On the occasion of World No Tobacco Day, the World Health Organization (WHO) has issued a strong call to governments around the globe: ban all flavoured tobacco and nicotine products—from cigarettes and hookahs to pouches and e-cigarettes—in an urgent effort to shield young people from addiction and related health risks.

Flavours: A Gateway to Addiction

In a statement released Saturday, the Geneva-based UN health agency emphasized that flavoured tobacco and nicotine products are not only toxic and addictive—but often more dangerous than their unflavoured counterparts. Flavours such as menthol, bubble gum, and cotton candy disguise the harshness of nicotine, making it more appealing to youth and first-time users.

“Flavours are masking toxic products, turning them into youth-friendly bait,” the WHO said.

A Growing Threat Despite Progress

While decades of tobacco control efforts have helped reduce overall smoking rates, flavoured nicotine products are undermining these gains, luring in a new generation of users, WHO warned. This is happening at a time when tobacco remains one of the world’s leading causes of preventable death, responsible for approximately 8 million deaths each year.

One of WHO’s most pressing concerns is how these products are marketed to young people—through bright packaging, sweet flavour labels, and targeted social media content that bypasses traditional advertising restrictions.

Impact on Young Minds

Scientific research cited by WHO reveals that sweet and fruity flavours stimulate reward centres in the adolescent brain, increasing the likelihood of experimentation and long-term dependence. Furthermore, this type of marketing dulls the effectiveness of health warnings, making it harder for young users to grasp the risks.

“These tactics are creating a new generation of nicotine users who may never have considered smoking otherwise,” WHO warned.

A Policy-Backed Call to Action

The WHO’s push aligns with its Framework Convention on Tobacco Control (FCTC)—a landmark global health treaty signed in 2003. Specifically, Articles 9 and 10 of the FCTC mandate signatories to regulate ingredients in tobacco products, including flavourings, and to ensure full disclosure of their contents.

To help governments take action, WHO has released new fact sheets outlining the harmful effects of flavoured products and offering guidance on implementing effective bans.

Final Message: Protect Future Generations

As part of its campaign theme—“Protecting children from tobacco industry interference”—WHO’s latest initiative underscores a critical truth: young people are the primary targets of a billion-dollar industry built on addiction. Banning flavoured products, the organization says, is a necessary step toward preventing millions from becoming the next victims.