World No Tobacco Day 2025 | Theme: “Unmasking the Appeal”

Every year on May 31, the world takes a moment to recognize just how deadly tobacco still is—and why we need to keep fighting back. This year’s World No Tobacco Day theme, “Unmasking the Appeal,” does exactly that: it pulls the curtain back on how the tobacco and nicotine industry keeps luring people in, especially young people.

Despite all we now know about the dangers of tobacco, these companies are still finding new, sneaky ways to make their products seem cool, safe, or even healthy. But the truth? Behind the shiny packaging lies a harsh reality—addiction, disease, and death.

How Tobacco Still Hooks the Young

Tobacco is still one of the top causes of preventable deaths worldwide. According to the World Health Organization (WHO), it kills more than 8 million people each year—including 1.3 million non-smokers exposed to secondhand smoke. In the United States alone, 480,000 people die annually because of cigarette smoking.

While cigarette smoking is declining in some countries, there’s been a sharp rise in the use of e-cigarettes, nicotine pouches, and heated tobacco products. These are often marketed as “safer” options—but they still contain highly addictive nicotine and other harmful chemicals. What’s worse, they’re especially risky for young people, whose brains are still developing.

Behind the Hype: What’s Really Going On?

The industry has changed its playbook. Gone are the old billboards and movie star ads. Today’s tactics are slicker, subtler—and often, even more dangerous.

1. Sweet Flavors, Sour Consequences

Fruity, minty, and dessert-like flavors are a major trick. With more than 16,000 flavors out there, many taste like candy or soda. These flavors mask the harshness of tobacco, making it easier to start and harder to stop.

2. Style Over Substance

Nicotine products now look like stylish gadgets or beauty kits—some even resemble USB drives. Influencers glam them up on social media, creating a false image that nicotine is trendy, harmless, or even “healthy.”

3. Addicted by Design

Many devices use lights, buzzes, and even mobile apps to keep users hooked. They’re engineered to make you want more—pushing people deeper into addiction, especially young users.

The Myth of “Harm Reduction”

Tobacco companies often promote newer nicotine products as tools to reduce harm. While switching from smoking to vaping might cut down some toxins, this messaging often hides the real aim: keeping people addicted.

Research shows that many young people who start vaping eventually move on to smoking. That’s not harm reduction—that’s addiction redirection.

It’s Time to Unmask the Lies

This World No Tobacco Day, we must call out the industry’s tactics and take bold steps:

• Ban flavored nicotine products, especially those that target children.
• Tighten rules on social media marketing and influencer promotion.
• Teach young people how the industry manipulates emotions and behavior.
• Support quit programs that are inclusive, accessible, and culturally relevant.

You have a role to play. Share accurate information. Speak up for stronger tobacco control. Let’s break the illusion that nicotine is harmless fun.

Let’s replace marketing tricks with real truth—and make health the new cool.