HPA Warns Against Tobacco Industry Tactics Targeting Maldivian Youth

The Health Protection Agency (HPA) has called for a unified societal effort to protect current and future generations from tobacco addiction, coinciding with World No Tobacco Day on May 31. This year's global campaign, themed "Unmasking the appeal – countering nicotine and tobacco addiction," specifically targets the deceptive marketing strategies used by tobacco corporations to recruit children and adolescents. According to the HPA, tobacco and nicotine industries are increasingly reformulating products to appeal to impressionable youth, threatening to undo years of public health progress. The rise of "innovative" products, such as electronic cigarettes and nicotine pouches, has created new pathways for dependency. While vaping devices remain illegally banned in the Maldives and imports are systematically destroyed, authorities warn that persistent attempts to bypass these laws require constant vigilance. The scale of the challenge is reflected in global data, which shows approximately 40 million children aged 13 to 15 using tobacco products. Of these, 20 million smoke traditional cigarettes, while 15 million use e-cigarettes. Most alarmingly, children are 9 percent more likely than adults to engage in vaping, highlighting the specific appeal of modern nicotine delivery systems. Domestically, the situation presents a stark paradox. While the government maintains stringent controls, health officials revealed that some children in the Maldives begin smoking as early as eight years old. This has underscored the urgent need for preventive interventions targeting very young children. Despite these challenges, the Maldives has seen success in smoking cessation. Last year, over 200 individuals successfully quit smoking through specialized clinics, with a total of 1,045 people receiving treatment. The government has established a comprehensive support network, with cessation services available at IGMH, Hulhumale' Hospital, Dharumavantha Hospital, and ADK Hospital, as well as across provincial healthcare facilities. Following the National Tobacco Cessation Tool Kit, these clinics provide behavioral modification, specialized counseling, and nicotine replacement therapy. The HPA maintains that a tobacco-free future is only possible through coordinated action between government institutions, civil society, and citizens to expose industry fraud and safeguard the youth.