Sweet Poison: WHO Calls for Global Ban on Flavoured Tobacco Products as Africa Faces Rising Youth Addiction
Written By Maxine Ansah
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As the world marks World No Tobacco Day on 30 May 2025, the World Health Organization (WHO) has issued an urgent call for governments to ban all flavoured tobacco and nicotine products. These include not only cigarettes but also pouches, hookahs and e-cigarettes, which are increasingly being marketed with flavours such as menthol, bubble gum and cotton candy.
In a statement from Geneva, the WHO warned that these flavours are masking the harshness of tobacco and turning toxic products into enticing, youth-friendly items. The result is a new wave of addiction among young people, one that threatens to undermine decades of hard-won progress in global tobacco control.
“Flavours are fuelling a new wave of addiction and should be banned,” said Dr Tedros Adhanom Ghebreyesus, WHO Director-General.
“They undermine decades of progress in tobacco control. Without bold action, the global tobacco epidemic, already killing around 8 million people each year, will continue to be driven by addiction dressed up with appealing flavours.”
The new WHO publication, Flavour accessories in tobacco products enhance attractiveness and appeal, details how the industry is using flavour capsules, click-on drops and other accessories to bypass existing regulations and hook new users. While over 50 countries have banned flavoured tobacco and more than 40 have restricted e-cigarette sales, including bans on disposables and flavoured versions, flavour accessories remain largely unregulated.
Countries such as Belgium, Denmark and Lithuania are leading the way in addressing these gaps, and the WHO is urging others to follow suit.
Africa: A Growing Market and a Vulnerable Target
Africa has become an increasingly important target for tobacco companies. With a youthful population and growing urban markets, the continent presents fertile ground for expansion, especially through flavoured nicotine products marketed in vibrant packaging and amplified by social media influencers.
In countries like South Africa, Kenya and Nigeria, health officials are raising the alarm about the sharp rise in the use of e-cigarettes and nicotine pouches among teenagers. These products are often sold in sweet or fruity flavours, such as gummy bear, mango blast and cola, making them more appealing to younger users.
“We are watching a generation get hooked on nicotine through gummy bear-flavoured pouches and rainbow-coloured vapes,” said Dr Rüdiger Krech, WHO Director of Health Promotion. “This is not innovation. It is manipulation. And we must stop it.”
According to the Africa Tobacco Control Alliance (ATCA), the lack of comprehensive regulation across the continent has made it easier for the tobacco industry to introduce new, flavoured products that attract non-smokers, particularly among the youth. Many African countries have yet to introduce specific bans on flavours or address the marketing strategies used to promote them.
A Call to Action
The WHO’s 2025 World No Tobacco Day campaign highlights the efforts of governments, youth advocates and civil society leaders who are pushing back against industry interference. It acknowledges the role of activists and policymakers in changing laws, raising awareness and saving lives.
“Tobacco products, including heated tobacco, expose users to cancer-causing chemicals and should be strictly regulated,” the WHO reaffirmed in its statement.
With more than 8 million tobacco-related deaths annually, the urgency is clear. The time for decisive action is now. Flavoured tobacco and nicotine products are not harmless innovations. They are part of a calculated strategy to hook a new generation on addiction.
For Africa, the consequences of inaction could be severe. A surge in youth addiction would place a heavy burden on already strained health systems and undermine public health progress across the continent. By moving quickly to ban flavoured tobacco and nicotine products, African governments can protect future generations and reaffirm their commitment to health and well-being.
As the WHO warns, flavours have no place in a healthy future. The sweet taste of bubble gum and cotton candy may be tempting, but behind them lies a bitter reality of addiction, disease and death.
