PESHAWAR: On the occasion of World No Tobacco Day 2026, the National Alliance for Sustainable Tobacco & Nicotine Control called upon the Government of Pakistan, provincial authorities, policymakers, media, educators, parents, and civil society organizations to take urgent and coordinated action against the growing tactics employed by the tobacco and nicotine industry to target children and youth.
This year’s World No Tobacco Day theme, announced by the World Health Organization “Unmasking the Appeal: Countering Nicotine and Tobacco Addiction” highlights the deceptive strategies used by the tobacco and nicotine industry to attract new users through flavoured products, colourful packaging, influencer marketing, social media campaigns, entertainment platforms, and misleading claims regarding so-called safer alternatives.
The Alliance expressed serious concern over the increasing availability and promotion of e-cigarettes, vapes, nicotine pouches, heated tobacco products, and flavoured nicotine devices in Pakistan, warning that these products are contributing to the emergence of a new generation addicted to nicotine. The Alliance further emphasized that the industry is aggressively targeting adolescents and young people through digital platforms and online spaces where regulatory oversight and monitoring remain weak.
The Alliance stated that tobacco and nicotine addiction continue to pose a major threat to public health, economic productivity, and sustainable development in Pakistan. Every year, thousands of lives are lost due to tobacco-related illnesses, while families continue to face economic hardship resulting from healthcare expenses and productivity losses associated with nicotine addiction and tobacco consumption.
The Alliance urged authorities to strengthen the implementation of tobacco control laws, strictly regulate emerging nicotine products, ban youth-oriented flavours and advertisements, increase taxes on tobacco and nicotine products, strengthen enforcement mechanisms, and ensure the full implementation of Article 5.3 of the WHO Framework Convention on Tobacco Control (FCTC) to safeguard public health policies from tobacco industry interference.
Usman Afridi from Khyber Pakhtunkhwa stated:
“On World No Tobacco Day, we must expose the manipulative tactics being used to normalize nicotine addiction among young people. Protecting children and youth from nicotine dependency should be treated as a national public health priority.”
Ihsan Ali Khosa from Sindh said:
“The tobacco and nicotine industry continues to market addiction under the disguise of innovation and lifestyle. World No Tobacco Day reminds us that strong regulation, public awareness, and collective action are essential to protect future generations from nicotine dependence.”
The National Alliance for Sustainable Tobacco & Nicotine Control reaffirmed its commitment to supporting evidence-based tobacco control measures and advocating for stronger protections for children and youth across Pakistan.
