Nine times more at risk than adults: New tobacco products luring children, warn experts

Children are up to nine times more likely than adults to be attracted to new tobacco and nicotine products making them the primary targets of industry marketing strategies leading public health experts warned on World No Tobacco Day on SundayThe experts said the tobacco and nicotine industry is increasingly using flavours sleek designs digital promotion and other tactics to make its products appealing to young people raising concerns about a new generation becoming addicted to nicotineThe warning comes as the world marks this years World No Tobacco Day under the theme Unmasking the Appeal Countering Nicotine and Tobacco Addiction which focuses on exposing the tactics and strategies used to make tobacco and nicotine products appear attractive particularly to childrenDr Shalini Singh Director of ICMRNational Institute of Cancer Prevention and Research NICPR said tobacco and nicotine often focus their marketing efforts on children and young adults as most users start consuming such products during adolescence or early adulthoodThat is why the marketing tactics are designed to create curiosity experimentation and eventually addiction she said on Sunday during a webinar organised by Tobacco Free India a citizens initiativeShe said the challenge today extends beyond traditional tobacco products and includes newer nicotine products that are often perceived as less harmful and risky than they actually areFormer Chief of the National Cancer Institute in Delhi Dr Alok Thakar said tobacco continues to impose a heavy burden on Indias health systemAs oncologists we witness the consequences of tobacco use every day Many tobaccorelated cancers are preventable yet thousands of families continue to suffer because addiction often begins at a young age he saidIn a separate development the World Health Organization WHO announced the World No Tobacco Day Award 2026 for the ICMRNational Institute of Cancer Prevention and Research NICPR in recognition of its contribution to tobacco control and cancer prevention The award is among the highest recognitions conferred by the WHO in the field of tobacco controlDescribing the recognition as an encouragement for the wider tobacco control community Dr Singh said It reinforces the importance of sustained efforts in research awareness policy support and public engagement India has made important progress but the tobacco and nicotine landscape continues to evolve and requires continued vigilanceDr Thakar cautioned that many people continue to underestimate the risks associated with smokeless tobacco productsIn India a significant proportion of oral cancer cases are linked to products such as gutkha khaini and similar forms of smokeless tobacco The packaging may change and the marketing may evolve but the health consequences remain serious he saidFormer NCERT Director Professor JbS Rajput said the issue should be viewed not only as a health challenge but also as an educational and social concernThe WHO finding that children are nine times more likely to be attracted to new tobacco and nicotine products is a wakeup call for society We cannot leave this battle to the health authorities alone Schools parents and communities have a critical role in helping children recognise manipulation resist peer pressure and make informed choices he saidAccording to the WHO at least 40 million children aged 1315 years worldwide currently use at least one tobacco product In contrast over 15 million adolescents in the same age group already use ecigarettes In countries with available data children are on average nine times more likely than adults to vapeWhile India took a major step by banning ecigarettes in 2019 experts noted that concerns remain regarding illegal access online sales channels and social media content that may continue to expose young people to nicotine products and related promotional messagesThe appeal is carefully constructed Young people often see only the attractive side of the product and not the addiction and health consequences that follow Dr Singh saidRajput said parents and teachers must become active partners in prevention efforts When children develop confidence critical thinking and a strong value system they are better equipped to resist harmful influences he saidAccording to government and public health estimates tobacco use causes nearly 135 million deaths in India every year Studies have estimated the economic burden attributable to tobacco use at more than Rs 177 lakh crore annually reflecting healthcare costs as well as productivity lossesDr Thakar emphasised that prevention remains the most effective strategy for reducing the burden of tobaccorelated diseasesThe most successful cancer treatment is the cancer that never develops Every child protected from tobacco addiction today represents a healthier future for India he saidThe webinar was moderated by health communicator Mukesh Kejriwal and brought together experts from the fields of public health cancer prevention and education to discuss the challenges posed by tobacco and nicotine addiction among children and youthThis story has been sourced from a third party syndicated feed agencies Midday accepts no responsibility or liability for its dependability trustworthiness reliability and data of the text Midday managementmiddaycom reserves the sole right to alter delete or remove without notice the content in its absolute discretion for any reason whatsoever