Acting WHO Regional Director for Africa, Dr Chikwe Ihekweazu, has called for a ban on flavours and product designs that appeal to young users.

Ihekweazu made the call in a statement released on Saturday on his message on World No Tobacco Day, with the theme: “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products”.

He said, “More must be done to stay ahead of evolving tactics that target young people.

“We must ban flavours and product designs that appeal to young users. Regulate digital advertising and sponsorship on youth platforms.

“We must ensure product packaging does not imitate snacks or toys.

“They drew attention to a growing concern across the African continent: the increasing use of tobacco and nicotine products among our children and adolescents.

“This year’s theme calls for urgent action to protect young people from harmful industry tactics that threaten their health and future.”

According to him, in spite of decades of progress in tobacco control, the industry continues to reinvent its approach, using flavoured products, sleek packaging, and targeted digital marketing to attract new users.

“These strategies mask the dangers of tobacco, presenting it as modern or glamorous, making it easier to start, and harder to stop,” Ihekweazu said.

He said that the consequences were serious.

According to him, no fewer than 146,000 people die from tobacco-related causes in the African Region each year.

“Today, more than 61 million people in the region use tobacco. Especially concerning is the increasing prevalence of use among adolescents aged 13 to 15.

“More than six per cent in this age group are already using tobacco products, many drawn in by misleading designs and messages,” he said.

Ihekweazu said that adolescents were particularly vulnerable.

He said that the developing brain was more susceptible to nicotine addiction and its long-term effects, including impaired cognitive development.

“Early use increases the risk of chronic respiratory diseases, heart conditions and cancer. And for many, quitting becomes an uphill battle,” Ihekweazu said.

According to him, protecting the next generation is both a public health priority and a moral imperative.

“On this World No Tobacco Day, let us recommit to creating a tobacco-free future where every young person in Africa can grow up safe, healthy, and empowered,” he said.