When a tobacco control policy or reform makes the tobacco industry 'scream', it passes the 'scream test'. "Then we know we are on to a good thing," says Bill Bellew, a technical advisor for The Union. This summer the tobacco industry in the Philippines has been 'screaming' over the new smokefree policies of the Metro Manila Development Authority (MMDA), a Union grantee under the Bloomberg Initiative to Reduce Tobacco Use.
On 28 May MMDA Chairman, Francis Tolentino, announced on local radio a new smokefree campaign to coincide with World No Tobacco Day (WNTD) 2011. The MMDA's push for a healthy Manila – "Metro Ko Love Ko Program" – included the launch of a new billboard for MMDA and new customised billboards for Local Government Units (LGUs) calling for smokefree policy throughout Greater Manila. The MMDA is also committed to strict enforcement of the smokefree policy to make it work and has thus far enforced 100% smokefree on public transportation and terminals. "We should transform Metro Manila into a smokefree community. A healthy Metro Manila is a healthy and progressive Philippines," Tolentino said.
Ordinances enacted at local level have gone further than the National Tobacco Act R.A.9211, for example LGUs have enforced 100% smokefree indoor public spaces as opposed to the Act's tolerance for designated smoking areas.
The MMDA's campaign has support from local partners and the public. Surveys by the ABS-CBN and Yahoo both showed more than 90% public acceptance of the smoking ban and the Philippines Medical Association announced its full support for the MMDA on national television. The support comes at a critical time in the life of the campaign, as the tobacco industry has raised objections to it, claiming that MMDA's enforcement goes above and beyond the National Tobacco Act's provisions. Both Philip Morris and Fortune Tobacco have threatened to take legal action against the MMDA'S initiative. In a recent development, a temporary restraining order on MMDA was imposed claiming that they are enforcing smokefree on sidewalk and open spaces, which the MMDA denies doing.
Nonetheless, the MMDA will continue enforcement in confined public transportation terminals and stairwells leading to train stations, but they are concerned that the temporary restraining order will confuse the public as to where smoking is and is not allowed.