In a bold move to protect young people from the dangers of tobacco and nicotine addiction, the World Health Organization (WHO) has called on governments worldwide to implement an urgent ban on all flavoured tobacco and nicotine products. This appeal comes as part of the WHO’s global campaign to mark World No Tobacco Day 2025.
The new WHO publication released on Friday exposes how sweet, fruity, and minty flavours — including bubble gum, cotton candy, and menthol — are being used to disguise the harshness of tobacco, turning toxic substances into youth-friendly products. These flavours are increasingly prevalent in items such as cigarettes, e-cigarettes, nicotine pouches, and hookahs, attracting a new generation of users despite decades of progress in tobacco control.
“Flavours are fuelling a new wave of addiction and should be banned,” said Dr Tedros Adhanom Ghebreyesus, Director-General of the WHO. “They undermine decades of progress in tobacco control. Without bold action, the global tobacco epidemic, already killing around 8 million people each year, will continue to be driven by addiction dressed up with appealing flavours.”
A New Threat: Addiction Hidden Behind Flavours
The WHO warns that flavours are now a leading reason why young people experiment with tobacco and nicotine. Far from being harmless, these additives are not only making products more palatable but also increasing the risk of addiction and long-term health consequences, particularly among teenagers and young adults.
The organization highlighted how tobacco companies are deliberately targeting young consumers through flashy packaging, candy-like names, and aggressive social media marketing. The rise of sweet-flavoured vapes and pouches has created an alarming trend that health experts say is deliberately designed to bypass traditional tobacco regulations and hook youth on nicotine early.
“We are watching a generation get hooked on nicotine through gummy bear-flavoured pouches and rainbow-coloured vapes,” said Dr Rüdiger Krech, WHO’s Director of Health Promotion. “This isn’t innovation — it’s manipulation. And we must stop it.”
The Health Risks Behind the Sweetness
While flavours may give the illusion of a safer product, medical research has shown that flavoured tobacco and nicotine items are far from harmless. Many are linked to serious respiratory conditions, including lung inflammation and chronic bronchitis. Additionally, flavoured products can be more difficult to quit due to their addictive appeal.
Even traditional cigarettes, which already kill up to half of their users, are increasingly being sold with flavouring agents or with optional flavour capsules in filters — a trend that WHO officials say is deeply concerning.
“These flavours are not there by accident,” Dr Krech explained. “They are engineered to create dependency and to mask the reality of what users are inhaling — toxic substances that cause cancer, heart disease, and respiratory failure.”
Global Tobacco Control Faces a New Challenge
The global fight against tobacco has achieved significant victories over the past two decades, including advertising bans, graphic warning labels, and public smoking restrictions. But the emergence of flavoured nicotine products now threatens to reverse those hard-earned gains.
WHO says unless swift and coordinated action is taken, the tobacco industry will continue to evolve its tactics and lure young users into lifelong addiction — increasing the global burden of disease and overwhelming healthcare systems.
“The tobacco industry thrives on addiction,” said Dr Tedros. “They are constantly reinventing themselves to keep profits high and regulations low. Flavours are their latest weapon, and it is our duty to disarm them.”
WHO’s Recommendations to Governments
As part of its latest publication, WHO is urging governments to take the following actions:
- Implement a comprehensive ban on all flavoured tobacco and nicotine products, including menthol cigarettes, flavoured pouches, vapes, and hookahs.
- Tighten regulations on the marketing and packaging of tobacco and nicotine products to prevent targeting of minors.
- Educate the public, especially young people, about the risks associated with using flavoured tobacco and nicotine products.
- Support cessation programs tailored to youth and those already addicted to nicotine.
- Enforce strict penalties on companies that violate flavour bans or use deceptive marketing tactics.
Public Health Advocates Join the Call
Health professionals and public health advocates across the world have expressed strong support for the WHO’s call to action, saying the time for leniency has passed.
Dr Susan Mba, a public health expert based in Lagos, Nigeria, noted that flavoured products are widely available in local markets and online platforms, often with no age restrictions.
“We see kids as young as 13 walking into kiosks and buying mango-flavoured vapes without any ID checks,” Dr Mba said. “It’s heartbreaking and dangerous. Banning flavours is one of the most effective steps we can take to stop this epidemic before it gets worse.”
A Crossroads in Global Health Policy
World No Tobacco Day, observed annually on May 31, serves as a global reminder of the devastating impact of tobacco use. This year’s theme — focused on protecting youth from tobacco industry manipulation — aims to rally governments, parents, and communities to act decisively.
According to the WHO, the tobacco epidemic remains one of the biggest public health threats the world has ever faced, responsible for the death of more than 8 million people each year, including over 1 million non-smokers exposed to secondhand smoke.
“We cannot let marketing gimmicks undo the progress we’ve made,” Dr Tedros concluded. “This is a battle for the health and future of our young people — and we must not lose.”
As nations reflect on this year’s World No Tobacco Day message, the spotlight is now firmly on government leaders and regulators. Whether they will heed the WHO’s urgent call and move to eliminate flavoured tobacco products remains to be seen — but the stakes, as WHO warns, could not be higher.
