World No Tobacco Day: Protect Youth from the Tobacco Industry
By Communities Energized for Health, a project of ETR | May 30, 2025
World No Tobacco Day (WNTD) is a global awareness event celebrated annually on May 31. It was created by the World Health Organization (WHO) to draw global attention to the commercial tobacco epidemic and the preventable death and disease it causes across generations.
This year’s theme for WNTD is dedicated to unmasking the appeal of the manipulative product designs, attractive flavors, and glamorized marketing used by the tobacco industry to entice young people for profit.
As the industry lobbies against protective public health policies at local, state, and national levels, Communities Energized for Health (CEH), a project of ETR, works to protect youth and communities in California so they can achieve their best health.
How the Tobacco Industry Targets and Addicts Youth
Commercial tobacco companies spend about $8.6 billion each year on marketing efforts, many of which are directly targeted toward youth. Young people are lured to tobacco products with brightly colored packaging and occasional low-price points. In today’s digital age, social media marketing plays a huge role in addicting the next generation of tobacco and nicotine users.
Nearly 95% of youth ages 13-17 use social media, which is why Big Tobacco uses it to advertise tobacco products, control tobacco-related conversations, evade flavored tobacco restrictions, and spread misinformation about nicotine. Marketing content promoting e-cigarettes, nicotine pouches, and heated tobacco products has been viewed more than 3.4 billion times on social media platforms.
Technological advancement in commercial tobacco products has also had an impact. The entry of e-cigarettes within the tobacco industry has led to an increase in use among young people. Not only are these devices more discreet, but they offer a variety of flavors that draw youth in. A study in 2019 found that flavor, particularly fruit flavor, was more likely to motivate young adults 18–24 to initiate vaping compared to adults 35–44.
In Tehama County, these concerns hit close to home. With a smoking rate of 17%, which is well above the state average, youth in this rural North State region face disproportionate exposure to tobacco-related harm.
Ways to Reduce Tobacco and Nicotine Use Among Youth
The tobacco industry continues to evolve and rebrand to maintain a consumer base. While they spend billions of dollars trying to deceive young people into using their addictive products, projects like CEH, local coalitions, volunteers, and the public continuously reject the tobacco industry.
According to a 2019 Truth Initiative® survey, more than 70% of Americans view tobacco, vaping and e-cigarette companies unfavorably and believe regulations on vaping and tobacco are too weak. Heavily funded lobbying efforts that benefit Big Tobacco are a constant struggle, but the following strategies can help combat the tobacco epidemic facing our youth.
- Smokefree policies: The main purpose of smokefree policies is to protect people who don’t smoke from exposure to the 70 + cancer-causing chemicals found in secondhand smoke. However, adopting these policies can also inspire current smokers to reduce the number of times they smoke or quit smoking completely. Young people are less likely to start smoking due to lower visibility of people who smoke, fewer opportunities to smoke alone or with others, and reduced social acceptability of smoking.
- Banning flavors in tobacco: Policies that ban flavored tobacco and nicotine products can reduce the number of young people that initiate use. In 2022, California voters upheld the law via Senate Bill 793 that prohibits tobacco retailers from selling most flavored products. Since the implementation of the law, total e-cigarette sales have declined by 49.6% and flavored e-cigarette sales have declined by 73.2%.
- Take action on behalf of youth while getting them involved: Adults have worked for decades to create a tobacco-free future for young people. Consider volunteering for tobacco prevention initiatives or joining smokefree coalitions managed by your local County Health Department for a healthier community. This can also be an opportunity to partner with youth leaders, so they can educate their peers about the dangers of nicotine and tobacco addiction. Various studies have indicated peer education to be more effective than traditional methods with sensitive subjects like substance abuse.
Unmasking the appeal of the tobacco industry increases the number of people who kick their smoking and nicotine use habits. Each of us can play a role in protecting our youth from the commercial tobacco epidemic at the national or state level.
Local efforts are also underway to champion change. The Tobacco Education and Community Health (TEACH) Coalition, led by the Tehama County Health Services Agency, is actively working to reduce youth exposure to tobacco through education, policy advocacy, and community engagement. Their newsletters and coalition meetings regularly spotlight youth-focused initiatives and invite community members to participate in shaping a tobacco-free future.
The CEH project addresses secondhand smoke exposure where Californians live, work, and play. This preserves their ability to breathe clean air and creates healthier environments for young people to thrive.
Use this WNTD to reflect on the global impact of a world without commercial tobacco and its deceptive industry tactics. Stand with us and others working tirelessly to keep our youth and communities healthy for generations to come.
Resources for Tobacco Prevention
Want more tools for tobacco prevention? Check these out!
Communities Energized for Health (CEH) can work directly with healthcare centers and decision makers to expand smokefree indoor policies and Kick It California’s free tobacco cessation referral system. Learn more on how they can assist you at the CEH webpage.
View Kick It California’s resources. They offer a range of services, from one-on-one Quit Coaching to text programs and self-help materials.
Take a look at the ETR Store. We offer tobacco prevention materials that feature the latest updates on the epidemiology of tobacco-related disease, the prevalence of smoking and other tobacco use, and the risk factors related to tobacco use.
Tobacco Education Clearinghouse of California (TECC), a project of ETR, is a statewide technical assistance (TA) provider that supports the development and distribution of effective educational materials and social media messaging for California Department of Public Health (CDPH) and California Tobacco Prevention Program (CTPP) funded projects at no cost.
Communities Energized for Health (CEH) is a project of ETR that addresses exposure to secondhand smoke in rural areas of Northern California through meaningful partnerships with the communities.
