Protecting Children From Tobacco Industry Interference

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"History is repeating, as the tobacco industry tries to sell the same nicotine to our children in different packaging. These industries are actively targeting schools, children and young people with new products that are essentially a candy-flavoured trap. How can they talk about harm reduction when they are marketing these dangerous, highly-addictive products to children?”- Dr Tedros Adhanom Ghebreyesus, WHO Director-General. There are 1.3 billion tobacco users worldwide. Tobacco kills around 8 million people every year (more than 7 million active smokers and over 1 million non-smokers exposed to second-hand smoke), including 1 million in the Americas. Alarmingly, at least 37 million young people aged 13–15 years use some form of tobacco. The World Health Organization (WHO) adds that in Europe, 11.5% of boys and 10.1% of girls aged 13–15 years are tobacco users (4 million). Disturbingly, the life expectancy of smokers is at least ten years less than that of non-smokers. For many youngsters, smoking is done in order to fit in with peers. For many boys, smoking is an indicator of masculinity and manhood. There are those who will agree that smoking for young men is akin to a rite of passage. Smoking is clearly a global problem consisting of multi layers outside of nicotine addiction. World No Tobacco Day is observed around the world every year on 31 May. The day is highlighted globally in order to raise the awareness regarding the harmful influences of the tobacco industry especially on the youth. Protecting children from tobacco industry interference. This theme of World No Tobacco Day (WNTD) 2024 is focused on advocating for an end to the targeting of youth with harmful tobacco products. This discourse provides a platform for young people, policy-makers and tobacco control advocates globally to discuss the issue and to urge governments to adopt policies that shield young people from the manipulative practices of the tobacco and related industries. Although cigarette smoking has decreased over the years due to phenomenal efforts by the tobacco control community, more must be done to safeguard these vulnerable groups. Targeting of Youth. In order to keep making billions of dollars 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, the tobacco industry works creatively to create 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 social media and streaming platforms. Products such as electronic cigarettes and nicotine pouches are gaining popularity among youth. It is estimated that 12.5% of adolescents in the European Region used e-cigarettes in 2022 compared to 2% of adults. In some countries of the Region, the rates of e-cigarette use among school children are 2–3 times higher than the rates of cigarette smoking. Collaborative Advocacy Required. This important discourse provides a platform for young people, policy-makers and tobacco control advocates globally to discuss the issue and to urge governments to adopt policies that shield young people from the manipulative practices of the tobacco and related industries. On this World No Tobacco Day let us encourage the youth to speak directly to the tobacco companies concerning the deliberate targeting of youths with products that are harmful to their health. Young people around the world recognize the industry’s negative impact on issues they care about: physical and mental health, sustainability, plastics pollution, environmental devastation and climate change, child labour, poverty and inequity. Youth groups around the world should urge their governments to implement measures to prevent tobacco use and nicotine addiction. State funding is also a critical element in the fight to eradicate tobacco and nicotine addiction. In too many instances state agencies are starved of adequate resources to launch and sustain their public education campaigns. Tobacco companies spend billions of dollars on marketing and advertising annually. As a result, governments should also be very careful regarding acceptance of sponsorship from tobacco companies. It is only by working together that governments, public health organizations and civil society will be able to empower our youth and create a world where the next generation is free from the dangers of tobacco and nicotine addiction. The youth are the future. Wayne Campbell is an educator and social commentator with an interest in development policies as they affect culture and or gender issues. waykam@yahoo.com @WayneCamo © #WorldNoTobaccoDay #TobaccoExposed

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