Kuala lumpur: Despite various health awareness campaigns conducted every year, the use of nicotine or tobacco products such as vapes, electronic cigarettes, and conventional cigarettes among children and teenagers continues to raise concern. Devices regarded as alternatives to cigarettes are becoming increasingly popular among young people through various appealing flavors and modern designs, raising concerns over whether the country is facing the threat of losing a generation of youths to nicotine addiction.

According to BERNAMA News Agency, Consumers Association of Penang (CAP) education officer N.V. Subbarow said the situation must be taken seriously as the country faces the risk of producing a generation trapped in nicotine addiction at an increasingly young age due to the growing number of children and teenagers using vapes and electronic cigarettes. Having spent more than 40 years at the forefront of the country's anti-smoking campaigns, Subbarow noted that trends show an increase in vape use among students.

In conjunction with World No Tobacco Day 2026, which will be observed tomorrow, Subbarow emphasized the need for Malaysia to take bold action by banning all nicotine products, including cigarettes, vapes, electronic cigarettes, heated tobacco products, and nicotine pouches, to protect the younger generation. He highlighted the theme of World No Tobacco Day 2026, 'Unmasking the Appeal - Countering Nicotine and Tobacco Addition,' as a call to protect youth from nicotine products and ensure a future free from a nicotine-addicted generation.

Subbarow pointed out that CAP has urged the government not to delay action, noting that eight ASEAN member states still maintain bans on the sale and import of electronic smoking devices. Sharing his experience interacting with more than 30,000 smokers and vape users, he expressed concern that many students perceive vaping as safe due to its promotion through fruit flavors and attractive packaging.

He also revealed that information from the Royal Malaysia Police indicated that many seized vapes had been mixed with drugs, posing risks of serious addiction and fatal overdoses. Subbarow commented on this year's World No Tobacco Day theme, stating that it is timely as it exposes industry strategies that attract young consumers using synthetic nicotine, nicotine salts, and analogues.

Global data shows that around 40 million children aged 13 to 15 use tobacco products, with 15 million using electronic cigarettes. Subbarow emphasized the importance of protecting youths from nicotine industry marketing influences and reducing the appeal of such products. He called for governments and health organizations worldwide to ban flavors, tighten restrictions on social media advertising, and regulate product design.

World No Tobacco Day is observed annually on May 31 to raise awareness of the health dangers caused by tobacco use and promote smoke-free environments. In Malaysia, CAP's anti-smoking campaign began 50 years ago under the leadership of former CAP president the late S.M. Mohamed Idris, in collaboration with world anti-smoking expert Dr. Mary Assunta.