Mothers Unite on ‘World No Tobacco Day’ to Protect Children from Vaping Industry’s Tactics

In line with the World Health Organization’s (WHO) World No Tobacco Day 2024 theme of “Protecting Children from Tobacco Industry Interference,” Mothers Against Vaping organized an event titled “Saving the Next Generation from New-Age Addictions” at the Indian International Centre in New Delhi. This event saw mothers from different backgrounds come together to protect children from the global tobacco industry’s interference.

Special guests at the event included actress and politician Kushboo Sundar, a member of the BJP National Executive Committee and the National Commission for Women, and author and columnist Kishwar Desai. They joined Mothers Against Vaping in their mission. Other notable supporters of the cause include sports icons Baichung Bhutia, Deepa Malik, and Neha Dhupia. Their involvement highlights the seriousness of the vaping crisis among children.

During the event, Mothers Against Vaping introduced a 4-point agenda to counteract five alleged strategies used by the global tobacco industry to target children with new-age devices like e-cigarettes.

Alleged Strategies by the Tobacco Industry:

1. Focus on New-Age Devices: The tobacco industry is allegedly focusing on electronic devices because children, being digital natives, easily adopt them. A WHO report titled “Hooking the Next Generation” discusses these tactics targeting children.
2. Spreading Misinformation: The industry allegedly spreads misinformation that e-cigarettes are less harmful than traditional tobacco. However, health experts assert that e-cigarettes pose significant health risks, including lung and cardiovascular issues.
3. Hooking Children Early: It’s alleged that the industry targets children early with non-nicotine products featuring enticing flavors like bubble gum or candyfloss, later transitioning them to nicotine-based products.
4. Digital Marketing: The industry allegedly uses digital marketing to make these devices appear cool and desirable to children, using social media, online ads, and influencers.
5. Smuggling to Counter Regulations: To bypass regulations, the industry allegedly uses smuggling routes, ensuring the widespread availability of vaping products.

4-Point Agenda by Mothers Against Vaping:

1. Educating Stakeholders: Launching educational campaigns for mothers, teachers, policymakers, and children about the harmful effects of nicotine in new devices and their potential as gateways to more harmful substances.
2. Providing Information About Health Hazards: Doctors and healthcare professionals should dispel myths and provide accurate information about the health risks of vaping.

“There is a concerning lack of awareness among children, teenagers and even their parents regarding the risks associated with new-age vaping devices. Many mistakenly believe that vaping involves only harmless vapours with pleasant flavours. It is crucial to educate them about the reality: these vapours contain harmful chemicals that can lead to serious lung diseases,” said Dr. Rajesh Gupta, Additional Director of Pulmonology & Critical Care at Fortis Healthcare Noida.

• Utilizing Digital Marketing Tools: Using the same digital marketing tools to promote messages about valuing health and rejecting gateway devices. Campaigns should engage children, mothers, and teachers, urging policymakers to enforce stricter laws against these marketing tools.
• Urging Policymakers to Address Smuggling: Encouraging policymakers to combat smuggling and reduce the availability of vaping products to children.

The event featured a pledge ceremony led by Deepa Malik, Padma Shri, Khel Ratna & Arjuna Awardee, and a prominent member of Mothers Against Vaping.

“This pledge is crucial. I am deeply troubled to see how our children are being lured by the tactics of device manufacturers, risking lifelong addictions not just to nicotine but to even more dangerous substances. It is heart-breaking to witness children engaging in such activities when there are much more engaging activities like sports which they can participate in and move towards a bright future and Fit India in a healthy manner. We must organize more events like this and raise awareness about this pressing issue affecting our children,” said Deepa Malik.

Kushboo Sundar emphasized the dangerous impact of vaping on children:

“As a nation, we are making great strides, towards securing a bright future for our children. However, we must confront pressing issues that plague their present reality, such as the alarming prevalence of New Age Gateway Devices like e-cigarettes and vapes. It is deeply troubling to see how manufacturers of such devices are targeting our children with the intention of creating their future customer base with these enticingly sleek and sophisticated products.

“Apart from the dangerous health risks posed to our children and youth due to the usage of these products, it also jeopardizes their future career prospects and also hinders their potential contributions to our nation’s growth and development. To secure the future of our nation we need to also secure the future of our children. It is highly critical that we make all efforts to remove the usage of these illegal and banned devices from our society. I fully support Mothers Against Vaping in their mission to remove the influence of these addictive devices from the lives of our children,” Kushboo added.

Kishwar Desai spoke on the influence of electronic devices on children:

“With sleek electronic devices captivating children’s attention nowadays, they are often drawn to try them out—whether to appear cool, satisfy curiosity or as a means to express themselves. But this is a dangerous road. As mothers, citizens and thought leaders, it is our duty to hold up a mirror to them and convey that this road only leads to disaster and a life unfulfilled.”

Despite government efforts, unscrupulous elements continue to find new ways to target children. Therefore, there is a need to strengthen enforcement frameworks and increase penalties against perpetrators.