Every year, on World No Tobacco Day (WNTD), the global community comes together to raise awareness about the harmful effects of tobacco use. For 2025, the World Health Organization (WHO) has chosen the theme “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products.” This important campaign will focus on revealing the deceptive tactics used by the tobacco and nicotine industries to make their products more attractive, particularly to young people.
Why This Theme Matters to Us in Botswana
In Botswana, as in many other parts of the world, tobacco consumption remains a serious public health issue. Youth are particularly vulnerable to the appeal of smoking and other nicotine products, which are often marketed in ways that seem harmless or even cool. The tobacco industry’s strategies to attract young people are diverse and insidious, involving product designs, flavours, and marketing strategies that make smoking seem appealing and accessible.
The global tobacco industry uses several tactics to make tobacco and nicotine products more attractive:
- Flavoured Products: Flavours such as mint, fruit, and vanilla are added to tobacco and vaping products to make them smoother and more palatable, especially to young users. These flavours mask the harshness of tobacco and nicotine, making it easier for newcomers to try and become addicted to these products.
- Glamorized Marketing: Through eye-catching designs, attractive colours, and influencer promotions, tobacco and nicotine products are often portrayed as stylish, cool, or rebellious. This messaging appeals directly to younger audiences who may see these products as a way to fit in or appear trendy.
- Deceptive Product Designs: Some tobacco products are designed to resemble candy, sweets, or even popular cartoon characters, which naturally appeal to children and teens. This trickery draws younger individuals into trying products they may otherwise avoid.
- Additives and Coolants: Certain chemicals and additives, like menthol, are used to make the products smoother and easier to use, reducing the likelihood of discomfort and increasing the chance of continued use.
The Harmful Consequences
By masking the negative effects of tobacco use, these tactics make it easier for individuals, particularly young people, to begin using tobacco products. Once hooked, it becomes harder to quit, and the long-term health risks—including lung cancer, heart disease, and respiratory illnesses—become inevitable. Tobacco use also puts a strain on our healthcare system, leading to higher treatment costs for preventable diseases.
The Goals for World No Tobacco Day 2025
The 2025 World No Tobacco Day campaign aims to:
- Raise Awareness: Inform the public, especially the youth, about the tactics the tobacco industry uses to make their products look appealing and safe.
- Advocate for Policy Change: The campaign will push for stronger regulations, including:
- Banning flavours and additives that make tobacco and nicotine products more appealing.
- Implementing comprehensive bans on tobacco advertising, promotion, and sponsorship—especially on digital platforms.
- Regulating product designs and packaging to make them less attractive to young people.
- Reduce Demand: By exposing these industry tactics, we aim to reduce demand, particularly among youth, and decrease their exposure to harmful nicotine and tobacco products.
How You Can Get Involved
This World No Tobacco Day 2025, we call on all Batswana to join the fight against tobacco use. Here’s how you can help:
- Stay Informed: Educate yourself and others about the dangers of tobacco and nicotine products, and how the industry uses tactics to appeal to young people.
- Support Tobacco Control Policies: Advocate for stronger regulations on tobacco advertising, sponsorship, and product design to protect future generations from the harms of smoking.
- Spread the Word: Share this message with your family, friends, and community to help raise awareness about the true face of tobacco marketing.
Together, we can expose the strategies used to make tobacco products more appealing and work toward a healthier, tobacco-free future for all.
