By Noko Mashilo
Health advocates, government officials, and civil society organizations gathered at the Protea Hotel in Midrand, Gauteng, to mark World No Tobacco Day 2025 under the theme “Unmasking the Appeal.” The event spotlighted the manipulative strategies used by the tobacco industry to attract new users, especially young people and called for stronger measures to protect public health.
Deputy Minister of Health, Dr. Joe Phaahla, delivered the keynote address, emphasizing the urgent need to strengthen tobacco control in South Africa and shield communities from the ongoing harms of tobacco use. He reaffirmed the government’s commitment to finalizing long-awaited legislation aimed at reducing tobacco’s influence and safeguarding public health.
“The use of tobacco remains the leading cause of preventable illness and death worldwide,” said Dr. Phaahla. “It contributes significantly to the burden of non-communicable diseases such as cancer, heart disease, and respiratory conditions. Despite the progress we’ve made in tobacco control, we are now facing new challenges that demand urgent, united action.”
Dr. Phaahla highlighted South Africa’s early legislative efforts in the 1990s, which played a major role in reducing smoking rates. However, he warned that the landscape has evolved, with the tobacco industry now targeting youth through new products and marketing tactics.
“This year’s theme, Unmasking the Appeal, is about exposing the tobacco industry’s promotional strategies. Our researchers have identified over 2,600 types of e-cigarette liquids, 176 different types of hardware, and more than 230 e-cigarette websites. These are flooding the market, luring young people with attractive flavors and sleek marketing. It’s a calculated effort to perpetuate nicotine addiction for profit,” he said.
Citing WHO findings, Dr. Phaahla stressed that e-cigarettes are not harmless. “Despite being marketed as tools for harm reduction, many of these products carry serious health risks and often lead to dual use of vaping and smoking, undermining any harm reduction narrative the industry promotes.”
He further warned of the rise of vaping among youth, saying it serves as a gateway to lifelong addiction. “What may seem harmless with sweet flavors and appealing designs, ultimately leads many young people to become hardcore cigarette smokers,” he said.
South African schools, he noted, are experiencing alarming rates of vaping. “There is no doubt this is due to the glamorization and heavy advertising. A recent study found that one in five high school learners is currently vaping. In some classrooms, the number is as high as one in three or even one in two learners.”
Dr. Phaahla also pointed out the mental and physical health consequences for young people hooked on nicotine, including anxiety, depression, and poor academic performance. “There is no safe tobacco product. The Department of Health is committed to breaking the cycle. The Tobacco Products and Electronic Delivery Systems Control Bill currently before Parliament is a critical step in regulating all tobacco and nicotine products comprehensively, as many new products are not covered under existing legislation.”
He emphasised the need to close loopholes in advertising regulations and expand smoke-free public spaces. “We aim to regulate the sale and distribution of emerging products and enhance cessation support services to help current users quit and improve their health,” said Dr. Phaahla. He also praised civil society organizations like Show Me Your Number for their role in mobilising public support during the legislative process.
“Every life lost to tobacco is preventable,” he concluded. “Nicotine offers no benefit, it fuels a cycle of harm. We must be prepared to break that cycle and protect the health of all South Africans.”
Shenaaz El-Halabi, representing the World Health Organization (WHO), delivered a message of support, reinforcing the global urgency of tackling the tobacco epidemic and commending South Africa’s efforts.
“Public awareness is one of the most powerful tools we have,” said El-Halabi. “We must ensure that every South African understands how harmful tobacco and nicotine products are. They destroy health, break families, and steal futures. The tobacco pandemic is not only sustained by ignorance, but also by deliberate misinformation. That’s why awareness, education, and evidence-based policies are key to defeating it.”
El-Halabi applauded South Africa for its progress, particularly in closing legal loopholes and regulating emerging tobacco products. “The industry will continue to work behind the scenes to prevent comprehensive legislation. We must stay ahead of them to ensure strong policies are passed.”
She also emphasized the importance of strengthening cessation services in public clinics, schools, and communities. “We’re facing an industry that markets poison as pleasure and it’s targeting our youth. Tobacco is not a lifestyle, it’s a trap. Let us unmask the appeal, tell the truth, and protect our youth. Together, we can build a tobacco-free South Africa where every child has the right to grow up healthy and free from addiction,” she said.
