Each year on 31 May, World No Tobacco Day highlights the health, social, economic, and environmental consequences of tobacco use. This year's theme, 'Unmasking the appeal: Countering nicotine and tobacco addiction,' underscores the growing trend of the tobacco and nicotine industry targeting children and adolescents.
Health Risks and Global Trends
Tobacco use remains a leading risk factor for Noncommunicable Diseases (NCDs) such as cancer, cardiovascular diseases, chronic respiratory illnesses, and diabetes. These conditions place enormous strain on families, communities, and health systems. Globally, tobacco use has declined from 1.38 billion users in 2000 to around 1.2 billion in 2024, reflecting stronger policies, higher taxation, and implementation of the WHO Framework Convention on Tobacco Control. However, progress is uneven, with one in five adults still using tobacco.
Industry Tactics and Youth Targeting
As public health measures advance, the industry reinvents its products, including e-cigarettes, water pipes, nicotine pouches, and heated tobacco products. These are marketed as modern and less harmful, but behind the branding lies a deliberate effort to attract new generations to nicotine addiction. Products like e-cigarettes are often flavored with fruit and candy, packaged sleekly, and promoted via digital marketing and celebrity endorsements.
Globally, at least 40 million children aged 13 to 15 use at least one tobacco product, and over 15 million adolescents use e-cigarettes. In many countries, children are more likely than adults to use e-cigarettes. The story of Audu, a 21-year-old from a community near Abuja, illustrates the impact: he developed lung disease from early tobacco use, disrupting his education and youth experiences.
Nigeria's Response
Nigeria, with one of the largest youth populations, is a key focus for the industry. The country has implemented the National Tobacco Control Act and regulations aligned with the WHO Framework Convention. However, the availability of e-cigarettes and nicotine products through online platforms and informal markets poses significant risks. This year, the Nigeria Film and Video Censors Board (NFVCB) received a World No Tobacco Day Award for prohibiting the promotion of tobacco and nicotine products in Nigerian films, music videos, and skits.
Urgent Actions Needed
The rapidly evolving nicotine market requires renewed action. First, raise awareness of industry strategies, including synthetic nicotine and nicotine salts. Parents, teachers, religious leaders, youth organizations, healthcare professionals, and the media play essential roles in providing accurate information. Second, advocate for stronger policies: bans on flavors, advertising, and promotion on digital and social media, and regulation of packaging. Third, address regulatory gaps for emerging nicotine products, including stricter rules on flavors, packaging, digital ads, and online sales targeting youth. Social media should not serve as channels for nicotine promotion disguised as lifestyle content.
As we mark World No Tobacco Day 2026, let us unite to safeguard future generations. A healthier, tobacco- and nicotine-free Nigeria is achievable if we act decisively and collectively, starting now. Dr. Pavel Ursu is the Nigeria Country Representative of the World Health Organization.
