As the world marks World No Tobacco Day 2025, the World Health Organization (WHO) has sounded the alarm over the increasing use of tobacco and nicotine products among children and adolescents across the African continent.
This year’s theme, “Unmasking the Appeal,” highlights how tobacco companies are deploying manipulative tactics — including flavoured products, stylish packaging, and digital marketing — to attract young users, often masking the health dangers associated with tobacco.
“These strategies present tobacco as glamorous and modern, making it easier for young people to start and harder to quit,” WHO warned in a statement on Saturday.
WHO noted that tobacco remains a leading cause of preventable death globally with over 146,000 deaths recorded annually in the African region due to tobacco-related illnesses. More than 61 million people across the continent currently use tobacco.
Even more alarming is the growing prevalence of tobacco use among adolescents aged 13 to 15, with more than 6% of youths in this age group already using tobacco products.
Health experts emphasize that adolescents are particularly vulnerable to nicotine addiction and its long-term consequences, including impaired brain development, chronic respiratory diseases, cardiovascular conditions, and an increased risk of cancer.
Reinventing Tobacco Control
While many African countries have made progress through tobacco bans, smoke-free public policies, and public health campaigns, WHO notes that the tobacco industry has also evolved its strategies, using digital platforms and attractive product designs to reach younger audiences.
To counter these tactics, WHO is calling for stronger laws and regulations, including:
“A ban on flavoured tobacco products and youth-targeted designs; stricter regulation of digital advertising and sponsorships targeting minors.
“Clear restrictions to prevent packaging that resembles snacks or toys; comprehensive, age-appropriate education on the health risks of tobacco.
“Protecting young people from tobacco is not just a public health goal — it is a moral imperative,” the statement added.
WHO continues to support countries through initiatives such as the Framework Convention on Tobacco Control (FCTC) and the MPOWER policy package. Notably, Mauritius has become the first African country to fully implement WHO’s recommended tobacco control measures.
Still, experts argue that more needs to be done to keep pace with the tobacco industry’s evolving playbook, especially as new nicotine products continue to enter the market.
As governments, educators, families, and communities observe World No Tobacco Day, WHO urges all stakeholders to unite in building a tobacco-free future for Africa’s youth.