WHO Launches “Unmasking the Appeal” Campaign to Tackle Tobacco Industry Tricks

The World Health Organization (WHO) has revealed the theme for the 2025 World No Tobacco Day: “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products.” 

The campaign aims to show how the tobacco and nicotine industries use sweet flavours, bright packaging and social-media hype to attract young people. These tactics make harmful products look fun or harmless. 

According to the WHO, around 37 million children aged 13-15 already use tobacco globally. Flavoured e-cigarettes and nicotine pouches play a major role in fueling new addiction. 

The campaign calls on governments to act fast: ban flavourings, regulate packaging, restrict digital marketing, and stop the industry from trapping the next generation. 

With bold steps, the WHO says we can protect youth, reduce addiction and build a healthier future — but only if we expose and end the clever tricks the industry uses