World No Tobacco Day is observed each year on 31 May, bringing together governments, health agencies, civil society and communities to raise awareness about the harms of tobacco use and the tactics used by industry to sustain addiction. This year’s global theme, “Unmasking the appeal – countering nicotine and tobacco addiction,” highlights how tobacco and nicotine industries continue to redesign products and marketing strategies to attract new users, especially children and young people.
In Sri Lanka, World Health Organization (WHO) joins national efforts to reaffirm a simple but urgent message: there is no safe form of tobacco or nicotine use, and sustained vigilance is needed to protect hard-won public health gains.
The tobacco and nicotine industry is constantly evolving - using flavours, packaging and social media to attract a new generation. Sri Lanka must stay ahead of these tactics, by updating the national law and taking strong, evidence-based action to protect children and young people from lifelong addiction, urged Dr Rajesh Sambhajirao Pandav, WHO Representative to Sri Lanka.
A global call to action
WHO is calling on governments worldwide to strengthen policies to address all tobacco and nicotine products. Evidence is consistently pointing towards tobacco industry attempts to engineering products to be more appealing, easier to use and harder to quit, particularly for young people.
Globally, at least 40 million adolescents aged 13–15 years are already using tobacco products, while the use of e-cigarettes and emerging products continues to rise. The 2026 campaign therefore emphasizes stronger regulatory measures, including bans on flavours, comprehensive restrictions on advertising and promotion, including digital platforms, and tighter controls on product design and packaging.
These measures are essential to counter a key industry strategy: making harmful and addictive products appear modern, safe or even fashionable.
New products, familiar tactics
In May 2026, WHO released its first global report on nicotine pouches, highlighting how these emerging products are rapidly expanding worldwide. The report notes that nicotine pouches are being aggressively marketed using youth-friendly flavours, sleek packaging and social media promotion.
Crucially, regulations have not kept pace: around 160 countries still have no specific regulations for nicotine pouches. WHO warns that these regulatory gaps allow products to be marketed as “discreet” or “tobacco-free,” while still delivering highly addictive nicotine levels.
These strategies are not new. For decades, the tobacco industry has used similar approaches - flavours, attractive packaging and misleading claims - to normalize use and lower perceptions of risk. What has changed is the scale and reach of digital marketing, which allows these tactics to cross borders instantly and target young people directly.
Tobacco use in Sri Lanka: the current picture
The Global Adult Tobacco Survey (GATS) 2020 in Sri Lanka found that 19.4% of adults aged 15 years and above currently use tobacco in some form, representing around 3.2 million people. Smokeless tobacco (SLT) remains a major concern. National survey data indicate that smokeless products account for a substantial share of tobacco use, with estimates suggesting more than half of tobacco users addicted to smokeless tobacco.
Although cigarette use has declined in recent years, the persistence of smokeless tobacco and informal products highlights the need for comprehensive approaches that address all forms of tobacco use.
Sri Lanka: strong foundations, emerging gaps
Over the past decades, Sri Lanka has made significant progress in reducing tobacco use through strong policies such as taxation, smoke-free laws, health warnings and advertising restrictions.
Sri Lanka has long been recognized as a leader in tobacco control, with comprehensive legislation under the National Authority on Tobacco and Alcohol (NATA) Act. The country has implemented large graphic health warnings, prohibits the sale of smokeless tobacco products and banned electronic cigarettes containing tobacco.
Despite the strengths, smokeless tobacco use goes unabated through cottage industry and informal markets. The sale of newer forms like e-cigarettes continues to find ways, often perpetuated through internet and social media marketing.
With the above challenges persisting, important policy gaps remain. The sale of single cigarette sticks is not yet prohibited under current law, which increases affordability and access, particularly for young people. Plain packaging, a proven measure to reduce product appeal, has also yet to be implemented. Enforcement needs to be strengthened to prohibit illegal sales of all forms of tobacco including e-cigarettes and SLTs.
Given the current trends of smokeless tobacco use, and emerging nicotine products threaten to reverse these gains. By exploiting regulatory loopholes and presenting products as safer alternatives, the industry risks attracting new users who might not otherwise have initiated tobacco use.
To sustain progress for a stronger tobacco control in Sri Lanka, there is a need to update the NATA Act, to ensure that all forms of tobacco and nicotine products, including new and synthetic forms. In addition, loopholes of new era marketing and product promotions need to be curtailed more effectively.
At the same time, enforcement challenges persist, particularly in controlling tobacco products in informal markets.
The way forward for Sri Lanka
In line with the 2026 World No Tobacco Day theme, Sri Lanka has an opportunity to further strengthen its tobacco control efforts by:
- Reviewing and updating national to ensure all tobacco, nicotine and emerging products are covered
- Banning the sale of single cigarette sticks to reduce affordability and access
- Introducing plain packaging to reduce product attractiveness
- Strengthening enforcement, particularly in informal markets to counter SLT and illegal
- Restricting digital marketing and social media promotion
- Integrating cessation support services through PMCUs and Arogya Centres
WHO also highlights the importance of updated national data on tobacco and SLT use. Conducting a new national survey would help assess current patterns of tobacco and nicotine use, identify emerging trends and guide evidence-based policy decisions.
Protecting the next generation
World No Tobacco Day 2026 serves as a reminder that the tobacco epidemic is evolving. While products may change form, becoming more colourful, discreet or technologically advanced, the underlying risks remain the same.
There is no harmless form of tobacco or nicotine. Protecting current and future generations will require continued commitment, stronger policies and effective implementation.
By unmasking the appeal of tobacco and nicotine products, Sri Lanka can build on its progress and safeguard the health and well-being of its people for years to come.