Department of Sports, Taipei City Government

The theme for the World Health Organization (WHO)’s 2026 tobacco control initiative is “Unmasking the Appeal – Countering Nicotine and Tobacco Addiction.” On the eve of World No Tobacco Day on May 31, WHO released a public awareness video titled “Don’t Be Fooled by Flavours[HY1] ” and unveiled a new comic that likens emerging tobacco products to a “nightmare roommate” as a way of engaging young people. In collaboration with the John Tung Foundation and youth representatives, the Taipei City Department of Health advocated for aligning Taiwan’s tobacco control measures with international standards and called on the public to stay away from the “nightmare roommate” that is emerging tobacco products.
 

Huang Chien-hua, Commissioner of the Taipei City Department of Health, pointed out that according to the WHO’s latest data, adolescents are the primary target group of tobacco companies; 15 million adolescents aged 13–15 worldwide use e-cigarettes; in some countries, the rate of e-cigarette use among children is nine times that of adults; and adolescents who use e-cigarettes are three to eight times more likely to become cigarette smokers. In the face of seductive marketing and the rapid growth of emerging tobacco products such as e-cigarettes, the best defense and countermeasure is to ensure that young people have access to the same information as the WHO, recognize the true nature of tobacco companies, and fundamentally strengthen their self-control against temptation.

Lin Ching-li, Director of the Tobacco Hazard Prevention Center at the John Tung Foundation, stated that the WHO has directly identified the three most common tactics tobacco companies use to market to young people: 1. Seductive marketing: using online advertising, influencer endorsements, social media recommendations, and sponsorship of sporting, music, and other events to attract and target young people. 2. Trendy devices: Designing tobacco products and packaging to resemble cute and eye-catching toys, candy, cartoon characters, or fashionable, tech-inspired USB devices. 3. Flavored tobacco products: Adding flavorings such as fruit, candy, and menthol that can be tasted or smelled to make products more appealing and easier on the senses, thereby encouraging continued use, accelerating addiction, and reducing both the willingness and likelihood of quitting.

Dr. Huang Yu-jui of the Department of Psychiatry at the Taipei Medical University Hospital noted that the adolescent brain is in a period of rapid development and does not fully mature until around age 25. The earlier young people are exposed to tobacco products, the more likely they are to develop dependence and nicotine addiction. Nicotine exerts neurotoxic effects on the brain’s prefrontal cortex, disrupting adolescents’ cognitive development, executive functioning, and inhibitory control. It can impair attention, learning, emotional regulation, and impulse control, while also causing permanent damage to brain structure and function.

Li Yu-han, a student in the Graduate Institute of Social Work at National Taiwan Normal University and Executive Director of Action Alliance on Basic Education Youth, remarked that WHO’s shift from emphasizing “exposing the appeal of tobacco products” to campaigns on “don’t be seduced by flavored tobacco products” and “don’t let tobacco products control your life” offers a valuable model. She suggested that the government move beyond traditional messaging focused solely on the harms of smoking and instead align with WHO’s focus on “revealing the true face of tobacco companies” and “countering tobacco addiction,” thereby helping young people resist the tobacco industry’s seductive marketing strategies.

Chiang Kuan-hsun, a professional actor studying at the Graduate Institute of Theatre Performance and Playwriting at Taipei National University of the Arts, stated that WHO’s latest “Don’t Be Fooled by Flavours[HY2] ” video clearly exposes the truth behind the sweet flavors of e-cigarettes: the vast majority contain highly addictive nicotine, making it easy for users to become dependent and hard for them to quit. In addition, toxic chemicals produced when e-cigarettes are heated can penetrate deep into the body and directly damage the lungs and heart.

Volunteer Li Ming-yi said that emerging tobacco products feature fashionable designs and snazzy appearances, lack the traditional smell of tobacco smoke, and are available in tens of thousands of sweet flavors, leading young people to believe that they are “not really that dangerous.” In the face of tobacco companies’ pervasive and seductive marketing across online communities, parents should help their children develop self-confidence and sound judgment. Only by never taking that first puff can young people preserve their freedom and avoid the difficult struggle of overcoming tobacco addiction.

 The Taipei City Department of Health has publicly responded to the theme of WHO’s latest World No Tobacco Day initiative, “Unmasking the Appeal.” In partnership with the John Tung Foundation, it will launch a series of WHO-aligned tobacco hazard prevention posters, public awareness videos, and student quiz-and-prize activities that they can enter by scanning QR codes at the start of the new school year in September. Additionally, in accordance with the Tobacco Hazards Prevention Act, which sets the legal smoking age at 20 and above, the campaign will not only target elementary, junior high, and senior high school students in Taipei’s public and private schools but will also, for the first time, extend to public and private universities within Taipei City. This initiative will ensure that students from elementary school through university have access to comprehensive and accurate information aligned with WHO tobacco hazard prevention efforts.

The Taipei City Department of Health, in collaboration with the Health Promotion Administration and contracted smoking cessation service providers throughout Taipei City, continues to offer a variety of convenient smoking cessation resources. For more information, please visit the Taipei City Department of Health website (https://health.gov.taipei/) and consult the “Tobacco Hazard Prevention” section.