Keynote Address at the World Conference on Tobacco or Health
在世界烟草或健康大会上的主旨讲话
Dr Margaret Chan, Director-General of the World Health Organization
世界卫生组织总干事 陈冯富珍博士
Abu Dhabi, United Arab Emirates
阿拉伯联合酋长国 阿布扎比
18 March 2015
2015年3月18日
Thank you. I always enjoy attending these conferences as this group of participants is so strongly united in purpose, so vocal in articulating its views and the evidence behind them, and so determined to reduce addiction to a deadly product.
谢谢大家。我一向很喜欢参加这些会议，因为与会者群体是如此坚定地团结在一个目标之下，如此鲜明地表达他们的观点和论据，又是如此地抱定决心，致力于减少对一个致命产品的沉迷。
Also, participants are never alone in these conferences, never without an attentive external audience looking to see the next trends in the battle between tobacco or health.
而且在这些会议上，与会者从来不是孤军奋战，永远有外部观众在密切关注烟草与健康之间斗争的走势。
The tobacco industry, too, is always with us, watching for any wavering of resolve that can be exploited, waiting for any opportunity to interfere.
烟草业也始终与我们同在，观察是否存在决心的动摇可以利用，等待凭空出现的干预机会。
As a key message to countries, let me borrow the slogan from a high-profile tobacco advertising campaign: Don’t be a maybe.
作为向各国传递的重要讯息，让我借用一个高调烟草广告活动的口号：不做优柔寡断人。
The campaign has been banned in some wealthy countries for violating the ethical code that prohibits marketing to youth, yet continues undeterred in the developing world, the tobacco industry’s promised land for expanding its markets.
一些富裕国家已经禁止了上述烟草广告活动，因为它违反了禁止向青少年推销的道德标准，但在发展中世界那片烟草业扩张市场的沃土上，它仍在肆无忌惮地推行。
Maybe tobacco control has done its job. Maybe implementation of the WHO Framework Convention on Tobacco Control, in force now for a decade, has reached its limits.
或许烟草控制工作已经大功告成。或许迄今已生效十年的 《世卫组织烟草控制框架公约》的实施已经达到极限。
Largely thanks to legislative measures, smoking has plummeted in several countries. A WHO report being launched during this conference shows that the proportion of male smokers is going down in 125 countries. Non-smoking is becoming the norm.
主要是由于采取了立法措施，吸烟已在一些国家大幅减少。本次会议期间发布的一份世卫组织报告显示，在125个国家中，男性吸烟者的比例正在下降。禁烟逐渐成为常态。
Maybe this is good enough. Maybe it’s time for the international community to move on to other preventable causes of disease.
或许这已经差强人意。或许时机已到，国际社会可以转向其它可预防的病因了。
No, on several counts.
不，出于几方面原因，事情并非如此。
The tobacco industry would be delighted to see a drop in the drive for control, especially regulatory control. They invest heavily in making this happen.
烟草业如果看到控制特别是监管力度下降，想必会拍手称快。它们大把花钱，只为做到这一点。
Tobacco use is rising fastest in countries where control measures are relatively new. We need to close in on the enemy, and not let it outflank us.
在控制措施相对新奇的国家，烟草使用的增加速度最快。我们需要合围敌人，不让它反过来包抄我们。
Cutting tobacco use further is an extremely attractive and rewarding target. Tobacco use is one of the biggest risk factors for NCDs, and especially for cancer. It is also one of the most responsive to control measures.
进一步减少烟草使用是一个极具吸引力和回报的目标。烟草使用是非传染性疾病的最大风险因素之一，特别是就癌症而言。它也是对控制措施反应最激烈的领域之一。
Don’t let anyone tell you that tobacco control has had its day. You can count on industry to keep the battle lines fresh and vigorous. As the fight for tobacco control moves into the courts, the latest manoeuvres challenge the sovereign authority of countries to regulate in the public interest.
不要听信任何人对你说，烟草控制工作已经完事大吉。烟草业必定会打点精神，不断点燃新的战火。随着烟草控制之战转入法院，最新的谋略是挑战各国为公众利益进行监管的主权权利。
The tobacco industry and its front groups love to talk about the “slippery slope”. They argue: plain packaging for cigarettes today. The same for chocolates and fizzy drinks tomorrow.
烟草业及其水军喜欢谈论“滑坡效应”。它们言道：今天要求卷烟无装饰包装。明天就会要求巧克力和碳酸饮料采用同样包装。
No. The real slippery slope is this: depriving governments of their sovereign right to use legislation to protect citizens from harm. This is a battle that pitches the power and authority of governments against the power of corporations.
不。真正的滑坡效应是：剥夺政府立法保护其公民免遭伤害的主权权利。这是一场为政府权力和权威与公司权势二者定调的对决。
The Framework Convention was a victory for the supremacy of public health concerns over economic interests. We cannot let that victory be stolen from us, especially as the Framework Convention enters its second decade, moving forward on a solid track-record of success.
《框架公约》是把公共卫生考虑置于经济利益之上的胜利。我们不能听任他人窃取这一胜利，尤其是在《框架公约》进入第二个十年，正以切实的成绩向前发展之时。.
Countries wishing to protect their citizens through larger pictorial warnings on packages or by introducing plain packaging are being intimidated by tobacco industry threats of lengthy and costly litigation. Maybe countries, especially the poorer ones, should bow down to these threats.
烟草业威胁进行漫长和昂贵的诉讼，恫吓希望通过包装上的大幅图形警示和无装饰包装来保护其公民的国家。或许各国，特别是穷国，应该屈从这些威胁。
No. Too much is at stake. WHO stands shoulder-to-shoulder with parties implementing the Framework Convention. I expect the community represented in this room likewise extends its solidarity to these countries.
决不。此事攸关重大。世卫组织将与执行《框架公约》的缔约方肩并肩站在一起。我希望在座诸位所代表的各界也将一起来声援这些国家。
WHO will not be intimidated, and neither will you. We do not have the riches of the tobacco industry, but we are right and we are resolved.
世卫组织不会被吓倒，你们同样不会。我们没有烟草业的财富，但我们有正义，我们有决心。
In the Philip Morris challenge to Uruguay’s tobacco packaging laws, WHO has filed an amicus brief with the International Centre for Settlement of Investment Disputes.
关于菲利浦•莫里斯公司质疑乌拉圭烟草包装法一事，世卫组织已向国际投资争端解决中心递交了非当事人意见陈述。
I am very pleased to report that the tribunal hearing the claim has accepted WHO’s request to submit the brief and rejected tobacco industry arguments that WHO is biased. That’s one big win for the public good.
我很高兴向诸位报告，审理索赔的法庭已接受世卫组织提交意见陈述的要求，并驳回了烟草业关于世卫组织存有偏见的说法。这是一个有利于公共利益的巨大胜利。
Australia’s legislation that mandates plain packaging is also being challenged in a dispute being considered at the World Trade Organization. Maybe plain packaging will cause all the problems trotted out by the tobacco industry, including an explosion in smuggling, criminal activity, even terrorism.
澳大利亚强制要求无装饰包装的立法，也在世界贸易组织正在审议的一项争端中受到质疑。或许，无装饰包装将引起烟草业喋喋不休地谈论的所有问题，包括走私、犯罪活动、甚至恐怖主义的剧增。
No. The tobacco industry is complicit in illegal trade. Smuggling is one of its business strategies. I urge all parties to ratify the Protocol to Eliminate Illicit Trade in Tobacco Products. We need this legal instrument. Please talk to your Presidents and Prime Ministers, sign up to that protocol, and make it a law.
不。烟草业是非法贸易的共谋。走私是它的经营战略之一。我促请所有缔约方批准《消除烟草制品非法贸易议定书》。我们需要这一法律文书。请告诉你们的总统和总理，请他们签署这一议定书，使之成为法律。
We see a double-standard at work here. Industry insists that no credible evidence supports the benefits of plain packaging. Yet where is the evidence that smuggling, criminal activity, and other bogey-men will follow? There is evidence whatsoever.
此处，我们看到双重标准在起作用。烟草业一口咬定，没有可靠的证据能支持无装饰包装的好处。但是关于走私、犯罪活动和其它妖魔鬼怪将接踵而来的证据又在哪里？想找证据，证据总是会有的。
Industry has had a Plain Packs Group in place since 1993. In its internal documents at that time, industry was adamant that it did not want to see plain packaging introduced anywhere in the world, while publicly arguing that packaging has no impact on consumption. Then why fight it?
自1993年以来，烟草业就有一个无装饰包装组织。在当时的内部文件里，烟草业强硬表示，不想在世界任何地方看到实行无装饰包装，与此同时，却又公开声称，包装对消费没有影响。那么，为什么还要纠缠此事？
The tobacco industry can be trusted in one area only. The vigour of its opposition to a control measure is good evidence of the effectiveness of that measure. If they fight you strongly, it means you have hit them where it hurts. This is true for tobacco taxes. And this is true for plain packaging.
只有一点你可以相信烟草业。它对控制措施的激烈反对就是这一措施行之有效的确凿证明。如果它们顽强对抗，就说明你打到了它们的痛处。烟草税是如此。无装饰包装也是如此。
Despite industry’s best efforts to block plain packaging, the train has already left the station. The evidence base is strong, empirical, and comes from well-qualified, respected, and credible sources. I thank all the researchers who have contributed to this evidence base. We know that plain packaging works.
尽管烟草业竭尽全力阻止无装饰包装，但列车已经开动，驶离车站。证据很坚实，以经验为依据，而且来自资质优良、受到尊重的可靠来源。我感谢为这些证据作出贡献的所有研究人员。我们知道无装饰包装是有效的。
Following Australia’s lead, more than 10 countries are considering plain packaging. Just two weeks ago, Ireland became the second country to introduce plain packaging as law. The United Kingdom, Burkina Faso, and New Zealand are the next most advanced. But others, including Chile, Panama, France, Norway, and Turkey are not far behind.
继澳大利亚之后，又有10多个国家正在考虑无装饰包装。就在两周前，爱尔兰成为颁布无装饰包装法律的第二个国家。英国、布基纳法索和新西兰紧随其后。其他国家，包括智利、巴拿马、法国、挪威和土耳其也在迎头赶上。
Bans on tobacco advertising, promotion, and sponsorship are not comprehensive as long as colour logos and other branding continue to operate as silent salesmen.
只要彩色徽标和其它商标继续充当无声的推销员，对烟草广告、促销和赞助的禁止就不够全面。
I have a final bit of advice. The ad agency responsible for the don’t-be-a-maybe campaign has proudly recorded its strategy, including a reinforcement of the brand’s values, namely “be true, bold, and forever forward.”
我有最后一点建议。负责“不做优柔寡断人”活动的广告公司自豪地标举其战略，包括加强该品牌的价值观，也即“真实，勇猛，一往无前。”
While I am not sure the tobacco industry has many values, I do believe these words make good objectives for tobacco control.
我不清楚烟草业还有多少价值观可言，但我相信，这些字眼可以成为烟草控制工作的宏大目标。
Be true to the evidence that tobacco kills. Be bold in implementing the Framework Convention. And be forever forward, ideally one step ahead of Big Tobacco.
真实对待烟草杀人的证据。勇猛执行《框架公约》。一往无前，最好是领先于烟草大亨们一步。
Thank you.
谢谢大家。
来源：WHO
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