29 May 2025, Cairo, Egypt On 31 May the world will mark World No Tobacco Day 2025 under the banner “Bright Products. Dark Intentions”. This year’s theme sheds light on the tobacco industry’s tactics to lure women and young people into addiction through flavored and colorful products.
Tobacco use is the leading cause of preventable death globally, with the World Health Organization (WHO) Eastern Mediterranean Region bearing a significant burden. The Region has the highest smoking rates among adolescent boys, with countries like Jordan, Lebanon and Egypt ranking among the highest globally. The promotion of new nicotine products, such as e-cigarettes and heated tobacco products, has led to higher dependency rates among vulnerable groups.
Globally, 37 million children aged 13–15 years use tobacco. In the Eastern Mediterranean Region smoking rates in some areas have reached 43% among adolescent boys (aged 13–15 years) and 20% among adolescent girls. The highest prevalence of tobacco use among boys is recorded in the occupied Palestinian territory (West Bank) at 43.3%, followed by Jordan at 33.9% and the Syrian Arab Republic at 31.6%.
The tobacco industry’s promotion of new nicotine products, such as e-cigarettes and heated tobacco products, is particularly concerning. These products often feature flavors and colorful designs that attract women and young people, leading to higher dependency rates. With over 16 000 flavors of e-cigarettes available, it’s no surprise that in some countries 9 out of 10 e-cigarette users are