"Unmasking the Appeal – Countering Nicotine and Tobacco Addiction"
Campaign Description
Observed annually on 31 May since 1987, this WHO day highlights the health, social, and environmental harms of tobacco and pushes for stronger tobacco control policy, including implementation of decisions from COP11 of the WHO Framework Convention on Tobacco Control.
Theme Focus
WHO's 2026 theme exposes how tobacco and nicotine products (e-cigarettes, nicotine pouches, synthetic nicotine) are deliberately designed with attractive flavors, packaging, and marketing to appeal to children and adolescents, and calls for stronger regulation to reduce that appeal.
Key Priorities
Banning flavored tobacco and nicotine products.
Strengthening clean indoor air laws.
Enforcing strict advertising and marketing restrictions.
Expanding access to smoking cessation programs and quitlines.
Strengthening smoke-free laws and public education.
Protecting children from industry targeting through policy and regulation.
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