The fight against the "trap" of new-generation tobacco products.

This year, for World No Tobacco Day (May 31st), the World Health Organization continues to choose the theme "Unmasking the False Appeal - Taking Action to Combat Nicotine and Tobacco Addiction" to warn about the deceptive practices of new generation tobacco products.

The WHO is calling for measures to support young people in quitting e-cigarettes. Photo: Reuters.

The campaign's message emphasizes protecting young people from the risk of nicotine addiction; it also calls on countries to tighten the enforcement of tobacco harm prevention policies in the context of new generation products now being " fashioned " to conceal their addictive nature.

Unmasking the facade

There's a thought-provoking truth right now: fewer people globally smoke, but nicotine is more pervasive than ever before. According to the latest report from the World Health Organization (WHO), the number of tobacco users worldwide is projected to decrease from 1.38 billion in 2000 to approximately 1.2 billion in 2024. Since 2010 alone, the number of tobacco users has decreased by about 120 million, equivalent to a 27% reduction.

At first glance, this might seem like a major victory for global public health, but behind these positive numbers lies an alarming reality: the tobacco industry has never given up, it has only changed its approach to consumers with more sophisticated marketing strategies.

It's easy to see that traditional cigarettes, once associated with strong smoke and warning images on every pack, created a direct sense of fear. Now, the new generation of nicotine is undergoing a more spectacular "rebirth": smaller, more aromatic, and sleeker.

For teenagers growing up in an age of visuals, speed, and personalization, new nicotine products are designed to cater to that mindset: they're as compact as a USB drive, brightly colored, and sweetly fruity. From advertising language to marketing imagery, everything is geared towards the feeling of being "less harmful," "cleaner," and "more fashionable." The WHO calls this the process of concealing the addictive nature of tobacco products through design and experience.

For the first time, the WHO has released global estimates of e-cigarette use, with over 100 million people using them worldwide , including at least 15 million who are just 13-15 years old. In many countries with available data, teenagers are nine times more likely to use e-cigarettes than adults. On the WHO website, expert Etienne Krug warns that e-cigarettes are creating a “new wave of nicotine addiction,” potentially destroying decades of progress in global tobacco control.

Towards a “nicotine-free generation”

The fight against tobacco is now far more complex than before, due to the sophistication of the tobacco industry's marketing strategies, as well as changes in popular culture and modern consumer psychology. That is why many countries are beginning to react more aggressively.

According to the Global Tobacco Industry Intervention Index 2025, many countries have intensified practical and effective measures to collectively break this nicotine addiction cycle.

According to STOP, Ethiopia and Finland rejected "social responsibility" initiatives from tobacco companies seeking to enhance their image; Palau and Maldives banned e-cigarettes to prevent young people from accessing nicotine; Uruguay reinstated its ban on heated tobacco products in 2025; and Hong Kong (China) completely banned e-cigarettes and heated tobacco products, while tightening regulations on flavored tobacco products.

Most notably, the Maldives is the first country to successfully implement a generational smoking ban. From 2025, those born after 2007 will not only be prohibited from buying but also from using tobacco products, marking a tough step to completely sever the connection between the younger generation and tobacco from the very beginning.

Similarly, in April 2026, the UK passed a bill on tobacco and e-cigarettes, which stipulates a permanent ban on tobacco for anyone born after January 1, 2009, aiming to create a smoke-free generation.

Despite the challenges ahead, the WHO believes the world has a great opportunity to create a “nicotine-free generation” if countries act more decisively and in a coordinated manner.

Through this year's campaign, the organization is calling on countries to continue tightening regulations on e-cigarettes and new nicotine products, strengthening enforcement of advertising bans, expanding smoke-free spaces, and supporting smoking cessation. In particular, young people cannot become a "new growth market" for the nicotine industry.

Therefore, the most important issue in the current fight against tobacco is not just whether or not to ban a specific product, but the ability to keep society, especially young people, alert enough to clearly recognize and avoid the trap disguised under the attractive appearance of new generation tobacco products.

Source: https://baodanang.vn/cuoc-chien-chong-cai-bay-cua-thuoc-la-the-he-moi-3338628.html