36 Pages of Veiled Threats—Quashed by Global CSOs
A consultant linked to a tobacco-funded think tank delivered a lengthy letter to Southeast Asia Tobacco Control Alliance (SEATCA), using legal language and past government credentials to pressure a small low- and middle-income countries (LMICs) based non-governmental organization (NGO). But Bungon Ritthiphakdee didn’t engage quietly. She exposed the tactic—and civil society backed her up. The think tank ended up disengaging with tobacco industry.
A Veiled Threat and a Strategic Exposure: How Bungon Ritthiphakdee Fought Back Against Third-Party Intimidation
For over three decades, Bungon Ritthiphakdee has been a leading voice in tobacco control across Southeast Asia. As the founding Executive Director of SEATCA, she supported governments and civil society in LMICs against industry interference. From 1990 to 2021, countries in Southeast Asia saw an estimated 10,970 lives saved due to tobacco control efforts.
Bungon also co-founded Global Center for Good Governance in Tobacco Control ( GGTC) which produces the Global Tobacco Industry Interference Index (GTI), a Civil Society Organization (CSO) survey report on Article 5.3 Implementation.
*Lives Saved Estimate: The estimate of lives saved is based on a comparison of Global Burden of Disease (GBD) data. The number was derived by comparing the number of deaths attributed to tobacco use as a risk factor in 1990 with those reported in 2021, as reported in the GBD dataset.
The Tactic: A Third-Party Pressure Campaign Using Legal Framing and Government Credentials
When SEATCA criticized the International Tax and Investment Center (ITIC)—a think tank with tobacco industry ties , which included representatives from four tobacco companies—PMI, JTI, BAT, and Imperial Tobacco at the time—it responded with a long complaint letter from Gary Johns invoking his former government position.
The Incident: A 36-Page Letter Framed as Dialogue, Delivered as Pressure (April 2016)
In April 2016, Gary Johns delivered a 36-page letter accusing SEATCA of misusing Article 5.3 of the WHO FCTC, mischaracterizing ITIC, and requesting engagement—despite prior refusal. Gary also contacted SEATCA’s advisory board members, which added pressure.
The Response: Exposure Over Engagement
Bungon went public. On May 19, 2016, she issued an open letter on behalf of SEATCA refusing engagement, denouncing intimidation, and reaffirming support for Article 5.3. This was widely shared with allies, governments, and WHO. The public exposure drew strong and immediate solidarity from regional and international civil society partners. Advocacy groups, technical experts, and government allies issued statements of support .
Why It Matters
This case reveals how overwhelming legal letters can be used to corner NGOs, especially in LMICs. It also underscores the power of civil society solidarity in resisting tobacco industry proxies.
Disclaimer
This case study is based on publicly documented legal rulings, media reports, organizational statements, and other publicly available sources. It also relies on information provided by civil society actors who are not affiliated with the tobacco industry. All references to individuals and organizations are based on their publicly known affiliations and roles in documented proceedings. This may include accounts of alleged misconduct grounded in private documentation retained by individuals involved. All materials presented are as reported by the source and conveyed in the public interest. This is not intended as definitive legal conclusions but is shared for educational and advocacy purposes, in line with responsible reporting standards and applicable law.