The Health Protection Agency (HPA) has called upon the entire society to unite in protecting both present and future generations from the devastating effects of tobacco, as the world observes World No Tobacco Day on 31 May.
This year's observance carries particular significance as the World Health Organization has selected "Unmasking the appeal – countering nicotine and tobacco addiction" as its central theme, aiming to spotlight the deceptive practices employed by tobacco and nicotine industries to recruit new generations of users, particularly children and adolescents.
According to the HPA, the primary objective of this year's campaign is to expose the elaborate schemes orchestrated by tobacco and nicotine corporations to reformulate their products and cultivate a new wave of addiction among impressionable youth. These efforts represent a direct challenge to the robust tobacco control measures that have been implemented globally in recent years, threatening to undermine the substantial progress that public health advocates have achieved in reducing tobacco consumption.
The agency emphasised that awareness-building about these industry tactics, coupled with the advocacy for stronger protective policies, remains essential in curbing the spread of tobacco dependency among young populations.
Despite considerable advancements in tobacco reduction strategies over the past decade, the tobacco industry has demonstrated remarkable resilience in adapting its approaches to circumvent regulatory frameworks. The introduction of so-called "innovative" products, including electronic cigarettes and nicotine pouches, has created new pathways for addiction, sparking legitimate concerns that the hard-won gains in public health protection could be rapidly eroded. This strategic repositioning of traditional tobacco products under the guise of modern alternatives represents a profound challenge that requires sustained vigilance from health authorities and policymakers alike.
Global statistics paint a troubling picture of youth engagement with tobacco products. Data indicates that around 40 million children between the ages of 13 and 15 are currently using various forms of tobacco worldwide. Among this vulnerable population, 20 million children have taken up cigarette smoking, while more than 15 million have adopted e-cigarettes or vaping devices. Particularly alarming is the finding that children are 9 percent more likely to engage in vaping than adults, suggesting that these newer nicotine delivery systems hold particular appeal for younger users.
In the Maldives context, while vaping devices remain legally banned and imported items are systematically destroyed by authorities, the persistent attempts to circumvent these restrictions underscore the need for continued vigilance.
The HPA has articulated an ambitious vision for World No Tobacco Day—to expose the fraudulent practices of the tobacco industry and foster coordinated action at both national and international levels to safeguard future generations from tobacco and nicotine addiction. Agency officials described these efforts as critical components of a broader societal commitment to constructing a future free from tobacco and nicotine dependence, requiring collaboration between government institutions, civil society organisations, and citizens themselves.
On the domestic front, the Maldives has made meaningful progress in supporting citizens who wish to break free from tobacco addiction. According to the HPA, more than 200 people successfully quit smoking last year with the assistance of specialized cessation clinics, while thousands more received treatment through these facilities. By 2025, the cumulative number of individuals who had successfully stopped smoking reached 225, with 187 of these success stories occurring in the capital Male' and 68 in the atolls. During this period, a total of 1,045 individuals underwent cessation treatment, comprising 982 men and 63 women, with more than 580 receiving care in Male' alone.
The government has established a comprehensive network of cessation services to ensure that those seeking to overcome tobacco dependency can access appropriate medical support without difficulty. These services are now available at four centres in the Male' region and across all healthcare facilities in the provinces under the purview of the Public Health Department. Treatment protocols follow the National Tobacco Cessation Tool Kit, incorporating thorough assessment of individuals seeking to quit, diagnosis of tobacco addiction severity, specialised counseling, behavioural modification strategies, provision of nicotine replacement therapy, and relapse prevention support. Designated cessation clinics have been established at IGMH, Hulhumale' Hospital, Dharumavantha Hospital, and ADK Hospital to ensure widespread accessibility.
Health officials have noted the paradoxical nature of the current situation, observing that while the government continues to implement stringent measures against tobacco, a substantial number of citizens express genuine desire to quit. The agency disclosed troubling data regarding the youngest age of smoking initiation in the Maldives, which stands at just 8 years old, highlighting the urgent need for preventive interventions targeting very young children.