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Objective. To synthesize learnings from four national tobacco control investment cases conducted in the Americas (Colombia, Costa Rica, El Salvador, Suriname) under the World Health Organization Framework Convention on Tobacco Control (WHO FCTC) 2030 project, to describe results and how national health authorities have used the cases, and to discuss implications for the role of investment cases in advancing tobacco control. Methods. We draw on findings from four national investment cases that included 1) a cost-of-illness analysis calculating the health and economic burden of tobacco use, 2) a return-on-investment analysis of implementing key tobacco control demand reduction measures, and 3) a subsidiary analysis of one tobacco control topic of national interest (e.g., equity implications of cigarette taxation). Co-authors reported how cases have been used to advance tobacco control. Results. In Colombia, Costa Rica, El Salvador, and Suriname, tobacco use causes social and economic losses equivalent to between 1.0 to 1.8 percent of GDP. Across these countries, implementing WHO FCTC demand reduction measures would save an average of 11 400 lives per year over the next 15 years. Benefits of the measures would far outweigh the costs of implementation and enforcement. Governments are using the cases to advance tobacco control, including to improve tobacco control laws and their enforcement, strengthen tobacco taxation, prioritize tobacco control planning, coordinate a multisectoral response, and engage political leaders. Conclusions. National investment cases can help to strengthen tobacco control in countries, including by increasing public and political support for implementation of the WHO FCTC and by informing effective planning, legislation, coordination and financing.

Background and challenges to implementation Based on Colombian demands to meet its obligations under the WHO FCTC and face the challenges on strengthening and accelerating tobacco control programs, both countries set a Cooperation Project aimed to raise the topic on governmental agenda and ensure smooth and coordinated tobacco control multisectoral response at different levels of governance. Intervention or response Brazil will organize a virtual meeting to launch the project and make a presentation of its own governance context and structure. Provider to share with recipients the methodology for carrying out the mapping exercise Brazilian experience, lessons learned, current activities. Recipient country carry out a mapping activity of key stakeholders working in the tobacco control area. Understanding stakeholders role and how they impact on the good functioning of the National Coordinating Mechanisms in order to avoid possible overlapping responsibilities Identify potential “opinion leader”/ focal point for tobacco control within each country Based on the information collected from each country and on the diagnosis, develop a general “Guidelines for smart approach”, which will contain methodology related to stakeholders mapping and involvement. Results and lessons learnt Guidelines implementation. Workshops will be organized in the recipient countries, including simulation exercises that brings together key stakeholders. Training the smart approach with opinion leader and possible focal points for tobacco control and set a plan for the approach; Implement the smart approach with stakeholders by opinion leader or national focal points to institutionalize well-functioning and reliable financed tobacco control focal points and National Coordinating Mechanisms (NCMs); Implement the smart approach with stakeholders to allocate human and financial resources for planning and implementing of tobacco control activities by opinion leader or national focal points; Conclusions and key recommendations South South Cooperation is a tool that enables the exchange of information and knowledge between countries, recognizing the strengths and weaknesses of each and enhancing the capacity development in both supplier and recipient countries.

Background and challenges to implementation Total ban of all forms of advertising, promotion and sponsorship of tobacco products is considered one of the most cost effective measures for tobacco control in the world. Colombia incorporated this measure through articles 14 to 17 of Law 1335 -2009, which entered into force on July 21, 2011. These articles were sued for limiting the right to freedom of enterprise and commercial discourse of tobacco companies. Intervention or response Corpus iuris international for the control of tobacco (FCTC and guidelines), requires all efforts for effective compliance, for this, is necessary to carry out the exercise of harmonisation of domestic legal system with obligations derived from international treaties. At this point, it is vital to point out that compliance with rules adopted by the country, based on international treaties, must be given in good faith , understanding that the ultimate goal is the real guarantee of the pledged commitments of all State agencies. In this case judicial power confirm the constitutionality of the measures related with total ban. Results and lessons learnt Colombian jurisprudence has shown that Article 16 of that rule, referring to the prohibition of "any form of promotion of tobacco products and their derivatives"; constitutes a broad clause that must be interpreted in accordance with the international instruments subscribed by the country and which include the contents of articles 1 and 13 of FCTC, as well as its implementation guidelines. Conclusions and key recommendations Colombia, has established a total ban on all forms of advertising, promotion and sponsorship of tobacco, as a result of the harmonization process between internal rules, mainly related to measures to protect the right to health of the population. In view of the adverse consequences of tobacco consumption and exposure to tobacco smoke and the international obligations set out in the first legally binding public health treaty within the United Nations System: WHO´s FCTC.

O presente artigo realiza um estudo sobre os principais desafios jurídicos do processo de implementação da regulação sobre etiquetagem e embalagem de produtos de tabaco na Colômbia. Para isso é preciso conhecer os processos de elaboração da legislação para o controle do tabaco, os avanços conquistados pela jurisprudência da Corte Constitucional colombiana e as medidas administrativas levadas a cabo pelo Ministério da Saúde, ponto central para o controle da droga no país. Também é indispensável estudar o conjunto dessas ações, considerando o plano de medidas Mpower, especialmente com relação à proibição de toda forma de publicidade, promoção e patrocínio de produtos de tabaco, plano que permitiu, a partir da harmonização dos conteúdos da normativa internacional com o ordenamento interno colombiano, estruturar as bases da política governamental e implementar com eficácia a legislação atual.