The Jammu and Kashmir administration has imposed an immediate ban on the storage, sale, display, and distribution of 'Cool Lip', a smokeless tobacco product, across the Kathua district, driven by escalating health concerns among children and youth. District Magistrate Rajesh Sharma issued the order on Friday, invoking Section 144 of the CrPC to enforce the prohibition in the public interest, amid reports of widespread misuse among vulnerable groups. This marks the latest crackdown in a region grappling with rising tobacco-related ailments, where non-smokable variants like gutka and similar pouches evade traditional smoking bans but pose severe oral cancer risks.

Officials highlighted 'Cool Lip'—a flavoured, dissolvable tobacco sachet marketed as a "cooling" alternative—as particularly insidious, with its candy-like packaging and low price point (Rs 5-10 per pouch) appealing to schoolchildren and adolescents. The product, often containing nicotine, betel quid, and slaked lime, has been linked to a surge in cases of oral submucous fibrosis and leukoplakia in Kathua's border areas, where cross-border smuggling exacerbates availability. "The ban is a proactive measure to safeguard public health, especially the younger demographic exposed through peer influence and lax retail oversight," Sharma stated, directing enforcement teams to conduct raids and impose fines up to Rs 25,000 or imprisonment for violations. The order empowers police and food safety officers to seize stockpiles and prosecute offenders under the Cigarettes and Other Tobacco Products Act (COTPA), 2003.

This action echoes national efforts to curb smokeless tobacco, which accounts for 80% of India's 267 million tobacco users, per 2024 Global Adult Tobacco Survey data, contributing to over 1.3 million annual deaths from related diseases. In Jammu and Kashmir, where youth tobacco initiation rates hover at 14%—higher than the national 8% average due to stress from regional unrest—previous bans on gutka since 2012 have yielded mixed results, with underground markets thriving. Kathua, bordering Punjab and Himachal Pradesh, serves as a transit hub for such contraband, prompting inter-district coordination. Health experts from the Government Medical College, Jammu, welcomed the move but urged awareness campaigns in schools and border checkpoints to address root causes like stress and accessibility.

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As enforcement begins, local traders and vendors expressed concerns over economic fallout in a district reliant on small retail, but officials promised alternatives like livelihood support for affected sellers. The ban's success will hinge on sustained monitoring, with Sharma announcing a helpline for reporting violations. This step aligns with the Union Health Ministry's 2025 roadmap to reduce tobacco prevalence by 30% by 2030, underscoring J&K's commitment to youth protection amid broader public health reforms post the 2019 reorganisation.

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