Established in 1987 by the World Health Organisation (WHO), World No Tobacco Day is a yearly event usually observed on the 31st of May. This year, 2025, is no different. This year’s World No Tobacco Day theme is Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products. The hashtags for this year are #UnmaskTheAppeal, #TobaccoExposed and #WorldNoTobaccoDay2025.

Smoking refers to inhaling and exhaling the smoke from burning tobacco or other substances. It is a primary method of consuming tobacco and is associated with numerous health risks, including respiratory disease, cardiovascular conditions and various forms of cancer. As of 2022, approximately 20% of adults worldwide were tobacco users, a decline from about 33% in 2000. 

Tobacco use is responsible for over 8 million deaths annually, with more than 7 million resulting from direct tobacco use and about 1.3 million from exposure to second-hand smoke. An estimated 37 million children aged 13–15 are currently using some form of tobacco.

In 2022, about 11.2% of Namibian adults aged 15 and over were smokers. This included 19.2% of men and 4.0% of women. Among Namibian youth aged 13–15, 31.1% reported using tobacco products, with rates of 31.9% for boys and 29.9% for girls. Tobacco use accounts for approximately 4.1% of all deaths in Namibia, equating to over 1,000 smoking-related deaths each year. The economic burden of smoking in Namibia is estimated at over N$ 1.18 billion annually.

Beyond the smoke lies a concealed truth. Picture a realm where the dull pall of tobacco smoke blots out the bright hues of youth; a realm in which the purity of childhood is exploited by companies determined to ensnare the upcoming generation in nicotine addiction. This isn’t a bleak future—it’s the reality we face today.

What is the purpose of the World No Tobacco Day observation this year? World No Tobacco Day 2025 shines a spotlight on the deceptive tactics employed by the tobacco and nicotine industries. This year’s theme, Unmasking the Appeal, aims to reveal how these industries manipulate product designs and marketing strategies to make harmful products attractive, especially to young people. 

Who are the primary targets in this industry? The tobacco and nicotine sectors have adapted their tactics to attract a younger demographic. This group is more impressionable, and has a higher likelihood of becoming lifelong users. With early exposure leading to longer addictions, the industries benefit from greater profits. By incorporating appealing flavours such as candy, fruit and mint to reduce the harshness of tobacco, they create products that are easier for newcomers to enjoy. Additionally, they promote vapes and nicotine pouches which directly cater to youthful tastes.

These industries attract young people by designing appealing products. For instance, they create e-cigarettes which resemble tech gadgets like USB drives and pens, making them easy to conceal from teachers and difficult for parents to notice, as well as products that mimic toys to align with youth aesthetics. Additionally, in today’s digital age, they leverage digital marketing on social media platforms like TikTok, Instagram and YouTube, where younger audiences gather, to glamourise tobacco use. This is often accomplished through influencers and targeted advertisements. Such trendy packaging and influencer-focused designs present nicotine as if it were a stylish accessory. These techniques extend beyond mere marketing; they are strategic efforts aimed at fostering lifelong addiction among young individuals. Occasionally, influencers promote tobacco or vaping lifestyles subtly through sponsorships or discreet brand placements.

Low-income communities are often targetted due to their limited access to health education and services. Industries sponsor youth-focused events such as concerts, sports and pop culture festivals, frequently incorporating subtle product placements. They conduct misinformation campaigns which downplay the health risks associated with vaping, suggesting it as a safer alternative to smoking. 

Additionally, they exploit issues related to stress and mental health, promoting the idea that nicotine can alleviate anxiety, enhance concentration or induce relaxation- a perilous and misleading strategy. Promotions directed at first-time users feature enticing offers such as “try for free”, or “starter kits” adorned with eye-catching branding. 

Women and girls are not left out, as they are targeted with “slim”, “light” or “beauty-branded” products. I have a story close to home to tell. 

I reside in Namibia, and last year, the Oshikoto region celebrated World No Tobacco Day. I was fortunate to be part of the organising committee for this event held in the Tsumeb district. We invited a former tobacco user-turned- youth advocate to deliver a speech aimed at the younger generation, highlighting the reasons to avoid the tobacco habit. He shared how tobacco had imprisoned him, stealing his energy, money, confidence and peace of mind; how it affected his breathing; and how it caused him to lose focus in class. I was surprised by the number of youths already engaged in this vice, many of whom seemed reluctant to break the habit. They found enjoyment and satisfaction in vaping and smoking, overlooking the associated drawbacks. 

These disadvantages can encompass both immediate and long-term health risks such as addiction, cardiovascular problems, oral health issues, hindered lung development and lung cancer. Beyond physical health, we must also consider the effects on mental health. Substance use has been associated with depression and anxiety, fostering cycles of dependency. 

Additionally, there are academic and social ramifications stemming from diminished concentration and memory, involvement with risky peer groups, or behaviours that lead to breaches of school policies and ultimately resulting in suspensions, disciplinary records and potential expulsion. Furthermore, there is a heightened risk of trying out other substances, including alcohol, marijuana or harder drugs (gateway effect). 

Through all of this, there is a ‘Call to Action’. We are called to Be the Change. This call-out is to everyone. Parents and guardians are to engage in open conversations with their children about the dangers of tobacco and nicotine products. 

Educators should incorporate tobacco education into school curricula to inform students early. Youths, use your voice on social media to spread awareness and resist the glamorisation of tobacco use, and policymakers, please implement and enforce laws restricting tobacco products’ marketing and sale to minors.

Let’s emphasise the situation. Despite a global decrease in smoking rates, Namibia has seen a minor rise in smoking prevalence, especially among men. This trend highlights the necessity for improved tobacco control strategies and public health initiatives to reduce tobacco use, along with its related health and economic consequences.

In conclusion, combating tobacco goes beyond personal choices; it involves confronting the systems that sustain addiction. You don’t need to smoke to shine. You don’t require tobacco to feel tough and empowered. You are already sufficient. Strong. Smart. Worthy. Reject tobacco, and embrace freedom. Let’s unite to unveil its allure and imagine a world where the air is cleaner, the youth are healthier, and tobacco’s hold is broken. The call is for everyone. Be the change.

-This article has been shortened.

Dr. Lorenta I. Ojo is a Medical Practitioner/ Public Health Specialist.