The World Health Organization (WHO) for this year’s World No Tobacco Day (May 31) has chosen the theme, “Unmasking the Appeal”, to reveal the tactics employed by the tobacco and nicotine industries to make their harmful products enticing, particularly to young people.

Global Youth Voices at the 10th Session of the Conference of the Parties (COP10) to the WHO Framework Convention on Tobacco Control (WHO FCTC). Credit: Global Center for Good Governance in Tobacco Control

The same tactics used decades ago to manipulate young people into smoking are now being rehashed to push these new products—often marketed under the guise of innovation or “safer” alternatives—to countries around the world. While the packaging and products may look new, the playbook remains the same: addict youth, expand markets, and shift the blame. And now, they’re calling it “harm reduction.”

The Global Center for Good Governance in Tobacco Control (GGTC) estimates the tobacco industry costs the global economy a net loss of USD 1.4 trillion annually and kills more than 8 million people. Over 37 million teenagers aged 13-15 years use some form of tobacco.

The tobacco industry’s promotion of novel and emerging tobacco products as “harm reduction” has been firmly challenged by the Global Youth Voices (GYV), a global coalition of over 40 youth organizations advocating for a ban on these new recreational products. The youths also want the industry to be held financially accountable for harms caused to both current and future generations.

The GYV, in their 2024 Declaration, refused to accept compromised solutions that prioritize corporate profit over youth health. They have rejected the tobacco industry’s new so called “smoke-free products” and instead called for a ban on any new recreational and youth-appealing addictive products.

“The industry’s ‘harm reduction’ narrative is a smokescreen. These so-called alternatives are gateways to addiction, not exits. We must act before another generation is lost to nicotine dependence.”

Against this backdrop, Swedish member of GYV, A Non Smoking Generation, are warning global public health community not to follow the Swedish experience of embracing oral nicotine pouches, snus, as a safer alternative to cigarettes.

Snus and new nicotine products in Sweden have been touted by the tobacco industry as safer alternative to smoking. In reality, it is fueling a surge in nicotine addiction among Swedish youth. Tobacco and nicotine use among young people is higher than ever, alongside their exposure to aggressive marketing of and easy access to nicotine products.

A Nicotine Pouch. Credit: A Non Smoking Generation

According to Sweden´s public health agency, 11 percent of the population still smokes, while the use of e-cigarettes, snus and nicotine pouches is increasing dramatically – particularly among youth.

A staggering 65 percent of high school students have tried at least one nicotine product, and smoking prevalence in this age group has increased from 17 to 21 percent in just three years. Swedish tobacco regulations have failed to protect children and youth from harmful nicotine addiction.

When nicotine pouches and vapes entered the market, Sweden’s critical misstep was allowing them to bypass their tobacco legislation. As a logical step, these products should have been regulated as tobacco, since all commercial nicotine products, despite being labeled “tobacco-free,” still contain tobacco-derived nicotine.

This regulatory gap allowed the tobacco companies to circumvent current regulations, and lure youth through misleading social media promotions, including candy flavored, youth-appealing products.

Seven in ten Swedish youth state the fact that new nicotine products “seem less harmful” than traditional tobacco can be a reason to try these out.

Nicotine is a poison and is addictive. Extensive use of nicotine involves a large number of scientifically proven and serious health risks such as cardiovascular disease, type 2 diabetes and birth defects. It can also quickly impair cognitive functions and increase the risk of mental illness.

The false narrative from Sweden — portrayal of vapes and pouches as harm reducing alternatives to cigarettes—is unfortunately spreading globally. The public awareness of all severe health risks associated with nicotine is alarmingly low, and risks having devastating consequences for public health.

The Swedish government recently lowered the excise tax on snus, thereby increasing the risk of more young people initiating a harmful nicotine addiction. Nicotine pouches evade the excise tax on tobacco completely and can presently be sold at a price cheaper than ice cream.

This completely ignores WHO’s recommendation that taxation as the most effective way to reduce youth access to tobacco and a cost-effective tool to prevent subsequent substance abuse.

Since the problem is created by an industry, the youth urge the Swedish government—and others watching Sweden’s model—to hold the tobacco industry financially liable for the harm it causes. This includes implementing taxes, levies, compensation mechanisms, sanctions, and other legislative tools to mitigate the damage.

Countries that have legalized new tobacco and nicotine products are now grappling with a significant rise in youth vaping. But there is hope—over 40 countries have banned these products, including, most recently, Vietnam and Papua New Guinea, which have banned e-cigarettes.

Contrary to the tobacco industry´s claims about snus, vapes and pouches as products for smoking cessation, independent research show that these products more often work as a gateway to smoking and higher intake of alcohol and drugs.

To reduce and prevent all forms of nicotine addiction, including smoking, the scientific evidence supports strong, coherent national regulations of tobacco and nicotine products. Not because each product carries identical risks, but because every child and young person is entitled to the highest standard of health and a sustainable future.

A Non-Smoking Generation, together with GYV youths call on government officials and policymakers to not repeat the Swedish misstep but to unmask and reject the tobacco industry’s tactics and false narratives.

Helen Stjerna is Secretary-General, A Non Smoking Generation, Sweden; Rajika Mahajan is Communication Officer, Global Center for Good Governance in Tobacco Control & Convenor of the Global Youth Voices, Bangkok

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Global Youth Voices (GYV) delegates at the 10th Conference of Parties (COP10) in Panama, February 2024. Credit: GYV
 
Human Rights Day is commemorated every year on 10 December, the day in 1948 the UN General Assembly adopted the Universal Declaration of Human Rights.

By Yodhim Dela Rosa and Rajika Mahajan
NEW YORK, Dec 10 2024 (IPS)

As the world commemorates UN Human Rights Day December 10, with the theme, “Our Rights, Our Future, Right Now,” it’s time to ask: Are we truly listening to what the youth envision for their present and future?

This year’s theme strikes a chord with young people globally, highlighting a pressing issue that threatens them now and their future – tobacco addiction.

Globally, about 37 million adolescents aged 13-15 years are hooked to tobacco use. They are ensnared through aggressive and deceptive marketing tactics of a powerful, profit-driven and harmful industry – the tobacco and its related industries. Beyond consumption, over a million children are also trapped in producing tobacco under harsh and exploitative conditions.

Protect Our Right, Our Future – Youth’s Call to Action

Today’s youth are a premium market targeted by tobacco and related industries, with manipulative strategies designed to lure them into life-long addiction. From digital media marketing to seemingly innovative products like biodegradable filters or vaping devices, the industry ensures its grip on the next generation.

But young people everywhere are speaking out, demanding an end to these harmful practices. The Global Youth Voices, a movement that represents youth coalitions and organizations around the world, has made their stance clear.

In October 2023, they appealed to governments to shield them from the manipulative practices of tobacco and its related industries. Through a declaration this May, they demanded justice and restitution for the harm inflicted and ongoing threats to their health and future.

Recently, in a powerful open letter to the UN Secretary-General, the youth called on the General Assembly to prioritize the well-being of young people and resist the tobacco industry’s influence. Their call is loud and clear: they want stronger regulation of tobacco promotions on all platforms, including entertainment and social media, accountability for environmental pollution– particularly that caused by tobacco plastic waste– and prevention of new addictive products being marketed as disguised innovation.

Tobacco’s Harms Globally

The tobacco industry’s adverse impact on health, the environment, and the economy is deeply troubling. It harms individuals, communities, and the planet while violating fundamental human rights.

Annually, tobacco claims more than 8 million lives, with 22,000 deaths every single day. Smoking is a leading driver of cardiovascular diseases, respiratory illnesses, and over 20 types of cancer, burdening healthcare systems and families worldwide.

Beyond health, the global economy shoulders a staggering $1.4 trillion annual loss from tobacco-related costs, ranging from medical expenses to lost productivity. Tobacco is also a major environmental offender, polluting ecosystems with 4.5 trillion cigarette butts discarded yearly, making them the most littered plastic item in the world.

These toxic, non-biodegradable wastes infiltrate our waterways and soil, causing annual marine ecosystem losses estimated at $20 billion. The magnitude of these harms highlights the urgent need to hold the tobacco industry accountable—not only to protect the health, economy, and environment of our current generation but also to safeguard the well-being of future generations.

For decades, the tobacco industry has evaded accountability for the extensive harms it causes. While the global treaty, the WHO Framework Convention on Tobacco Control (FCTC) offers tools for regulation, implementation remains lacking and inconsistent. Many governments around the world have failed to act cohesively against tobacco industry interference.

Right Now: Making Tobacco Pay

A civil society report surveying 90 countries, the 2023 Global Tobacco Industry Interference Index, illustrates the industry’s evasion tactics through its so-called corporate social responsibility (CSR) initiatives.

These programs—often framed as philanthropic efforts—are used to repair the industry’s tarnished reputation, foster goodwill, and distract from its role as a driver of death and environmental harm. By presenting itself as a “responsible corporate citizen,” the tobacco industry seeks to escape financial liabilities while influencing policymakers and the public.

This Human Rights Day, let us remember that our rights and our children’s rights to health, a clean environment, and a life free from preventable harm are non-negotiable. The fight against tobacco is a fight for justice, equity, and sustainability.

Upholding and protecting human rights is a collective responsibility. Governments, policymakers, and advocates alike must act decisively and cohesively to hold the industry liable for both human and planetary damages.

A comprehensive solution to curbing the tobacco industry’s undue interference lies in fully implementing the WHO FCTC Article 5.3 recommendations such as, denormalizing and banning tobacco-related charity, requiring greater transparency for increased accountability, removing incentives to the tobacco industry, and providing a firewall between government officials from the industry so they can be freed-up to protect their citizens.

The industry must be held liable for the harm it causes to both human health and the environment. Governments should make the industry pay by adopting the “polluter pays” principle. The industry must bear the financial burden of cleaning up its waste and addressing its environmental damage. Because of the irreconcilable difference between profit and public health, the industry must be excluded from the policy table.

We cannot afford to let the industry dictate the terms of our health, our rights, or our future.

The time to act is now.

Yodhim Dela Rosa is the Global Research Coordinator, and Rajika Mahajan is the Communications Officer at the Global Center for Good Governance in Tobacco Control (GGTC).

GGTC works closely with governments and advocates worldwide to address the most significant challenge in tobacco control implementation: tobacco industry interference.

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Global Youth Voice at WHO’s ‘WalkTheTalk’ event, May 26, 2024, Geneva. Picture courtesy: FCTC Convention Secretariat

By Rajika Mahajan
BANGKOK, Jun 7 2024 (IPS)

Each year, millions of children worldwide fall prey to the targeted tactics of the tobacco industry in its attempts to lure new customers. This year’s World No Tobacco Day (May 31), aptly themed “Protecting children from tobacco industry interference”, saw global youth unite to confront the pervasive influence of Big Tobacco.

The Global Youth Voices (GYV) movement, convened by the Global Center for Good Governance in Tobacco Control (GGTC), has become a powerful front to hold the tobacco industry accountable and safeguard the well-being of future generations.

The addictive nature of nicotine, a key ingredient in tobacco products, is largely unknown to many. Nicotine is as addictive as cocaine or heroin, manipulating nerve cells to release more dopamine, which creates a feeling of ‘high’. The young brain creates more receptors to handle the anticipated nicotine, which leads teens to needing more nicotine to get the same high.

This addiction is particularly potent in young brains, which continue to develop until about age 25, making teens more susceptible to addiction. Among youth, smoking causes faster heart rates, shortness of breath, increased risk of lung cancers, reduced lung function, limitations on performance and endurance , and other health issues. ,

Moreover, emerging evidence shows that Electronic Nicotine Delivery System (ENDS) or e-cigarettes, launched by the industry as alternate tobacco products are harmful and may act as a gateway to conventional smoking among young people or the renormalization of smoking in society.

At a momentous summit hosted by GYV, the youth adopted a Declaration demanding comprehensive measures to address the tobacco industry’s exploitation of young people.. They called for accountability from the tobacco industry for luring young people into addiction and inflicting harm on health and the environment. They urged governments, educational institutions, international organizations, and the media to combat the industry’s insidious influence.

The World Health Organization (WHO) has thrown its weight behind the role of young people in combating the tobacco and nicotine epidemic and, underscores the pivotal role of youth as a force of change and a key element in shaping a tobacco-free future. This acknowledgement of the energy, passion, and innovation that young voices bring to the table is instrumental in galvanizing a global movement against Big Tobacco.

The tobacco industry has long manipulated and ensnared youth into lifelong addiction through flavored tobacco products and targeted marketing. According to WHO, about 37 million children (13-15 years) globally use tobacco products, including e-cigarettes. Young e-cigarette users are two to four times more likely to transition to traditional cigarettes, underlining the urgency of the situation as it threatens to roll-back any achievement in controlling youth smoking.

Beyond addicting youth, the tobacco industry inflicts significant environmental harm, costing an estimated US$26 billion annually due to plastics in cigarette butts and packaging. Cigarette butt pollution has become a pervasive global issue, exacerbating environmental degradation for future generations.

The urgency of addressing the tobacco industry’s profound threat is indisputable. Dr. Mary Assunta, Head of Research and Advocacy at GGTC, highlights the need to dismantle the industry’s deceptive web to protect children, “The tobacco industry is a diabolical predator preying on children, despite its claims of not targeting them. Telling children not to smoke or vape is simply not enough. We must act to prevent the industry from trapping our youth.”

In response to these alarming trends, GGTC has empowered youth to counter the tobacco industry’s ploys. Its new advocacy toolkit, “Protecting youth from tobacco industry interference” offers easy–to-execute strategies and guidance to tobacco control advocates.

To harness the creativity of youth to expose the deceptive tactics of the tobacco industry, a global media competition, the ‘Social Reels Challenge,’ a collaboration with WHO, provides a platform for youth to voice their concerns..

With millions of children worldwide falling into nicotine addiction trap, it is imperative to act decisively and stop the exploitative actions of the tobacco industry. The voices of youth must be heard, their stories shared, and their calls to action heeded as we work towards a future free from the grip of Big Tobacco.

The collective efforts of global youth supported by international organizations and the public health community are spearheading this vital movement to safeguard the health and well-being of present and future generations. Together, we can pave the way for a healthier, tobacco-free future.

Rajika Mahajan is the Communications Officer at GGTC.

IPS UN Bureau

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