On 31 May, the world will mark World No Tobacco Day 2025 under the banner “Bright Products. Dark Intentions”. This year's theme sheds light on the tobacco industry's tactics to lure women and young people into addiction through flavored and colorful products.
Tobacco use is the leading cause of preventable death globally, with the World Health Organization (WHO) Eastern Mediterranean Region bearing a significant burden. The Region has the highest smoking rates among adolescent boys, with countries like Jordan, Lebanon, and Egypt ranking among the highest globally. The promotion of new nicotine products, such as e-cigarettes and heated tobacco products, has led to higher dependency rates among vulnerable groups.
Regional Director's message
By strengthening tobacco control measures—like banning flavours, placing graphic health warnings on packaging, restricting advertising, and increasing taxes—we can make a real difference.
Status of tobacco consumption
37 million
Globally, 37 million children aged 13–15 years use tobacco. The Eastern Mediterranean Region has the highest youth smoking rates in the world. An alarming 15 per cent of boys in our Region use tobacco, and the number of boys and girls taking up smoking is rising.
43%
Smoking rates in some areas have reached 43% among adolescent boys (aged 13–15 years) and 20% among adolescent girls. The highest prevalence of tobacco use among boys is recorded in the occupied Palestinian territory (West Bank) at 43%, followed by Jordan at 34% and the Syrian Arab Republic at 32 %.
Health risks
Alarmingly, the gap in tobacco use between men and women is narrowing, with more women and girls taking up smoking, exposing them to health risks such as cervical cancer, osteoporosis, and fertility issues. Meanwhile, the Region already has the highest smoking rates among adolescent boys, underscoring the urgent need for action.
Unmasking the appeal
The tobacco industry aggressively markets products to young people.
The tobacco industry's promotion of new nicotine products, such as e-cigarettes and heated tobacco products, is particularly concerning. These products often feature flavors and colorful designs that attract women and young people, leading to higher dependency rates. With over 16 000 flavors of e-cigarettes available, it's no surprise that in some countries, 9 out of 10 e-cigarette users are drawn to the flavored products that target younger users.
By strengthening tobacco control measures—like banning flavours, placing graphic health warnings on packaging, restricting advertising, and increasing taxes—we can make a real difference.
Act now
Ban tobacco product flavors and attractive designs;
Implement graphic health warnings on packaging;
Restrict advertising and promotion;
Take bold action against the tobacco industry's tactics;
Increase taxes on tobacco products;
Limit/ban the use of flavors and attractive colorful designs for emerging products like e-cigarettes and vapes.
Key messages
The tobacco industry aggressively markets products like e-cigarettes and nicotine pouches to our young people.
Tobacco products are highly addictive and harmful, affecting brain development and leading to lifelong health problems.
Tobacco use is the leading cause of preventable death globally, and a major health challenge in the Eastern Mediterranean Region.
Tobacco use is a significant public health issue globally, with a particularly pronounced burden in the Eastern Mediterranean Region.
The promotion of new nicotine products such as electronic cigarettes (e-cigarettes, also known as vapes) and heated tobacco products (HTPs) often features characteristics designed to appeal to women and young people, including flavours and colourful designs, leading to higher dependency rates in these vulnerable groups.
E-cigarettes are reportedly available in more than 16,000 flavours. National surveys in US and Australia tell us that 9 in 10 e-cigarette users, use a flavoured product that are primarily associated with younger people.
In response to the concerning rise in tobacco use among women and adolescents in the Region, the WHO Regional Office for the Eastern Mediterranean have launched a collaborative initiative that aims to address tobacco use in these specific demographic groups.
The rationale behind combining women and adolescents in this initiative – in addition to their joint targeting by the tobacco industry – is the existence of multiple shared characteristics between the two groups, including specific socioeconomic vulnerabilities and health care needs that are highly relevant to tobacco control.
The gender gap in tobacco use is narrowing, with more women and girls becoming smokers. This shift poses serious health risks unique to women, including increased risks of cervical cancer, osteoporosis, fertility impairment, preterm births and complications from using oral contraceptives while smoking. The EMR has the highest smoking rates among adolescent boys.
We need to work with all stakeholders, led by governments to limit/ban the use of flavours and attractive colourful designs especially for emerging products including, but not limited to, e-cigarettes and vapes.
By strengthening tobacco control measures—like banning flavours, placing graphic health warnings on packaging, restricting advertising, and increasing taxes—we can make a real difference.