In a World No Tobacco Day message shared on his official X account today, President Dr Mohamed Muizzu called on Maldivians to join collective efforts to unmask the appeal of tobacco and nicotine products.

In his post, President Dr Muizzu emphasised that recent tobacco control reforms should be seen not as restrictions but as vital steps towards safeguarding the nation’s health and future.

Reflecting the theme of the World Health Organization’s (WHO) 2025 World No Tobacco Day campaign, “Unmasking the appeal: Exposing industry tactics on tobacco and nicotine products,” the President highlighted the importance of recognising and confronting the strategies tobacco companies use to make harmful products attractive – especially to young people.

These tactics include glamorised marketing with sleek designs, vibrant colours and enticing flavours, as well as packaging that mimics sweets or cartoon characters to target children. Additives and coolants are also employed to smooth the harshness of tobacco and nicotine, making it easier to start using and harder to quit.

President Dr Muizzu reiterated the Government’s firm commitment to preventive healthcare, pointing to the 2024 ban on vaping and the recent ratification of the Second Amendment to the Tobacco Control Act. This amendment introduces a generational ban on tobacco products, prohibiting their sale to anyone born on or after January 1, 2007.

This policy supports the broader goals championed by the WHO to protect young people and promote a healthier, tobacco-free generation, including restricting flavours, tightening advertising rules, and regulating product designs to reduce the appeal of tobacco products.