Effects of market liberalisation on smoking in Japan

Objective-To document the effect of the Liberalisation of the Japanese toba cco market on Japanese smoking rates and on Japanese tobacco industry pract ices. Data source-Asahi Shimbun (major daily newspaper) from 1980 to 1996. Study selection-Review of media coverage on the effects of market liberalisation following the imposition of the USA's section 301 trade sanction. Data synthesis-The opening of Japan's tobacco market to foreign cigarette c ompanies stalled a decline in smoking prevalence. Smoking rates among young women increased significantly, and also appear to be on the rise among ado lescents. Aggressive marketing and promotional activities by US and Japanes e tobacco companies in response to trade liberalisation appear responsible for these adverse trends. Steep increases in sales through vending machines were also possible contributors to the rising smoking prevalence among ado lescents. On the positive side, market liberalisation indirectly promoted s moking control efforts in Japan, by causing an antismoking movement to coal esce. Conclusion-Market liberalisation in Japan played a significant role in incr easing smoking prevalence among young women and adolescents while helping t o transform the issue of smoking in Japan from a matter of individual choic e to a public health problem.