World No Tobacco Day 2026

Unmask the appeal – countering tobacco and nicotine addiction

World No Tobacco Day is an opportunity to expose how tobacco and nicotine products are designed, packaged and promoted to appear attractive, while masking the risks of addiction and harm.  

Across the Western Pacific Region, tobacco use remains a major public health challenge, while e-cigarettes and other new nicotine products are creating new risks, especially for young people. Strong leadership, enforcement and protection from industry interference are needed to accelerate progress toward the Region’s 2030 tobacco use reduction target. 

In the Western Pacific Region, World No Tobacco Day 2026 aims to: 

• Unmask the tactics used to make tobacco and nicotine products appealing, especially to young people; 
• Encourage stronger laws, enforcement and regulation of tobacco and nicotine products; 
• Reinforce the need to protect public health policies from tobacco and related industry interference; 
• Support people who want to quit tobacco and nicotine use; and 
• Celebrate country, city and institutional champions advancing tobacco control across the Region. 

Regional priorities 

• Protecting young people from tobacco and nicotine addiction – Banning or strictly regulating e-cigarettes and other new and emerging products, as part of comprehensive tobacco control measures. 
• Making policy work through stronger enforcement – Closing implementation gaps in smoke-free policies, packaging and labelling, and advertising, promotion and sponsorship bans. 
• Protecting public health policies from industry interference – Strengthening transparency, accountability and safeguards in line with the WHO Framework Convention on Tobacco Control Article 5.3. 
• Accelerating progress toward 2030 – Supporting countries and areas to strengthen high-impact tobacco control measures to achieve the regional tobacco use reduction target. 

Key messages 

• Tobacco and nicotine products are designed to appeal, addict and retain users. 
• Flavours, sleek designs, digital marketing and misleading claims can hide the real harms of nicotine and tobacco products. 
• Young people should not be the growth market for nicotine products. 
• Strong laws must be matched with strong enforcement to protect people and communities. 
• Protecting policy from tobacco and related industry interference is essential to effective tobacco control. 
• Quitting is possible, and support can help people break the grip of addiction. 

Take action for tobacco control 

• Governments: Ban or strictly regulate new and emerging tobacco and nicotine products; close loopholes; strengthen enforcement; and protect policies from industry interference. 
• Health workers and partners: Share accurate information, support cessation and help counter misleading claims. 
• Young people and communities: See past the appeal, learn the tactics and seek support to quit or stay nicotine-free.