The World Health Organization (WHO) has issued a strong call to action ahead of World No Tobacco Day on May 31, urging governments worldwide to ban flavoured tobacco and nicotine products that are increasingly designed to appeal to children and adolescents.
This year’s theme, “Bright Products. Dark Intentions. Unmasking the Appeal,” highlights the deceptive marketing strategies used by the tobacco industry — including the use of sweet flavours, attractive packaging, influencer promotion, and misleading health claims — to lure a new generation into nicotine addiction.
“Flavours are fuelling a new wave of addiction and should be banned. They undermine decades of progress in tobacco control,” said WHO Director-General Dr. Tedros Adhanom Ghebreyesus.
The WHO warned that products like e-cigarettes, nicotine pouches, and hookahs are being falsely presented as safer alternatives. At the same time, flavours such as menthol, bubble gum, and cotton candy are being used to mask the harshness of tobacco and attract young users. These tactics not only make it harder for existing users to quit but also increase the risk of severe health conditions, including lung disease.
Despite regulatory steps in some countries, flavoured tobacco and nicotine products remain widely available. To date, more than 50 countries have banned flavoured tobacco, while over 40 nations have prohibited e-cigarette sales, with a few specifically banning disposable devices and flavoured e-liquids. However, many flavoured accessories remain outside the scope of regulation.
Saima Wazed, WHO Regional Director for South-East Asia, expressed concern over the growing number of adolescent users:
“An estimated 11 million adolescents aged 13–15 in our region are addicted to tobacco products — that’s nearly 30% of the global total in this age group,” she said. “The aggressive marketing of new and emerging nicotine and tobacco products is exacerbating the crisis.”
Tobacco use is still the world’s leading preventable cause of death, responsible for around 8 million deaths annually. It is also a major contributor to noncommunicable diseases such as heart disease, cancer, diabetes, and chronic respiratory illnesses.
“Without bold and immediate action,” Dr. Tedros warned, “this epidemic — now disguised in flavours and flashy designs — will continue to claim millions of lives.”
–Input IANS
