LAHORE Experts believed the usage of tobacco has comparatively decreased but that of sheesha, a modern way of addiction, is increasing day by day in Punjab province especially in the capital city. They also suggested that also sheesha should be treated like tobacco so that the future of Pakistan and the nation could be saved. According to the statistics, sheesha houses are growing in numbers in major cities of Pakistan including Islamabad, Lahore, Rawalpindi, Multan, Karachi, Hyderabad, Quetta, Jacobabad, Peshawar, Nowshera, Muzaffarabad, Hajiabad, Holar, Gilgit, Sakardu and other cities. Especially in the Punjab capital, at least four main stores located at Bhaati Chowk and in Thokar Niaz Baig areas are selling sheesha. Most of the youths including girls and boys under 18 visit sheesha houses, cafes, restaurants, hotels and clubs located in DHA, Model Town, Johar Town, Allama Iqbal Town, The Mall, Board of Revenue Society, MM Alam Road in Gulberg and Tech Society to use sheesha on daily basis especially in the evening. Earlier, the provincial government was taking keen interest in making legislation regarding this new form of addiction but it has been proved just beating of drums to gain popularity in politics, a Punjab Assembly member from the Opposition commented. On the other hand, almost a decade has passed when the tobacco industry was stuck with a tough legislation almost in all over the world under the umbrella of World Health Organisation and its treaty Framework Convention on Tobacco Control with 172 signatory countries including Pakistan. A special team of doctors believed many non-governmental organisations were creating awareness among the people that tobacco is injurious to health. They said there are about 5 million deaths annually due to tobacco-related diseases, with the balance split roughly between developed and developing countries. They further claim, If the trends continue by 2030, the figure would increase to 10 million deaths annually, with 70 per cent of these lives lost in developing countries. The FCTC directs the signatories to enact/undertake comprehensive bans on tobacco advertising, promotion and sponsorship; ban misleading and deceptive terms on cigarette packaging such as light, low-tar and mild; implement rotating health warnings on tobacco packaging that covers at least 30 per cent (ideally 50 per cent or more) of the display areas including to protect people from tobacco smoke exposure on public transport, and indoor work and public places. It also directs to adopt or maintain taxation policies aimed at reducing tobacco consumption; and combat illicit trade in tobacco products. Moreover, strict tobacco laws including Prohibition of Smoking and Protection of Non-smokers Health Ordinance 2002) of Pakistan further imposed a strict check on open use of tobacco. A special tobacco control cell established by the Federal Health Ministry in July, 2007, is accelerating tobacco control activities in Pakistan through multifaceted efforts starting from planning, resource mobilisation, institutional strengthening, public-private partnership and monitoring. Resultantly, even the new brands of various leading tobacco companies have been badly failed to made space in the existing brands because of non availability of effective marketing tools. Their failure is caused by the tobacco ordinance which banned the advertising on print & electronic media. Notwithstanding, the companies are introducing variants of brands & playing on pricing for example the Pakistan Tobacco Company has introduced Capstan in lower price to maintain its share of market & volume.