Dr.Mandeep Kaur
World No Tobacco Day was created in 1987 by member states of the WHO to raise awareness of the harms caused by tobacco products to people, public health, communities and the environment. Every year on 31st May 2024, the world comes together to celebrate World No Tobacco Day. This year’s theme is “Protecting children from tobacco industry interference”. Tobacco use among the youth is alarmingly high, directly exposing them to increased cancer risks and harming developing brains. This undermines efforts to reduce the number of people who develop cancer and die of it. We owe it to the next generation to protect them from tobacco products and deceptive online advertising, and counter the industry’s aggressive tactics aimed at renewing the customer base.
World No Tobacco Day 2024 will give a platform to young people across the world, who is urging governments to shield them from predatory tobacco marketing tactics. Children are using e-cigarettes at rates higher than adults in all regions and globally an estimated 37 million youth aged 13–15 years use tobacco.
Why the tobacco industry is targeting youth…
To keep making billions 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, it creates 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 digital and social media, attractive displays in retail shops, and products at eye level of children.
What marketing ploys are used to attract youth …
- Flavours that appeal to youth. Tobacco products are sold in sweet and fruity flavours, which may increase appeal to non-smokers and mask the harsh tobacco taste. Advertisements may encourage them to buy and try nicotine products. The flavours may lower perception of the harmfulness and addictiveness of products.
- Sleek, pocket-sized designs. They are promoted as modern, high-tech and high-end lifestyle products, with minimalist designs, that portray them as attractive and harmless products. The sleek designs can be deceptive, available in shapes resembling a USB flash drive, and can be easily concealed in a young person’s hand.
- Cartoon characters. Some ENDS-related entities use cartoons and child-friendly imagery, such as unicorns, to brand their products and market sweet flavours.
What distribution mechanism is used to access these products…
- Single stick cigarettes. The sale of cigarettes individually or in small packets increases the affordability and accessibility of tobacco products for school children. Young people that start experimenting with single stick cigarettes do not benefit from exposure to health warnings on cigarette packs.
- Disposable e-cigarettes. The option to test and toss different flavours of e-liquids, particularly for a low initial cost, has driven use of disposable e-cigarettes among children and adolescents.
- Vending machines. Tobacco vending machines provide young people with easy access to tobacco products without needing to provide a form of identification to verify age and placed in areas frequented by youth, such as near schools, with attractive advertising and pack displays.
- Internet sales. Nicotine and tobacco products sold online facilitate sale to minors, particularly where age verification mechanisms are not in place.
Protecting Our Youth Matters…
This dependence can lead to a range of health problems, including:
Respiratory illnesses: Tobacco use damages the lungs, increasing the risk of chronic obstructive pulmonary disease (COPD), asthma, and lung cancer.
Cardiovascular disease: Tobacco use is a major risk factor for heart attacks, strokes, and other cardiovascular complications.
Cancer: Tobacco use is not just linked to lung cancer but also increases the risk of cancers of the mouth, throat, esophagus, bladder, and pancreas.
Mental health issues: There is a growing body of evidence linking tobacco use to depression, anxiety, and other mental health conditions.
Beyond the health effects, youth tobacco use poses a significant economic burden on healthcare systems. Raising awareness, preventing initiation, supporting cessation efforts, advocating for policy change and fostering global collaboration should be the priority to protect future generations and ensure a healthier tomorrow.
The Author is Assistant Professor
DEPT OF ORAL PATHOLOGY & MICROBIOLOGY
INDIRA GANDHI GOVT DENTAL COLLEGE,
JAMMU
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