Dr Chikwe Ihekweazu, Acting WHO Regional Director for Africa, has called for a ban on flavours and product designs that attract young users.
Ihekweazu made the appeal in a statement on Saturday, marking World No Tobacco Day, with this year’s theme “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products”.
“More must be done to stay ahead of the evolving tactics targeting young people.
“We must prohibit flavours and product designs that appeal to youth, regulate digital advertising and sponsorship on platforms popular with young audiences.
“We must also ensure that product packaging does not resemble snacks or toys.
“There is growing concern across the African continent about the rising use of tobacco and nicotine products among children and adolescents.
“This year’s theme calls for urgent action to protect young people from harmful industry tactics that threaten their health and future,” he said.
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Despite decades of progress in tobacco control, Ihekweazu noted that the industry continues to reinvent its methods, using flavoured products, attractive packaging, and targeted digital marketing to lure new users.
“These strategies conceal the dangers of tobacco, presenting it as modern or glamorous, making it easier to start and harder to quit,” he explained.
He highlighted the serious consequences of tobacco use.
Each year, no fewer than 146,000 people die from tobacco-related causes in the African Region.
“Currently, over 61 million people in the region use tobacco. Of particular concern is the increasing prevalence among adolescents aged 13 to 15.
“More than six per cent in this age group are already using tobacco products, many attracted by misleading designs and messages,” he said.
Ihekweazu emphasised that adolescents are especially vulnerable.
The developing brain is more susceptible to nicotine addiction and its long-term effects, including impaired cognitive development.
“Early use increases the risk of chronic respiratory diseases, heart conditions, and cancer. For many, quitting becomes a difficult challenge,” he added.
Protecting the next generation, he said, is both a public health priority and a moral obligation.
“On this World No Tobacco Day, let us renew our commitment to creating a tobacco-free future where every young person in Africa can grow up safe, healthy and empowered,” he concluded.
