The World Health Organization (WHO) has revealed the central theme for World No Tobacco Day 2026: "Unmasking the appeal – countering nicotine and tobacco addiction." This year’s campaign will focus on exposing how the tobacco and nicotine industries are reshaping their offerings in order to attract younger users—particularly children and teens—while dodging stricter global control policies.

Despite years of advancement in reducing tobacco consumption, industry tactics continue to adapt. Companies are heavily promoting novel nicotine products such as vapes, nicotine pouches, and lab-made nicotine devices under the pretense of innovation. These efforts, however, aim to preserve and expand addiction among new users, threatening to undermine significant achievements in public health and tobacco regulation.

Alarming statistics paint a concerning picture: approximately 40 million youths between the ages of 13 and 15 around the world currently use some form of tobacco. Of these, 20 million smoke cigarettes, and 10 million use smokeless tobacco products. Moreover, an estimated 15 million adolescents in this age group are already using e-cigarettes, with data showing that children are statistically nine times more likely to vape than adults.

“Youth are being specifically targeted,” said Vinayak M Prasad, Head of the WHO No Tobacco Unit. “Addictive substances are packaged in appealing flavors and sleek designs, boosted by misleading marketing campaigns to make them trendy. This results in a dangerous cycle of dependency that puts years of tobacco control at risk.”

The upcoming 2026 initiative will seek to:

• expose how the industry is using new forms of nicotine—such as synthetic variants and nicotine salts—to enhance dependence while appearing modern and advanced;

• push for tougher legislation to protect young individuals, including banning flavored products, restricting advertisements (especially online), and creating packaging rules that limit appeal; and

• reduce the number of new users by helping youth and the public recognize industry manipulation and offering accessible, science-backed support for quitting.

Continuing the work launched with the 2025 campaign, World No Tobacco Day 2026 reaffirms WHO’s mission to reveal industry schemes and promote policies that protect communities—especially younger populations—from nicotine harm. The organization urges all stakeholders, from governments to non-profits, to tighten enforcement, eliminate regulatory loopholes, and defend the next generation from tobacco dependency.

Observed annually on May 31, World No Tobacco Day brings together officials, health professionals, community leaders, and youth in a collective effort to eradicate the global tobacco threat and ensure a healthier, tobacco- and nicotine-free future.