The World Health Organisation (WHO) says Western Pacific countries including the Cook Islands will likely miss out on the United Nations’ goal to reduce premature deaths from lifestyle-related diseases such as cancer and diabetes, as a result of alcohol and tobacco intake.

The UN target is that by 2030, early deaths will be reduced by a third. The region has so far cut premature mortality by over 25 percent.

WHO says that chronic diseases like heart attacks, stroke, asthma and lung diseases, have been blamed for more than 80 percent of deaths among the 1.9 billion people in the Western Pacific.

An WHO advisory with this information was sent to the Minister of Health, Rose Brown and the Secretary of Health, Bob Williams on this matter but Cook Islands News understand that they are in the Philippines for a WHO regional conference which Brown is chairing.

Meanwhile, these topics were discussed by the Minister as well as Williams in a prior interview with Cook Islands News.

During the 23^rd Cook Islands Annual Health Conference held in July this year at the National Auditorium, Brown emphasised that they are continuing to work with her ministry to address health issues revolving around alcohol and tobacco consumption.

She also shared Cook Islands’ goal of becoming a smoke-free nation in the next few years. She emphasised that this initiative is for the future generation and she stressed the importance of teaching today’s parents about the impacts of smoking.

Since August 1 this year, Te Marae Ora Ministry of Health says, all registered businesses selling tobacco products have been compliant with the Tobacco Products Control Amendment Act 2024.

The Act that came into effect on August 1 requires those selling tobacco to apply for permits to import and distribute tobacco.

Under the new Act, the legal age of sale for tobacco products has also increased from 18 to 21 years.

Prior to that, TMO approved 42 stores to sell tobacco in the Cook Islands.

The Cook Islands banned imitation tobacco products such as e-cigarettes, and will raise the smoking age from 18 to 21.

Importing and distributing imitation tobacco products could result in an $100,000 fine or up to three months in prison for an individual.

While businesses caught doing the same face a $1,000,000 fine, additionally, non-compliant businesses will incur a daily penalty of $100,000 for each day the violation continues.

Visitors over the age of 21 will be exempt from the new rules and are allowed to bring one imitation tobacco device with up to 30 millilitres of liquid.

Meanwhile, WHO Western Pacific senior official Kidong Park said in a briefing that they anticipate that they cannot meet the 2030 deadline adding that alcohol and tobacco consumption were among many risk factors.

“We need to reduce, decrease alcohol consumption. We need more to quit tobacco consumption,” Park added.

Countries such as Micronesia, Papua New Guinea, Philippines and Solomon Islands even saw increases in premature deaths from lifestyle diseases between 2000 and 2019, bucking the overall decreasing trend across the region.

According to WHO, only Australia, New Zealand and Vanuatu impose taxes at the “best-practice” level of at least 75 percent of retail prices.

WHO senior official Hiromasa Okayasu also urged countries to tighten rules on e-cigarettes, citing “loose regulations” on some member states.