Global Adult Tobacco Survey (GATS) 2024 unveiled its reports, indicating that Pakistan has reduced tobacco consumption by 15.7 per cent between 2014 and 2024 through measures implemented under the World Health Organisation’s Framework Convention on Tobacco Control (FCTC).

The survey, conducted by the Government of Pakistan in collaboration with the World Health Organisation (WHO) and the CDC Foundation, said a press release received here on Wednesday.

However, despite progress, tobacco products are still consumed by 16.1% of the Pakistani population aged 15 and above. As a result, each year, tobacco continues to cause 164,000 deaths and economic losses of over PKR 1,800 billion (around US$6.6 billion), the report added.

The GATS 2024 results were presented today, as per the vision and leadership of the Honourable Federal Health Minister Syed Mustafa Kamal, as part of the extended celebrations of World No Tobacco Day and the international campaign launched by WHO with the theme “Unmasking the appeal – countering nicotine and tobacco addiction.

The survey follows a science-based global standard protocol for systematically monitoring adult tobacco use, offering the last decade’s trends and a comparison with the 2014 round.

This survey was conducted by the National Institute of Population Studies Training and Research in collaboration with the Ministry of National Health Services, Regulations and Coordination, through its Tobacco Control Cell, and WHO.

More than 11,000 interviews were completed with an overall response rate of 95.6%.

GATS enhances countries’ capacity to design, implement and evaluate tobacco control programs. It also assists countries in fulfilling their international obligations under WHO’s FCTC –signed by Pakistan in 2004 – and in generating comparable data within and across countries.

Secretary of the Ministry of National Health Regulations, Services and Coordination Muhammad Aslam Ghauri, while addressing the event, said that “This year’s WNTD theme, ‘Unmask the Appeal – Countering Tobacco and Nicotine Addiction,’ serves as a timely reminder of the evolving tactics employed by the tobacco and nicotine industries to target young populations and create lifelong addiction.

 The emergence of electronic cigarettes, vaping devices, heated tobacco products, and digital advertising platforms has transformed the tobacco epidemic into a more complex public health challenge. The aggressive targeting of youth through flavoured products, social media influence, and misleading perceptions regarding “safer alternatives” demands urgent and coordinated policy action.

Pakistan also continues to face a significant burden of tobacco use. The findings of the Global Adult Tobacco Survey (GATS) Pakistan 2024 reveal that approximately 22.7 million adults currently use tobacco products in the country. Exposure to secondhand smoke and tobacco advertising remains widespread, particularly in public spaces and among younger age groups.

Approximately 163,600 Pakistanis die due to causes related to Tobacco. Counting for 448 deaths/day, 1200 Pakistani Children aged 6-15 years start smoking every day, 2 in 5 smokers initiate smoking in any form before the age of 10 years, the survey said.

At the same time, the survey findings provide hope and direction. A considerable proportion of tobacco users are considering quitting, and strong public support exists for evidence-based measures such as increasing tobacco taxation, restricting advertising, and strengthening cessation services.

The MONHSRC-Government of Pakistan remains fully committed to strengthening the implementation of the WHO Framework Convention on Tobacco Control. Let us reaffirm our collective resolve to build a healthier, tobacco-free future for coming generations, as it is an investment in Pakistan’s future health, productivity, and prosperity”

“The GATS 2024 results confirm that, together, we can protect and save lives thanks to international cooperation and the implementation of specific measures such as taxation and banning tobacco advertisements that are particularly targeting our children and teenagers,” said WHO Representative in Pakistan Dr Luo Dapeng.

“The science is very clear: all tobacco products are killers. WHO will always stand with Pakistan to protect our children and our families from this public health threat.”

Among other encouraging key findings, the GATS 2024 underlines that –between 2014 and 2024 – the exposure to secondhand tobacco smoke in Pakistan decreased in all locations measured in both surveys: homes (48.3% to 28.8%), workplaces (69.1% to 35.9%), government buildings (64.6% to 40.7%), private buildings (77.3% to 54.8%), healthcare facilities (37.6% to 24.5%), restaurants (86.0% to 55.2%), marriage halls (65.7% to 50.3%), public transportation (76.2% to 45.4%), universities (44.2% to 33.3%), and schools (25.1% to 11.5%).

Furthermore, the survey reports a decrease in exposure to tobacco advertising or promotions in stores (from 20.4% to 17.8%) and to any tobacco advertisements, promotions or sponsorships (from 38.6% in 2014 to 30.5%).

However, female consumption of tobacco increased slightly by 1.7%, with 5.9% of women aged 15 and above smoking, and there was a marginal decrease in the percentages of smokers who made a quit attempt in the past 12 months (from 24.7% to 24.1%) and who were advised to quit when visiting a healthcare provider (from 51.8% to 49.9%).

Since 2014, under the umbrella of WHO’s FCTC, Pakistan has implemented key policy changes to reduce tobacco consumption, including increased tobacco taxation during fiscal year 2022–2023; larger pictorial health warnings on tobacco packaging; a ban on the sale of loose cigarettes nationwide; the National Tobacco Control Strategy 2022–2030; and the establishment of provincial Tobacco Control Cells and Implementation and Monitoring Committees, among others.

Extensive scientific evidence confirms that all tobacco and nicotine products on the market, without exception – including licit and illicit products, and items such as e-cigarettes or nicotine patches – are extremely harmful to health and pose a major risk to vulnerable populations such as children and teenagers.

Tobacco kills up to half of its users who don’t quit. A leading cause of preventable death, it causes cardiovascular and lung disease, strokes, and multiple cancers.