-Automatic translation

The World Health Organization chooses the theme for World No Tobacco Day, 31 May each year. This year, the day is dedicated to protecting children and young people from the tobacco industry's influence in reaching new consumers with new products, which guarantees a future income for the industry. There is a call for government policies that can protect children and young people from the tobacco industry's targeted methods of attracting new consumers.

Young people and e-cigarettes

Globally, the use of e-cigarettes is higher among young people than among adults. In Canada, the use of e-cigarettes in the age group 16 to 19 doubled between 2017 and 2022, and in the UK, the use of e-cigarettes among young people tripled in three years. In Iceland, the use of e-cigarettes has also been most common among young people. Daily use in Iceland has been stable in recent years, around 7% in the age group 18-34 years.

Advertising and social media

Numerous influencers advertise e-cigarettes with over 16000 flavours on social media. Some brands use cool cartoon characters that appeal to children and young people.

In Iceland, it is forbidden to advertise tobacco and nicotine products that do not have a marketing license as medicine. However, Icelandic laws are bypassed by advertising nicotine pouches with a cartoon character that is not associated with a specific brand, which seems to appeal extremely well to young people.

The use of nicotine pouches has increased rapidly in Iceland in recent years. Daily use among young men in the age group 18-34 years measured 32% last year.

Dr Ruediger Krech, Director of Health Promotion at WHO, encourages all nations to develop policies to protect young people from the tobacco industry's influence.

The Directorate of Health in Iceland has pointed out that nicotine pouches are inexpensive products with little taxation. Raising taxes and, thus, the price of tobacco and tobacco products is one of the most effective ways to reduce the use of tobacco and tobacco products. Raising taxes on these products may greatly affect their use among young people.

Further information
Viðar Jensson, Tobacco Prevention
hafsteinn.v.jensson@landlaeknir.is