The World Health Organization is sounding the alarm on the global tobacco industry’s use of manipulative tactics to target and hook youth on smoking. An estimated 37 million children aged 13 to 15 years use tobacco globally, with many becoming addicted for life. The industry is using child-friendly flavors, colorful packaging, and e-cigarettes designed to appeal to young people. The report released ahead of World No Tobacco Day on May 31 highlighted a disturbing trend of children using e-cigarettes at rates higher than adults in many countries. The WHO called for a ban on the sale of tobacco and nicotine-related products to minors and urged governments to take proactive measures to protect the next generation from the tobacco industry’s tactics.
The director of STOP at Vital Strategies emphasized the profitability for the tobacco sector in hooking young, addicted customers for life. The industry continues to exploit digital and social media tools, as well as traditional tactics like giving away free samples to recruit new customers. The WHO highlighted the challenge of regulating the more than 16,000 flavors of e-cigarettes that are very appealing to children and adolescents. Tobacco products are marketed near schools and sponsored at youth-oriented events, while influencers and celebrities are used to manipulate young people into thinking tobacco use is cool. The WHO called on countries to implement comprehensive bans on tobacco advertising, promotion, and sponsorship, as well as address digital and cross-border marketing.
Tobacco use is declining in Canada and globally, with an estimated 1.25 billion people aged 15 and older using tobacco in 2022. This was down from 1.36 billion people in 2000. In Canada, roughly 11.4 per cent of people aged 15 years and older used tobacco in 2022, down from 18.8 per cent in 2010. The WHO predicted Canada would cut its tobacco use by 44 per cent next year compared to 2010. Canada has taken steps to curb youth vaping, with several provinces banning most flavors of vape products. Health Canada has warned about the risks of vaping nicotine, including physical dependence and exposure to harmful chemicals. Concerns have also been raised about nicotine pouches, with Health Minister Mark Holland seeking authority to restrict these products for cessation purposes only.
The WHO reiterated its call to ban all flavors of e-cigarettes, while pointing out the challenges in regulating the thousands of appealing flavors on the market. Governments are urged to raise prices and taxes on tobacco and related products to make them less affordable, ban sales of these products to minors, and protect health policy from the influence of the tobacco industry. The tobacco industry continues to use innovative ways to reach children, while also relying on traditional tactics to recruit young customers. Concerted efforts are needed to address the aggressive targeting of youth by the tobacco industry and protect future generations from the harmful effects of tobacco and nicotine use. World No Tobacco Day serves as a reminder of the ongoing battle against tobacco use and the need for global cooperation to tackle this public health challenge.
