Smoking among teenage girls has more than doubled according to the latest India Tobacco Control report.
This trend emerges at a time when overall tobacco consumption is declining in India. This is an alarming direction that puts young women at higher risk of serious health issues.
Several factors contribute to the rising smoking rates among teenage girls. One reason is the rapid maturation of teenagers, who, like their male counterparts, turn to smoking as a way to cope with stress and to appear "cool." Peer pressure plays a significant role, with many girls smoking to fit in with their social groups or to suppress their appetite.
According to the report, between 2009 and 2019, the prevalence of smoking in girls increased by 3.8%, reaching 6.2%. In contrast, smoking among boys increased by 2.3% during the same period. Among adults, smoking dropped by 2.2% in men and 0.4% in women.
The prevalence of smoking among girls (6.2% in 2019) is now substantially higher than among women (1.5% in 2017), indicating a worrying trend among the younger generation.
"Women have largely been an untapped demographic for tobacco companies. This is the reason girls have become a prominent target, with images of smoking as fashionable and a sign of women empowerment," says Prof. Monica Arora, a public health scientist at the Public Health Foundation of India (PHFI) and one of the editors of the report.
"Another factor is the depiction of smoking in films and television. Ever since the regulation to issue warnings when scenes of smoking appear on screen was introduced in 2012, we saw a decline in smoking on screen. However, with OTT platforms, where content without warning was uploaded, there was an increase in onscreen smoking. This is the reason the ministry brought in the new rules to regulate these platforms," she added.
The health risks associated with smoking are severe and well-documented.
Smoking increases the risk of respiratory diseases, lung cancer, and cardiovascular issues such as heart attack and stroke. For women, there are additional risks including smaller fetuses, premature births, and babies with lung damage and birth defects. Smoking can also lead to excessive bleeding during delivery and an increased likelihood of early menopause.
The American Cancer Society also reported that smokers have a higher risk of mortality from breast cancer compared to non-smokers.
The gender gap in tobacco use is narrowing among adolescents.
In 2019, 7.4% of girls and 9.4% of boys were tobacco users. Without effective interventions to help youth quit smoking, this trend may lead to an increase in the number of smokers in the future.
The report includes a 2040 vision document that advocates for measures such as banning new tobacco products and ensuring that those born after 2022 are not exposed to tobacco advertising or promotion. The vision also calls for the return of plain packaging for tobacco products to discourage use.