Our bold decision to ban the sale of tobacco in 2004 was a moment of international acclaim. As the first country to take such a step, the nation set a remarkable precedent in the global fight against tobacco-related health issues. The move, celebrated as a triumph for public health, reflected Bhutan’s strong commitment to protecting its citizens from the dangers of smoking and second-hand smoke. However, the reality since then has proven to be far more challenging than anticipated. The rise in tobacco imports in recent years has painted a different picture—one that demands urgent attention.

Between 2020 and June 2024, Bhutan imported an astounding 531 million cigarettes, worth Nu 1.5 billion. In 2022, tobacco imports peaked at Nu 1.4 billion, while the first half of 2024 saw imports reach Nu 337 million. Notably, during the second quarter of 2024, cigarette imports from non-Indian countries surged by a staggering 237.75 percent. These numbers are alarming, to say the least, especially in a country that had once championed tobacco control.

The sharp increase in imports indicates a growing demand for tobacco products in Bhutan. This is not just a matter of supply chains and logistics; it reflects a deeper, systemic issue that we, as a society, must confront. The persistence of tobacco consumption, despite the legal restrictions, points to both the complexity of enforcement and the strong allure of the habit itself. Where does the problem lie?

First, the continued rise in tobacco use in Bhutan highlights a disconnect between policy and practice. While the government has taken significant steps to control tobacco use, including the introduction of laws and regulations, these measures have not effectively curbed consumption. Smuggling, illicit trade, and growing imports are symptomatic of an underlying problem—the high demand for tobacco that continues unabated. Efforts to block supply lines only address one part of the problem. Without tackling demand, the issue will persist, regardless of legal restrictions.

Also, public health education around the dangers of tobacco use appears to be insufficient. Despite the Ministry of Health’s efforts to raise awareness, the increasing number of smokers suggests that the message is either not reaching the public effectively or is not strong enough to deter tobacco use. The allure of tobacco, particularly among younger populations, remains strong, and until this is adequately addressed, the country will continue to struggle with high levels of consumption.

The surge in imports from non-Indian countries also points to challenges in regulation. As tobacco trade becomes more global and complex, Bhutan’s ability to control imports is being tested. Regulatory frameworks need to adapt quickly to these evolving dynamics to stay ahead of illicit trade and unauthorised imports. Without stronger enforcement mechanisms, the black market will continue to thrive, undermining public health efforts.

The fight against tobacco cannot be won solely through laws and bans. There needs to be a comprehensive approach that addresses both supply and demand. Strengthening education campaigns, particularly for the younger population, improving enforcement of existing regulations, and providing support for those seeking to quit smoking are all essential steps.

The recent surge in imports is a wake-up call—the battle against tobacco is far from over. Bhutan’s pioneering stance on tobacco control is something to be proud of, but pride alone will not solve the problem. Bold and decisive action is needed, and it must be taken now.