The proliferation of new tobacco and nicotine products, coupled with sophisticated marketing strategies that target young people, make it clear – the tobacco industry is desperate to turn today’s youth into tomorrow’s addicts.

Across the Eastern Mediterranean Region young people are being exposed to tobacco and nicotine products in the digital spaces they occupy, and through a vast array of entertainment content. Products are being tailored to appeal to an ever younger demographic, from the design of packaging to the addition of endless novelty flavours. The goal is simple: to capture the attention of young people and convince them that instead of being a threat to health, these products are a part of daily life, fashionable, socially acceptable and harmless. We cannot let the tobacco industry prevail.

Governments across the Region have achieved significant progress in tobacco control over the past 2 decades, protecting millions of people from the harms of tobacco, but these hard-won gains are under threat from the rapidly evolving tobacco and nicotine product landscape.

The dangers are acute. Increasing tobacco and nicotine use among young people risks a future in which millions of adults face addiction, disease and premature death.