f6lgede tahmini olarak 179 milyon yeti\u015fkin ve 13-15 ya\u015f aras\u0131 d\u00f6rt milyon ergenin t\u00fct\u00fcn kulland\u0131\u011f\u0131 belirtildi.<\/p>\n\n\n\n
B\u00f6lge direkt\u00f6r\u00fcn\u00fcn stratejik dan\u0131\u015fman\u0131 ve DS\u00d6 Avrupa’da bula\u015f\u0131c\u0131 olmayan hastal\u0131klar ve inovasyon \u00f6zel giri\u015fimi ba\u015fkan\u0131 Dr. Gauden Galea, ge\u00e7en ay yapt\u0131\u011f\u0131 a\u00e7\u0131klamada, “t\u00fct\u00fcn kullan\u0131m\u0131n\u0131n y\u00fcksek yayg\u0131nl\u0131\u011f\u0131n\u0131n g\u00fc\u00e7l\u00fc end\u00fcstri etkisi, agresif pazarlama taktikleri ve halk sa\u011fl\u0131\u011f\u0131 \u00e7abalar\u0131n\u0131 baltalayan politika bo\u015fluklar\u0131 ile beslendi\u011fini” s\u00f6yledi.<\/p>\n\n\n\n
Galea, \u00fclkelerin her zamanki gibi devam etmesi halinde, b\u00f6lgenin 2030 y\u0131l\u0131na kadar d\u00fcnyadaki en y\u00fcksek t\u00fct\u00fcn kullan\u0131m oran\u0131na sahip olaca\u011f\u0131n\u0131 da s\u00f6zlerine ekledi.<\/p>\n\n\n\n
DS\u00d6 T\u00fct\u00fcn Kontrol\u00fc \u00c7er\u00e7eve S\u00f6zle\u015fmesi Sekretaryas\u0131 Euronews Sa\u011fl\u0131k’a yapt\u0131\u011f\u0131 a\u00e7\u0131klamada \u00fclkelerin yasaklar\u0131n\u0131n “kapsaml\u0131 olmas\u0131 gerekti\u011fini, k\u0131smi yasaklar\u0131n \u00e7ok az etkisi oldu\u011funu veya hi\u00e7 etkisi olmad\u0131\u011f\u0131n\u0131 ve t\u00fct\u00fcn \u015firketlerinin yasal bo\u015fluklardan yararlanmas\u0131na veya yat\u0131r\u0131mlar\u0131n\u0131 yasaklanmam\u0131\u015f promosyon bi\u00e7imlerine kayd\u0131rmas\u0131na izin verdi\u011fini” ekledi.<\/p>\n\n\n\n
Yeni \u00e7al\u0131\u015fman\u0131n yazarlar\u0131, bulgular\u0131n\u0131n \u00fclkelerin t\u00fct\u00fcn reklam\u0131, promosyonu ve sponsorlu\u011funa ili\u015fkin yasaklar\u0131 uygulama ve y\u00fcr\u00fcrl\u00fc\u011fe koyma ihtiyac\u0131n\u0131 g\u00fc\u00e7lendirdi\u011fini s\u00f6yledi.<\/p>\n\n\n\n
Cheeseman da bir e-postas\u0131nda bunu yineleyerek \u015funu ekledi:”DS\u00d6’n\u00fcn t\u00fct\u00fcnle ilgili yakla\u015f\u0131k 20 y\u0131ll\u0131k anla\u015fmas\u0131 reklam k\u0131s\u0131tlamalar\u0131n\u0131 gerektiriyor, ancak bunlar\u0131 hen\u00fcz tam olarak uygulamayan \u00fclkeler var ve t\u00fct\u00fcn \u015firketleri kar pe\u015finde ko\u015farak sigara i\u00e7meyi te\u015fvik etmeye devam ederken halklar\u0131n\u0131 korumas\u0131z b\u0131rak\u0131yorlar.”<\/p>\n\n\n\n
(Yukar\u0131daki yaz\u0131 Euronews sitesinden al\u0131nm\u0131\u015ft\u0131r.)<\/p>\n\n\n\n
ZAFER \u00d6ZC\u0130VAN<\/p>\n\n\n\n
Ekonomist-Yazar<\/p>\n\n\n\n