Vape appeal needs to be unmasked, not just banned
Summary
As World No Tobacco Day approaches, Malaysia must address the appeal of nicotine products, which are marketed as modern, flavored, and visually attractive to youth. The World Health Organization's 2026 theme, 'Unmask the appeal – countering tobacco and nicotine addiction,' highlights that the problem lies not just in the act of vaping but in the appeal built around the product. Data shows a rise in youth vaping, with many starting before age 14, suggesting they are not necessarily moving away from nicotine despite quitting traditional cigarettes. The appeal is often social, with fruity flavors, bright colors, and social media visibility making vaping seem like a lifestyle accessory rather than a threat. Youth are influenced by peer pressure, curiosity, and digital marketing, not just individual discipline. While laws like the Tobacco Control Products for Public Health Act 2024 are important, they are insufficient without public understanding of how marketing and digital culture shape perceptions. Effective strategies include closer risk communication, media and marketing literacy, family conversations that go beyond punishment, and stricter enforcement against online promotion. Ultimately, the goal is to help young people understand how risky products are made to look light, stylish, and normal.
(Source：Free Malaysia Today)
