WORLD No Tobacco Day (WNTD), initiated by the World Health Organization (WHO) in 1987, serves as an annual reminder of the pervasive and preventable health risks associated with tobacco use. Originally established to raise awareness about the devastating effects of tobacco and to advocate for public health, WNTD is now a global platform that educates communities, reveals the nefarious actions of tobacco companies and highlights what can be done to combat tobacco consumption. The 2024 theme, “Protecting Children from Tobacco Industry Interference,” zeroes in on the industry’s persistent and predatory focus on young people.
Despite the significant strides made by the tobacco control community in reducing cigarette smoking, the battle is far from won. According to the WHO, 163,000 people die annually in Pakistan due to tobacco consumption in various forms. Even more alarming is the fact that, influenced by the tobacco industry’s glamorous portrayal, 1,200 to 1,500 young people start smoking every day in Pakistan. These statistics underscore a critical public health challenge—the tobacco industry’s strategic targeting of youth to sustain their customer base.
The tobacco industry’s approach is insidious. By creating an environment that entices young people to experiment with and eventually depend on tobacco products, the industry ensures a steady influx of new users. More concerning is the industry’s adept use of modern advertising channels—social media, streaming platforms and other digital media—to reach and influence young minds. These platforms allow for aggressive marketing campaigns that portray tobacco use as glamorous, trendy and sophisticated, thus attracting a young audience.
In particular, the rise of electronic cigarettes (e-cigarettes) and nicotine pouches has marked a new frontier in tobacco use among youth. Use of e-cigarette among school children is two to three times higher than traditional cigarette smoking rates. This trend is mirrored globally and poses significant health risks, as e-cigarettes contain high levels of nicotine and have been linked to respiratory issues.
The situation in Pakistan is particularly concerning. The tobacco industry over here has improved its marketing strategy to specifically target young people. Tactics include colorful packaging, flavored products and a strong presence on digital and social media. This targeted marketing makes tobacco products appear appealing and less harmful, a dangerous misconception that leads to addiction, respiratory diseases and cancer.
The diversification of tobacco products adds another layer of complexity to the issue. Products such as e-cigarettes, smokeless tobacco and nicotine pouches are often misleadingly marketed as safer alternatives to traditional cigarettes. However, these products still pose serious health risks and are just as addictive. The tobacco industry’s push to diversify ensures they maintain their market share even as traditional cigarette use declines.
World No Tobacco Day 2024 is a clarion call to action. Governments, policymakers and the tobacco control community must come forward to protect youth from the predatory tactics of the tobacco industry. This includes stricter regulations on digital marketing and unchecked online availability and delivery of tobacco products. Education campaigns that raise awareness about the true dangers of all tobacco products are equally essential.
This year, WNTD provides a platform for young people to voice their concerns and demand protection from manipulative tobacco marketing tactics. We must listen to these voices and take decisive action to shield current and future generations from the deadly dependency created by the tobacco industry. Doing so can prevent millions of unnecessary illnesses and deaths and secure a healthier future for our children.
—The writer works at Coalition for Tobacco Control Pakistan (CTC-Pak)/Society for Alternative Media and Research (SAMAR).
Email: ashfaq@alternativemedia.org.pk
