ISLAMABAD (PEN) : Pakistan saw a major fiscal achievement in 2024, collecting a record Rs298 billion (approximately US $1.1 billion) in tobacco taxes, according to the **World Health Organization’s Global Tobacco Epidemic Report 2025*. This surge followed a 28% cut in cigarette production and sweeping tax reforms—including tripling cigarette excise, raising minimum retail prices, and boosting the tax share of pack prices—garnering praise from WHO .
However, WHO cautioned that Pakistan has not yet adopted the full spectrum of its *MPOWER* recommendations, which include tobacco use monitoring, smoke-free laws, cessation support, health warnings, advertising bans, and tax increases. Though the tax uptick has curbed legal cigarette output, other measures—such as prominent graphic health warnings on packaging and anti-tobacco media campaigns—are still falling behind regional peers like India, Bangladesh, and Sri Lanka .
WHO Highlights Remaining Gaps
Pakistan ranks among *40 countries* worldwide without full implementation of any MPOWER strategy, according to WHO
Graphic health warnings currently cover about 60% of cigarette packs, but India mandates coverage on *85%*, and bans most tobacco advertising
Regulation of *e-cigarettes*, heat-not-burn products, and nicotine pouches remains limited—raising concerns about youth uptake
Economic & Health Toll
WHO’s Eastern Mediterranean Unit reports tobacco claims *164,000 lives* and costs Pakistan around *PKR 700 billion* (US \$2.5 billion) annually . The 2023–24 tax hike cut tobacco use by *19.2%, with **26.3%* of smokers reducing their cigarette intake. That year, cigarette excise revenue rose from PKR 142 billion to PKR 237 billion .
While excise rates have not kept pace with *26% inflation* since February 2023, this inaction has reportedly cost public coffers roughly *Rs82 billion* in real terms . WHO has urged the Federal Board of Revenue to adjust tax rates to match inflation, close loopholes in price-tier shifts, and counter an uptick in economy-brand cigarette production (
Calls for Broader Measures
On World No Tobacco Day (May 31), health groups—including the Pakistan Islamic Medical Association (PIMA) urged stronger enforcement of anti-tobacco laws, clearer public education in local languages, and establishment of smoking cessation centres in hospitals ([brecorder.com][5]). WHO and Pakistan’s Ministry of Health also introduced a “Tobacco Control Toolkit,” promoting sustained tax hikes, public-place smoking bans, plain packaging, marketing restrictions, and enhanced quitline support .
Why it matters:
1. Record-breaking tax revenue* highlights fiscal gains and a shift in consumption patterns.
2. WHO applauds the reforms*, but notes critical gaps in public health strategy.
3. Non-cigarette nicotine products remain largely unregulated*, posing a new challenge.
Pakistan’s path forward involves not just tax hikes but complete execution of MPOWER—from media campaigns and health warnings to strict regulation of emerging products. Strengthening these fronts can bolster both public health outcomes and long-term fiscal resilience.
