Tobacco and nicotine use among adolescents is a growing concern, with an estimated 37 million children aged 13–15 years using tobacco globally. In many countries, e-cigarette use among adolescents surpasses that of adults. The World Health Organization (WHO) and STOP, a global tobacco industry watchdog, have released a report titled “Hooking the Next Generation,” which sheds light on how the tobacco and nicotine industry designs products, implements marketing campaigns, and shapes policy environments to addict the world’s youth.
TACTICS OF THE TOBACCO AND NICOTINE INDUSTRY
The industry has significantly expanded its range of products to attract young users. Beyond traditional cigarettes, cigarillos, shisha, e-cigarettes, heated tobacco products, and nicotine pouches are available. These products often come in child-friendly flavours and designs. They may be fruity or candy-like flavours, sleek high-tech appearances, and packaging with cartoon characters.
“History is repeating, as the tobacco industry tries to sell the same nicotine to our children in different packaging,” said Dr Tedros Adhanom Ghebreyesus, WHO Director-General. “These industries are actively targeting schools, children and young people with new products that are essentially a candy-flavoured trap. How can they talk about harm reduction when they are marketing these dangerous, highly-addictive products to children?”
AGGRESSIVE MARKETING STRATEGIES
The industry’s marketing tactics are highly sophisticated and multifaceted:
- Targeted Advertising: Products are marketed near schools and displayed at children’s eye levels alongside snacks and sugary drinks.
- Digital Marketing: The use of digital platforms, including social media, streaming services, and gaming platforms, is prevalent. Influencers and celebrities are often enlisted to promote these products.
- Sponsorships: Companies sponsor youth-oriented events, including sports events, concerts, and even school programs.
- Promotional Tactics: Price reductions, “buy one, get one free” offers. The sale of single cigarette sticks make these products affordable for youth. Free samples and branded items are also commonly distributed.
POSITIONING NICOTINE PRODUCTS AS “SAFER” ALTERNATIVES
The industry frequently positions e-cigarettes and other nicotine products as safer alternatives to traditional cigarettes. This narrative can distract policymakers and consumers from the fact that nicotine itself is addictive and harmful, especially to young people. E-cigarettes, for example, are highly addictive and produce toxic substances. They can cause cancer and increase the risk of heart and lung disorders. Moreover, nicotine can affect brain development in young people, potentially leading to learning and anxiety disorders.
“These industries are intentionally designing products and utilizing marketing strategies that appeal directly to children,” said Dr Ruediger Krech, Director, WHO Director of Health Promotion. “The use of child-friendly flavours like cotton candy and bubblegum, combined with sleek and colourful designs that resemble toys, is a blatant attempt to addict young people to these harmful products.”
OPPOSITION TO REGULATION
To sustain and grow their market share, the tobacco and nicotine industries actively oppose regulations that could reduce demand for their products. They fund front groups and engage in corporate social responsibility activities to improve their public image and sway perceptions among youth.
ALARMING UPTAKE OF E-CIGARETTES
Evidence from around the world shows a worrying increase in the use of e-cigarettes among children. In the WHO European Region, 20% of surveyed 15-year-olds reported using e-cigarettes in the past 30 days. This trend indicates the success of the tobacco industry’s tactics in creating a new generation of young people who smoke, vape, or use other nicotine products.
HEALTH RISKS FOR ADOLESCENTS
The health risks associated with e-cigarettes and other nicotine products are substantial. These products not only pose immediate risks such as nicotine addiction but also long-term health issues, including increased susceptibility to heart and lung diseases and potential impacts on mental health and cognitive development.
THE NEED FOR STRONGER REGULATIONS AND PUBLIC AWARENESS
The report “Hooking the Next Generation” underscores the urgent need for stronger regulations to protect youth from the harmful effects of tobacco and nicotine products. Public awareness campaigns are also crucial to educate parents, educators, and young people about the risks associated with these products.
Policymakers, healthcare professionals, and society at large must work together to counteract the tobacco industry’s efforts to target youth. Implementing and enforcing comprehensive tobacco control measures, such as restricting marketing to children, banning flavoured products, and increasing access to smoking cessation programs, are essential steps to safeguard the health and future of the next generation.