As the world observes ‘No Tobacco Day’, the World Health Organization (WHO) has called on governments to ban all flavours in tobacco and nicotine products, including cigarettes, pouches, hookahs and e-cigarettes – which are playing an increasing role in hooking young people to tobacco products.

Over 50 countries have banned flavoured tobacco, but manufacturers are getting around it with online sales of various types of flavours that can be added to cigarettes, e-cigarettes and other tobacco products, according to a series of new WHO policy briefs on the issue.

Flavours like menthol, bubble gum and cotton candy are particularly popular amongst youth. And because they mute the harshness of tobacco and nicotine, they make those products more attractive to use.

Paired with flashy packaging and social media-driven marketing, flavours have also increased the appeal to young people of nicotine pouches, heated tobacco, and disposable vapes. Some 8 million people a year die prematurely from tobacco-related deaths.

Different types of flavours are designed and packaged to appeal to young women, children, and other target groups.

“Flavours are fuelling a new wave of addiction, and should be banned,” said Dr Tedros Adhanom Ghebreyesus, Director-General of WHO. “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.”

Flavour accessories remain largely unregulated, WHO notes.

“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 isn’t innovation, it’s manipulation. And we must stop it.”

Image Credits: Chemist 4 U/Flickr, WHO , Arom-Team.com.