On World No Tobacco Day, the World Health Organization (WHO) has made a strong appeal to governments across the globe to ban all flavours in tobacco and nicotine products, including cigarettes, e-cigarettes, hookahs, and nicotine pouches. WHO warns that flavours such as menthol, bubble gum, and cotton candy are making these harmful products more attractive to youth, masking their dangers and fuelling addiction.
These sweet flavours not only make quitting more difficult but are also linked to serious lung diseases. Cigarettes, still responsible for the deaths of up to half of their users, are now being sold with flavour options or accessories that add flavours, making them more appealing and dangerous.
Observed every year on May 31, World No Tobacco Day is a global initiative led by the WHO to raise awareness about the harmful effects of tobacco use and to advocate for effective policies to reduce tobacco consumption. The day serves as a reminder of the millions of lives lost due to tobacco-related illnesses and highlights ongoing efforts to protect current and future generations from its dangers.
The WHO said flavoured tobacco and nicotine products are fuelling a new wave of addiction among youth, undermining years of progress in tobacco control. “Flavours are fuelling a new wave of addiction, and should be banned,” said Dr Tedros Adhanom Ghebreyesus, WHO Director-General. “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.”
The agency also launched a new publication titled Flavour accessories in tobacco products enhance attractiveness and appeal, which highlights how the tobacco industry uses flavour capsules, click-on drops, and eye-catching packaging to sidestep regulations and attract new users. The report calls for urgent global action to close loopholes that allow these products to remain on the market, particularly those targeting younger generations through flashy marketing and social media.
Currently, over 50 countries have banned flavoured tobacco, while more than 40 have banned the sale of e-cigarettes. However, WHO notes that flavour accessories remain largely unregulated, enabling the industry to continue targeting youth. Countries such as Belgium, Denmark, and Lithuania have already taken significant steps to limit the use of flavoured tobacco products.
Dr Rüdiger Krech, WHO Director of Health Promotion, expressed concern over the rising popularity of nicotine products among young people. “We are watching a generation get hooked on nicotine through gummy bear-flavoured pouches and rainbow-coloured vapes,” he said. “This isn’t innovation, it’s manipulation. And we must stop it.”
The 2025 World No Tobacco Day campaign honours the efforts of governments, youth advocates, and civil society leaders who are resisting industry interference. WHO reiterated that all tobacco products, including heated variants, contain cancer-causing chemicals and should be strictly regulated to protect public health.
