On World No Tobacco Day, the World Health Organization (WHO) has launched a call for all governments to ban flavoured tobacco and nicotine products. These products, which include items like cigarettes, e-cigarettes, and nicotine pouches, often have appealing flavours such as menthol, bubble gum, and cotton candy. These flavours make the products more attractive to young people, increasing the risk of addiction and serious health issues. The WHO’s Director-General, Dr Tedros Adhanom Ghebreyesus, highlighted that flavours are fuelling a new wave of addiction. Currently, about 37 million children aged 13-15 worldwide use tobacco, and flavours play a significant role in this alarming trend. Research shows that flavoured products are often the first experience with nicotine for many young users. The sweet tastes mask the harshness of tobacco, making it easier to start but much harder to quit. This is particularly concerning as the use of e-cigarettes among young people is now higher than among adults in many countries. WHO statistics indicate that tobacco use contributes to around eight million deaths each year, and flavoured products are undermining decades of progress in tobacco control. Despite some countries banning flavoured tobacco, the industry has found ways to bypass these regulations. They offer flavour accessories such as sprays and filters that can be added to unflavoured products. WHO points out that without robust action, the tobacco epidemic will continue to thrive, especially among youth. Countries like Belgium and Denmark have already taken steps to combat this issue. They have implemented comprehensive bans on tobacco advertising and flavoured products. The WHO urges other nations to follow suit and strengthen their regulations. The WHO Framework Convention on Tobacco Control (FCTC) provides a legal framework for countries to regulate tobacco products and their additives, including flavours. WHO’s latest report emphasizes the urgent need for countries to close loopholes that allow the tobacco industry to exploit regulations. This year’s World No Tobacco Day theme, ‘Unmasking the Appeal,’ aims to expose the deceptive tactics used by the tobacco industry. By raising awareness of these strategies, WHO hopes to foster policy changes that will help reduce tobacco use, particularly among young people. The goal is clear: protect future generations from the dangers of tobacco and nicotine addiction. As we move forward, we must remain vigilant against the tobacco industry’s manipulative tactics. Parents, educators, and policymakers must work together to create environments that support youth in making healthy choices. The fight against tobacco addiction is crucial for public health. By banning flavoured products, we can reduce the appeal of tobacco and nicotine, ultimately saving lives. The time to act is now. We must ensure a healthier future for our children, free from the grips of tobacco addiction.