Urgent action is needed to ban flavoured tobacco, nicotine products that are increasingly being disguised as safer alternatives and deliberately targeted at children and adolescents, said the World Health Organization (WHO) on May 30, ahead of World No Tobacco Day. 

World No Tobacco Day is observed every year on May 31. The theme this year "Bright products. Dark intentions. Unmasking the Appeal" sheds light on the concealed risks of tobacco products that are made to look attractive through enticing flavours, eye-catching packaging, influencer endorsements on social media, and misleading health claims.

The WHO called on governments to urgently ban all flavours in tobacco and nicotine products, including cigarettes, pouches, hookahs, and e-cigarettes, to protect youth from addiction and disease.