World Health Organization’s 2025 theme reveals how sleek e-cigarette designs and influencer marketing hook children
Every year, World No Tobacco Day is observed on May 31st, an important global reminder of the serious health risks posed by tobacco use and the deceptive tactics employed by the tobacco industry. In 2025, the theme “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products” brings to light a disturbing trend — the increasing targeting of children and youth through manipulative marketing and product design. While the global community has made great strides in controlling tobacco use over the past two decades, the battle is far from over.
World No Tobacco Day was established by the World Health Organization (WHO) in 1987 to raise awareness about the devastating health impacts of tobacco consumption and to urge governments and individuals to take concrete actions to reduce its use. The initiative has played a pivotal role in reducing tobacco consumption through public awareness campaigns, policy changes, and international cooperation. A major milestone in this fight was the creation of the WHO Framework Convention on Tobacco Control (WHO FCTC) in 2003. This was the first global public health treaty adopted under the WHO, and it entered into force in 2005. Celebrating its 20th anniversary in February 2025, the WHO FCTC has helped save millions of lives by promoting actions like smoke-free public spaces, graphic health warnings on tobacco packaging, bans on tobacco advertising, and the introduction of high tobacco taxes.
This year’s theme highlights a pressing concern: how the tobacco and nicotine industry is manipulating young minds. In recent years, traditional cigarettes have been joined by a new wave of products like e-cigarettes, heated tobacco products, and nicotine pouches. These are often packaged in sleek designs, infused with sweet or fruity flavours, and marketed as “cool” or “safe” alternatives. This branding deliberately misleads young people into believing that these products are harmless. What makes the situation even more alarming is the presence of these promotions on social media, where young users spend a significant amount of their time. Influencers, ads, and sponsored content often blur the lines between entertainment and marketing, making it difficult for adolescents to distinguish between genuine content and manipulative sales tactics.
India, home to the second-largest number of tobacco users in the world, has taken several bold steps to combat this menace. The government has implemented strong tobacco control measures under the Cigarettes and Other Tobacco Products Act (COTPA), 2003, which prohibits smoking in public places, bans tobacco advertising, and mandates pictorial health warnings on packaging. India was also among the first countries to ratify the WHO FCTC and continues to take proactive measures in line with its recommendations. The introduction of Gutka bans, plain packaging initiatives, and tobacco-free educational institutions has significantly contributed to reducing tobacco use, particularly among young people.
Additionally, the launch of the National Tobacco Control Programme (NTCP) has been crucial in educating people and offering them support to quit tobacco. Despite these efforts, tobacco continues to be a significant public health issue. According to the Global Adult Tobacco Survey (GATS) 2016-17, nearly 28.6% of Indian adults (over 267 million people) currently use tobacco in some form. Each year, tobacco use kills nearly 1 million Indians, either through direct consumption or second-hand smoke exposure.
Tobacco is a silent killer. It doesn’t just affect the lungs; it impacts nearly every part of the body. Smoking is a leading cause of cancer, particularly lung, throat, and mouth cancers. It also significantly increases the risk of heart disease, stroke, diabetes, and chronic respiratory illnesses like bronchitis and emphysema. Chewing tobacco, which is prevalent in India, is strongly linked to oral cancers and dental issues. What makes tobacco even more dangerous is its highly addictive nature. Nicotine, the main psychoactive ingredient in tobacco, causes dependence. Over time, this addiction becomes difficult to break, making it harder for users to quit even when they know the health risks. Moreover, the economic burden of tobacco use is staggering, not only in terms of medical costs but also in terms of loss of productivity and premature deaths.
While conventional tobacco use is declining in many countries, new-age nicotine products are rapidly gaining popularity, especially among the youth. Devices like vapes and e-cigarettes are often portrayed as less harmful alternatives. But scientific research shows that these devices still contain nicotine, and in some cases, additional harmful chemicals that can damage the lungs, heart, and brain, particularly in adolescents whose brains are still developing. These products are not only addictive but also serve as gateways to traditional tobacco use. Studies suggest that teenagers who start with e-cigarettes are more likely to try cigarettes later on. The industry’s strategy is clear: hook the youth early with flavoured, tech-savvy products, and ensure lifelong customers.
Tobacco addiction can be overcome, but it requires a multi-faceted approach. Individuals who wish to quit should seek support from healthcare providers. Today, there are various tools available: nicotine replacement therapy (NRT), behavioural counselling, mobile apps, and helplines like India’s National Quitline (1800-112-356). Governments can help by making quitting easier and starting harder. This means increasing taxes on all tobacco and nicotine products, enforcing strong advertising bans, introducing plain packaging, and eliminating flavours that attract younger users. More importantly, education and awareness programs need to be incorporated into school curricula to equip children and adolescents with the knowledge to resist peer pressure and industry propaganda. The WHO FCTC also recommends the implementation of Article 5.3, which calls for protecting public health policies from the influence of the tobacco industry. Many countries, including India, have begun to adopt these provisions, but there is still much room for improvement, especially in curbing industry lobbying and interference.
This November, the world’s policymakers will gather for the 11th session of the Conference of the Parties (COP11) to the WHO FCTC, where future strategies for global tobacco control will be discussed. It is a critical opportunity to address the emergence of new nicotine products, enhance enforcement of tobacco control laws, and increase collaboration among nations to share best practices. World No Tobacco Day 2025 is not just a call to action; it is a wake-up call. The health of future generations is at stake. If we do not act now, an entire generation may fall prey to a cycle of addiction, disease, and early death, all driven by an industry that prioritises profit over human lives. We must unite as individuals, communities, governments, and civil societies to protect our children and youth from being lured into a lifelong dependence on harmful substances. The power to choose a tobacco-free world lies in our hands. And that choice begins with awareness, education, regulation, and compassion.
Let World No Tobacco Day 2025 be more than just a date on the calendar; let it be a turning point, a rallying cry for change, and a celebration of life over addiction. This day serves as a bold and urgent reminder: tobacco continues to claim over 8 million lives every year, yet every life lost is a story that could have been different. It’s time to stop accepting tobacco-related disease and death as inevitable.
Imagine a world where no parent buries their child due to second-hand smoke, where no teenager is lured into addiction by deceptive marketing, and where no one’s final years are stolen by preventable cancers or heart disease. Picture vibrant communities breathing freely, healthcare systems unburdened by tobacco-induced illnesses, and a new generation growing up knowing that health is not just a hope, it’s a right. This future is not out of reach. Every cigarette not lit is a victory. Every child educated about the dangers of tobacco is a step forward. Every law passed to regulate tobacco products is a brick laid in the foundation of a healthier world. But we can’t wait; the time to act is now.
Let 2025 be remembered as the year we chose courage over complacency, action over apathy. Through awareness campaigns, community support, cessation programs, and firm policies, we have the tools to break free from tobacco’s deadly grip. The power to protect lives is in our hands. Let’s choose health. Let’s choose hope. Let’s build a smoke-free tomorrow, for ourselves, our children, and every life yet to be lived.
The writer is an Assistant Professor at the Department of Biosciences, University Centre for Research and Development, Chandigarh University, Punjab, with a deep commitment to advancing global health, preventive education and community well-being
Aashaq Hussain Bhat
aa***********@****il.in