As the world commemorates World No Tobacco Day, WNTD on May 31, public health advocates have raised concerns over what they describe as a deceptive global campaign known as “World Vape Day”.

They also warned that it serves as a marketing tool designed to promote nicotine addiction under the guise of harm reduction.

A public health advocate with the Corporate Accountability and Public Participation Africa, CAPPA, Robert Egbe, said the campaign lacks recognition from the World Health Organization, WHO, the United Nations, or any reputable international public health institution, arguing that it is primarily aimed at advancing the interests of the tobacco industry.

Egbe noted that while World No Tobacco Day was established by the WHO to highlight the health, social, economic and environmental consequences of tobacco use, World Vape Day seeks to portray vaping products as safer and more innovative alternatives to conventional cigarettes despite growing evidence of associated health risks.

He cited Brazil as a notable example of regulatory caution. According to him, although the country left room for manufacturers to seek approval for electronic smoking devices, including e-cigarettes and heated tobacco products, tobacco companies have failed to provide sufficient scientific evidence proving such products are safe or significantly reduce health risks.

The advocate warned that the global rise in vaping, particularly among children and adolescents, is becoming a major public health concern. According to WHO data referenced in the article, more than 100 million people worldwide now use vaping products, including an estimated 15 million children and adolescents.

He noted that children are reportedly nine times more likely to vape than adults, while at least 15 million teenagers aged between 13 and 15 years currently use vaping products across 123 countries surveyed.

In Nigeria, Egbe said tobacco and nicotine companies have increasingly targeted young consumers through aggressive marketing and product innovation. He referenced a recent CAPPA report which found that at least 573 new and emerging nicotine products are currently being promoted within Nigeria’s retail and digital spaces.

According to him, many of these products are packaged and flavoured in ways that appeal to young people, raising concerns about youth addiction and long-term health implications.

He also pointed to investigations showing that cigarettes, vapes and related nicotine products are being sold to schoolchildren in parts of Abuja despite laws prohibiting sales to minors.

The advocate stressed that tobacco-related illnesses continue to pose significant health challenges in Nigeria, with nearly 30,000 deaths recorded annually, while more than 25,000 children between the ages of 10 and 14 are reported to be daily tobacco users.

Egbe further challenged claims that vaping products contributed significantly to Sweden’s low smoking rates, describing industry-backed campaigns such as “Quit Like Sweden” as misleading.

According to him, Swedish health authorities and cancer organisations attribute the country’s progress primarily to decades of comprehensive tobacco-control measures, including higher tobacco taxes, advertising restrictions, age limits, smoke-free public spaces and access to smoking cessation services.

He argued that emerging nicotine products often serve as gateway substances, increasing the likelihood that young users will eventually transition to conventional cigarettes and become more deeply addicted to nicotine.

The public health advocate noted that concerns over vaping have prompted at least 47 countries worldwide to ban the sale of such products, while several governments continue to strengthen regulations aimed at protecting young people from nicotine addiction.

He added that governments are increasingly pursuing legal action against tobacco companies over the health and economic burden associated with tobacco-related diseases.

In Nigeria, the Federal Government and the governments of Lagos, Ogun, Oyo, Kano and Gombe states are currently pursuing legal claims reportedly valued at over ₦10 trillion against British American Tobacco over allegations relating to the manufacture and marketing of tobacco products.

Egbe called on governments, health institutions and citizens to remain vigilant against what he described as attempts by the tobacco industry to rebrand nicotine products through attractive packaging, flavours and social media marketing.

According to him, the theme of this year’s World No Tobacco Day, “Unmasking the Appeal: Countering Nicotine and Tobacco Addiction,” serves as a timely reminder that efforts to reduce tobacco use must focus on protecting public health rather than advancing commercial interests.

He maintained that behind the marketing campaigns promoting vaping products lies the same objective that has historically driven the tobacco industry, recruiting new users and sustaining addiction.