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KOTA KINABALU: State Tourism, Culture and Environment Minister Datuk Jafry Ariffin officially launched a behaviour change campaign targeting turtle egg consumption and a 10-year Marine Turtle Action Plan (2026–2035) at the SICC on Tuesday.

The campaign, grounded in a Universiti Malaysia Sabah baseline study and CITES demand-reduction guidelines, aims to shift public attitudes rather than rely on enforcement alone.

An updated SOP 2.0 for turtle conservation was also released, replacing the 2016 edition developed with WWF-Malaysia support.