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New Delhi: Despite sustained awareness campaigns on the harmful effects of tobacco, its use continues to rise, prompting renewed concern from public health experts.
On World No Tobacco Day, doctors and researchers issued a stark warning: children and adolescents are now being drawn into nicotine addiction at nearly nine times the rate of adults, largely due to aggressive marketing of new tobacco and nicotine products.
Flavours and Design Fuel Youth Appeal
Public health specialists say the tobacco and nicotine industry is increasingly targeting younger audiences through flavoured products, sleek packaging, digital advertising, and social media promotions.
These strategies, they warn, are designed to make nicotine products appear attractive, harmless, and even trendy.
Dr. Shalini Singh, Director of the Indian Council of Medical Research (ICMR) – National Institute of Cancer Prevention and Research (NICPR), noted during a ‘Tobacco-Free India’ webinar that most users begin experimenting with tobacco in adolescence or early adulthood, making youth the industry’s most vulnerable target group.
Experts caution that such marketing not only encourages curiosity and experimentation but also accelerates long-term dependency on nicotine, particularly among first-time users.
Addiction Often Starts Early
Highlighting clinical realities, Dr. Alok Thakur, former head of the National Cancer Institute in Delhi, said tobacco-related illnesses remain among the most preventable cancers, yet continue to claim thousands of lives due to early-life addiction.
He added that smokeless tobacco products such as gutkha and khaini remain major contributors to oral cancer cases in India, with addiction often beginning at a young age and persisting into adulthood.
Global Scale of the Crisis
According to the World Health Organization (WHO), at least 40 million children aged 13 to 15 currently use tobacco products worldwide. Alarmingly, more than 15 million adolescents in the same age group are already using e-cigarettes.
Public health data also indicates that in countries where statistics are available, children vape on average nine times more frequently than adults, underscoring the growing vulnerability of younger populations.
Emerging Products and Ongoing Concerns
While India banned e-cigarettes in 2019, experts warn that illegal availability, online sales, and exposure through digital media continue to make nicotine products accessible to young users.
They stress that modern tobacco marketing often masks health risks, presenting nicotine products in a glamorous light while downplaying their addictive nature and long-term consequences.
Heavy Health and Economic Burden
Public health estimates suggest tobacco use contributes to approximately 1.35 million deaths annually in India alone. The economic burden is equally severe, with studies placing annual losses from healthcare costs and productivity decline at over Rs 1.77 lakh crore.
Experts conclude that tackling youth nicotine addiction now requires stronger enforcement, tighter digital regulation, and sustained awareness efforts to counter increasingly sophisticated industry marketing.
