Flavours increase tobacco’s appeal, especially among teens, sparking rising addiction rates globally. E-cigarettes, heated tobacco, and nicotine pouches are sold in enticing flavours, luring youth into early use, says WHO.
The WHO says flavours are a key reason many children begin using nicotine and tobacco products.
New flavour accessories like click-on capsules and flavoured filter tips help users add taste to unflavoured tobacco. These products let companies sidestep regulations banning flavoured tobacco and e-cigarette liquids.
They’re sold online with minimal or no age checks and flashy, youth-driven marketing strategies.
FLAVOURS UNDERMINE PUBLIC HEALTH POLICIES
“These flavours fuel addiction and reverse decades of public health progress,” said Dr. Tedros, WHO Director-General.
Despite strong tobacco control policies in place, flavour accessories are mostly unregulated worldwide. WHO stresses they must be banned to preserve the gains made in tobacco control.
Global Regulations Still Lagging Behind
Over 50 countries ban flavoured tobacco products. Forty nations restrict e-cigarette sales.
Seven specifically prohibit flavoured e-cigarettes.
Yet most governments have not regulated flavour accessories.
Packaging mimics candy. Vapes come in rainbow colours. Youth-friendly ads on social media increase the product’s appeal and normalize nicotine use among minors. WHO says it’s a deliberate marketing tactic disguised as innovation—but it’s dangerous manipulation.
CHEMICAL RISK AND CANCER EXPOSURE STILL HIGH
Heated tobacco and flavoured e-cigarettes still expose users to cancer-causing chemicals, WHO warns. Despite flavours masking the harshness of nicotine, the long-term health risks remain lethal.
All nicotine products should be strictly regulated to avoid long-term health damage.
WORLD NO TOBACCO DAY 2025: CELEBRATING RESISTANCE
The 2025 World No Tobacco Day campaign honors nations and youth advocates confronting tobacco industry tactics.
“You are changing policy and saving lives,” said WHO’s Dr. Rüdiger Krech to campaigners.
Countries like Belgium and Lithuania are setting examples by regulating accessories that evade bans.
TIME FOR BOLD POLICY, GLOBAL ACTION
WHO urges nations to act immediately and ban flavour accessories across all nicotine product categories. With 8 million tobacco-related deaths annually, WHO says bold regulation is needed to protect future generations.
“Flavours have no place in a healthy future,” WHO declares in its 2025 policy brief.
Flavours aren’t harmless fun—they are hooks designed to start lifelong addictions in children.
WHO warns that unless governments act now, these products will continue to drive a global addiction crisis.
The battle for tobacco control is not over. With bold regulation, a smoke-free generation is still possible.
