By Chantelle Muzanenhamo
On World No Tobacco Day, the World Health Organization (WHO) launched a new publication and issued a strong call to action for governments worldwide to ban all flavours in tobacco and nicotine products.
The organization emphasizes that flavors such as menthol, bubble gum, and cotton candy mask the harshness of these products, making them more appealing and accessible to youth, thereby increasing the risk of addiction and disease.
WHO highlights that flavoured tobacco and nicotine products, including cigarettes, pouches, hookahs, and e-cigarettes, are turning toxic substances into youth-friendly options. These flavors not only make it more difficult for users to quit but have also been linked to serious lung diseases.
Despite ongoing efforts, cigarettes still cause up to half of their users’ deaths, and flavored variants continue to pose a significant public health challenge.
“Flavours are fuelling a new wave of addiction, and should be banned,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,” WHO said.
The WHO’s new publication, titled Flavour accessories in tobacco products, details how flavoured accessories like capsule filters and click-on drops are marketed to circumvent regulations and attract new users.
Currently, more than 50 countries have banned flavoured tobacco, and over 40 countries have banned e-cigarette sales. Specifically, five countries prohibit disposable e-cigarettes, and seven countries ban e-cigarette flavors. However, flavoured accessories remain largely unregulated, allowing continued marketing and sales.
Countries such as Belgium, Denmark, and Lithuania are taking action, and WHO urges other nations to follow suit. Flavourings are a primary reason why young people experiment with tobacco and nicotine, especially when combined with attractive packaging and social media marketing. This has led to an increase in the popularity of nicotine pouches, heated tobacco, and disposable vapes among youth.
“We are watching a generation get hooked on nicotine through gummy bear-flavoured pouches and rainbow-coloured vapes,This isn’t innovation, it’s manipulation. And we must stop it” WHO noted
WHO reaffirmed that all tobacco products, including heated tobacco, contain chemicals that can cause cancer and must be strictly regulated.
The 2025 World No Tobacco Day campaign recognizes the efforts of governments, youth activists, and civil society leaders working to push back against tobacco industry interference.
“Your actions are changing policy and saving lives,” Dr. Krech stated.
With approximately 8 million tobacco-related deaths annually, WHO emphasizes that urgent action is needed. Flavours and the industries behind them have no place in a healthier future.