World No Tobacco Day, marked annually on 31 May, highlights the urgent need to protect current and future generations from the harms of tobacco and nicotine addiction. This year’s theme, “Unmasking the Appeal: Countering Tobacco and Nicotine Addiction”, draws attention to evolving industry tactics that target young people through attractive products, flavours and digital marketing.
Across the South-East Asia Region, tobacco continues to pose a major public health challenge. One in every three tobacco users worldwide lives in this region, while an estimated 11 million adolescents aged 13–15 years are already using tobacco products. Although South-East Asia has achieved some of the steepest declines in tobacco use globally over the past two decades, WHO warns that the rapid rise of e-cigarettes and other emerging nicotine products threatens to reverse decades of progress in tobacco control, particularly among children and young people.
In Thailand, according to Thailand’s 7th National Health Examination Survey (2025), the prevalence of smoking among adults aged more than 15 years gradually declined from 25.3% in 2004 to 18.5% in 2025. While the prevalence of ever-smoking among children aged 10-14 yrs. increased significantly to 8.5%, up from 2.9% in 2020. Additionally, 7.1% of children in this age group have tried e-cigarettes, with 1.6% identified as current users. This situation threatens to reverse decades of progress in tobacco control, particularly among children and young people.
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On 31 May 2026, Thailand marked this year’s World No Tobacco Day through a national event in Bangkok led by General Siva Paramathat, Her Royal Highness Princess Sirivannavari Nariratana Rajakanya’s representative, H.E. Mr Pattana Promphat, Minister of Public Health, Dr Montien Kanasawat, Director-General of the Department of Disease Control, Ministry of Public Health, and Dr Ailan Li, WHO Representative to Thailand, reaffirming Thailand’s longstanding commitment to protecting people from the harms of tobacco and nicotine addiction.
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In her remarks at the event, Dr Ailan Li, WHO Representative to Thailand, emphasized the growing concern over evolving tobacco and nicotine industry tactics targeting young people through e-cigarettes, nicotine pouches and other emerging nicotine products.
"Thailand can lead this effort to protect young generations", said Dr Ailan Li, calling for strong evidence-based measures and sustained action to prevent nicotine addiction among youth.
Thailand has long been recognized as a regional leader in tobacco control. Strong legislation, multisectoral collaboration and sustained public awareness efforts have helped reduce tobacco use and protect communities across the country.
World No Tobacco Day Award 2026
This year, WHO recognizes two awardees from Thailand whose work reflects the importance of both leadership and evidence in advancing tobacco control and protecting future generations.
Leadership in action
From the southern border provinces of Thailand to the national stage, Acting Sub-Lieutenant Trakul Thotham, Inspector-General of the Ministry of Interior, has demonstrated exceptional leadership in tackling tobacco use – even in complex and challenging settings in the deep south of Thailand.
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During his tenure as Governor of Narathiwat Province, he made tobacco control as top provincial priority, mobilising multi-sectoral collaboration across health, education, and local authorities to implement Thailand’s tobacco product control measures.
- Strengthening health systems: All hospitals across 13 districts were directed to provide smokers screening and cessation support.
- Protecting youth: Comprehensive prevention measures were implemented across 204 schools, promoting smoke free environments and awareness of tobacco industry tactics.
- Creating smoke free environments: Policies covered 429 public locations, supported by strict enforcement and monitoring.
- Driving community participation: More than 80 000 citizens joined awareness-raising campaign on e-cigarettes harm and reporting e cigarette law violations — the highest participation nationwide.
Despite operating in a region facing social and security challenges, his inclusive and culturally sensitive approach built strong trust with communities and leaders. Narathiwat Province became a national model for tobacco control, winning prestigious royal awards for tobacco control excellence for three consecutive years from 2023 to 2025.
Today, as Inspector General of the Ministry of Interior, he continues to champion tobacco control across multiple provinces under his responsibility.
Evidence Driving Policy
WHO also recognizes the Tobacco Control Research and Knowledge Management Center (TRC), anon-profit academic organization supported by the Thai Health Promotion Foundation, for its longstanding contribution at the forefront of Thailand’s tobacco control movement, including bridging research, policy, and public awareness.
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Since its establishment in 2005, TRC has helped strengthen evidence-based knowledge and building strong academic and policy networks nationally and globally.
Its achievements reflect both academic excellence and real-world impact:
- Driving policy through research: TRC supports at least 25 research grants annually, with many contributing directly to public policy advocacy.
- Influencing national decisions: Evidence from TRC contributed to key tobacco control policies and measures including strong support for e cigarette bans and parliamentary actions.
- Protecting children and youth: In collaboration with the National Health Commission Office, the five national measures to combat e cigarettes were developed and adopted by the Cabinet in May 2024 and implemented across all ministries and authorities nationwide. These interventions have contributed to a 40% reduction in e cigarette use among youth according to the national survey in 2025.
Through research publications, policy briefs, national conferences, and widespread public campaigns, TRC continues to ensure that scientific evidence translates into policy and action—strengthening implementation of the WHO Framework Convention on Tobacco Control and supporting sustainable tobacco control efforts.
The event also included recognition of contributors and supporters in tobacco control, a youth performance promoting prevention of e-cigarette use among young people, and exhibitions highlighting ongoing tobacco control efforts in Thailand.
A whole-of-society effort to protect future generations
Together, these efforts demonstrate how strong leadership, scientific evidence and multisectoral collaboration not only can help protect communities in Thailand but also offer valuable lessons for countries around the world confronting tobacco and nicotine addiction. On this World No Tobacco Day, we celebrate their unwavering commitment, innovation, and leadership. Their work reminds us that ending the tobacco epidemic requires both strong leadership and strong evidence—and Thailand is leading on both fronts.
Tobacco control remains one of the most effective public health measures to prevent disease, reduce premature deaths and promote healthier communities. Grounded in the WHO Framework Convention on Tobacco Control (WHO FCTC), the world's first public health treaty, WHO remains committed to supporting Thailand and partners in advancing evidence-based tobacco control policies and ensuring a healthier future for all.