Dear Editor,
History is repeating itself, as the tobacco industry is trying to sell the same nicotine to our children in different packaging. “These industries are actively targeting schools, children, and young people with new products that are essentially a candy-flavoured trap. How can they talk about harm reduction when they are marketing these dangerous, highly-addictive products to children?” Dr Tedros Adhanom Ghebreyesus, WHO Director-General, has asked.
There are 1.3 billion tobacco users worldwide. Tobacco kills around 8 million people every year (more than 7 million active smokers, and over 1 million non-smokers exposed to second-hand smoke), including 1 million in the Americas. Alarmingly, at least 37 million young people aged 13–15 years use some form of tobacco. The World Health Organization (WHO) adds that, in Europe, 11.5% of boys and 10.1% of girls aged 13–15 years are tobacco users (4 million).
Disturbingly, the life expectancy of smokers is at least ten years less than that of non-smokers. For many youngsters, smoking is done in order to fit in with peers. For many boys, smoking is an indicator of masculinity and manhood. There are those who would agree that smoking, for young men, is akin to a rite of passage. Smoking is clearly a global problem consisting of multi layers outside of nicotine addiction.
World No Tobacco Day is observed around the world every year on 31 May. The day is highlighted globally in order to raise awareness regarding the harmful influences of the tobacco industry, especially on the youths. “Protecting children from tobacco industry interference”, the theme of World No Tobacco Day (WNTD) 2024, is focused on advocating for an end to the targeting of youths with harmful tobacco products.
This discourse provides a platform for young people, policy-makers, and tobacco control advocates globally to discuss the issue, and to urge governments to adopt policies that shield young people from the manipulative practices of the tobacco and related industries.
Although cigarette smoking has been decreased over the years due to phenomenal efforts by the tobacco control community, more must be done to safeguard these vulnerable groups.
The tobacco industry is targeting youths. In order to keep making billions of dollars in revenues, the tobacco industry needs to replace the millions of customers who die, and those who quit tobacco use every year. To achieve this goal, the tobacco industry works creatively to create an environment that promotes uptake of its products among the next generation, including lax regulation to ensure its products are available and affordable. The industry also develops products and advertising tactics that appeal to children and adolescents, reaching them through social media and streaming platforms.
Products such as electronic cigarettes and nicotine pouches are gaining popularity among youths. It is estimated that 12.5% of adolescents in the European region used e-cigarettes in 2022, compared to 2% of adults. In some countries of that region, the rates of e-cigarette use among school children are 2–3 times higher than the rates of cigarette smoking.
Collaborative advocacy is required. This important discourse provides a platform for young people, policy-makers and tobacco control advocates globally to discuss the issue, and to urge governments to adopt policies that protect young people from the manipulative practices of the tobacco and related industries. On this World No Tobacco Day, let us encourage the youths to speak directly to the tobacco companies concerning the deliberate targeting of youths with products that are harmful to their health.
Young people around the world recognize the industry’s negative impact on issues they care about: physical and mental health, sustainability, plastics pollution, environmental devastation and climate change, child labour, poverty and inequity. Youth groups around the world should urge their governments to implement measures to prevent tobacco use and nicotine addiction. State funding is also a critical element in the fight to eradicate tobacco and nicotine addiction. In too many instances, state agencies are starved of adequate resources to launch and sustain their public education campaigns.
Tobacco companies spend billions of dollars on marketing and advertising annually on predatory tobacco marketing tactics. As a result, governments should also be very careful regarding acceptance of sponsorship from tobacco companies. It is only by working together that governments, public health organizations, and civil society would be able to empower our youths and create a world in which the next generation is free from the dangers of tobacco and nicotine addiction. The youths are the future.
Sincerely,
Wayne Campbell
