On 31 May, the world will come together to observe World No Tobacco Day (WNTD) with a focus on protecting children from the harmful influences of the tobacco industry. This year’s theme revolves around advocating for an end to the targeting of youth with harmful tobacco products, urging governments to adopt policies that shield young people from the manipulative practices of the industry.
According to 2022 data, at least 37 million young people aged 13–15 years worldwide use some form of tobacco, with alarming rates in the WHO European Region. The tobacco industry strategically targets youth to replace customers who die or quit tobacco use, creating an environment that promotes uptake of its products among the next generation.
Products like electronic cigarettes and nicotine pouches are gaining popularity among youth, with e-cigarette use among adolescents in the European Region significantly higher than among adults. The industry’s tactics include developing products and advertising that appeal to children and adolescents, reaching them through social media and streaming platforms.
WNTD 2024 calls on governments and the tobacco control community to protect current and future generations from the deadly dependency the industry sells to young people. It emphasizes the need to hold the tobacco industry accountable for the harm it causes and to take action to safeguard vulnerable youth from its manipulative practices.