Geneva – On World No Tobacco Day, the World Health Organization (WHO) has released a new publication and issued an urgent call to governments worldwide to ban all flavors in tobacco and nicotine products, including cigarettes, pouches, hookahs, and e-cigarettes. This measure aims to protect young people from the dangers of addiction and disease.
The organization highlights that flavors such as menthol, bubble gum, and cotton candy effectively mask the harshness of these products, transforming them into appealing, youth-targeted bait and making it more difficult for users to quit, while also being linked to severe lung diseases.
Dr. Tedros Adhanom Ghebreyesus, Director-General of WHO, stated that “Flavours are fuelling a new wave of addiction, and should be banned,” underscoring that these additives undermine decades of progress in tobacco control. He warned that without decisive action, the global tobacco epidemic, which currently accounts for approximately 8 million deaths annually, will continue to be driven by addiction masked by appealing flavors.
The new publication, “Flavour accessories in tobacco products enhance attractiveness and appeal,” details how flavors and accessories like capsule filters and click-on drops are marketed to circumvent regulations and attract new users.
Currently, over 50 countries have banned flavored tobacco, and more than 40 countries prohibit e-cigarette sales, with some specifically banning disposables or e-cigarette flavors. However, flavor accessories largely remain unregulated. Countries such as Belgium, Denmark, and Lithuania have already implemented bans, and the WHO urges other nations to follow suit.
Flavors are identified as a primary reason for young people initiating tobacco and nicotine product use. Coupled with flashy packaging and social media marketing, they have significantly increased the appeal of nicotine pouches, heated tobacco, and disposable vapes, turning them into addictive and harmful products aggressively targeting youth.
Dr. Rüdiger Krech, WHO Director of Health Promotion, emphasized, “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.” The WHO reiterates that all tobacco products, including heated tobacco products, expose users to cancer-causing chemicals and necessitate strict regulation.
The 2025 World No Tobacco Day campaign honors governments, youth activists, and civil society leaders who are actively resisting industry interference, with Dr. Krech acknowledging their efforts as “changing policy and saving lives.” With around 8 million tobacco-related deaths each year, the WHO stresses that immediate action is crucial, asserting that flavors and the industries employing them have no place in a healthy future.
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