This year's World No Tobacco Day theme is Unmasking the Appeal - Countering Nicotine and Tobacco Addiction. The World Health Organisation (WHO) is calling for everyone to unite under a shared mission to end the tobacco epidemic and secure a tobacco and nicotine-free future for the next generation.
How far we've come, and how the challenge has changed
For decades, Australia has been a world leader of tobacco control. We were the first country to mandate plain packaging and among the world's leaders in restricting tobacco advertising and sponsorship, as well as creating smoke-free public spaces.
But while we eagerly watched smoking rates decline among young people, a new cloud was forming.
For years now, the commercial tobacco and nicotine industry (Big Tobacco) has worked hard to try and convince the public that their business model has changed. Big Tobacco wants people to believe that their new nicotine products are intended for adults as a "healthier alternative" to combustible cigarettes.
But the reality is far more concerning, these products are addicting a new generation to nicotine, replacing the customers the industry is losing due to smoking related disease and death.
The issue for a new generation
In recent years there has been a rapid rise in e-cigarette use (vaping) among young people who are now experiencing multiple health concerns as a result. These include:
- Lung damage
- Poor oral health
- Changes to mental health
- Nicotine addiction
- 'Nic-sick' symptoms (including headspins, vomiting or seizures from vaping too much)
Young Australians aged 12-17 who have vaped are five times more likely to start smoking than those who have not. The earlier a person starts vaping, the greater that risk becomes.
While there is still a long way to go to protect young people from vaping, research from the Generation Vape study is showing early encouraging signs of change among youth aged 14-17.
But Big Tobacco has already adapted.
As attitudes towards vaping begin to shift, the industry is increasing the marketing and availability of new and emerging nicotine products, such as nicotine pouches. Many young Australians are susceptible to future nicotine pouches use.
Nicotine pouches are placed between the lip and gum and deliver nicotine rapidly into the bloodstream.
Some pouches have been found to contain the same amount of nicotine as approximately 20 cigarettes, along with many other harmful chemicals. Like with vapes, young people are particularly sensitive to nicotine as it affects the brain, which is still growing, and they are more likely to become rapidly addicted to nicotine products compared to adults.
Big Tobacco are using a menu of addictive tobacco and nicotine products to attract young people as the next generation of customers and keep them addicted. Expose Tobacco has put together Big Tobacco's Menu of Addiction which shows the nicotine containing products on offer to people and the harmful ingredients in them.
What will be next and what we can do
If history has taught us anything it's that Big Tobacco will adapt. We need to stay alert to new nicotine products and approach each one with the same scrutiny we now apply to cigarettes and vapes.
Big Tobacco are not showing signs of backing down; their business model depends on addiction. Our response must be as responsive as Big Tobacco's product development. This needs to include a focus on regulation and legislation, adequate and continued enforcement, public education campaigns and tailored affordable quit supports.
Cancer Council along with other public health organisations are 'Unmasking Big Tobacco' and calling for transparency, accountability and stronger protections against industry influence, to help protect Australians from the harms of tobacco.
It is only through this comprehensive approach that we will be able to protect young people and future generations from a lifetime of nicotine addiction.
