Observed every year on 31 May, World No Tobacco Day 2025 centers on the theme “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products.” The World Health Organization (WHO) and partners are spotlighting how tobacco and nicotine industries exploit appealing packaging, sweet flavours, and glamourised advertising to lure youth and conceal the risks of addiction.

An alarming 6 million adolescents in the Western Pacific Region were using tobacco as of 2022. Yet, comprehensive restrictions remain limited—only six countries fully ban tobacco promotion, and flavour regulation is sparse. Among countries that allow e-cigarettes, just three regulate flavours, and only one limits flavours in traditional tobacco products, despite their role in youth addiction.

However, the tide is slowly turning. Nations are beginning to adopt tougher policies. The Lao People’s Democratic Republic has mandated plain packaging, and the Cook Islands have strengthened legal frameworks to close regulatory loopholes. As of April 2025, 11 countries have completely banned e-cigarettes, with Viet Nam, Nauru, and the Cook Islands joining the list recently.

WHO is urging all governments to ban flavours, standardize packaging, raise taxes, and crack down on marketing tactics, while also investing in quit support to curb nicotine dependency and its long-term health costs.

World No Tobacco Day 2025 is a key moment to call out industry manipulation and safeguard future generations from the grip of addiction.