To mark World No Tobacco Day, observed 31 May every year, the Cayman Islands Cancer Society and the National Drug Council are urging everyone to reject the marketing tactics of the tobacco and e-cigarette industries.
The theme for this year’s observance, ‘Bright Products. Dark Intentions. Unmasking the Appeal’, centres on a global campaign, led by the World Health Organization, which “focuses on deceptive marketing tactics used by the tobacco and e-cigarette industries, particularly targeting young people with appealing flavours, packaging, and misleading advertising,” stated a press release issued by the NDC.
In addition, the NDC cited the use of social media influencers who “create the illusion that these products are safe and enjoyable, when in fact they pose significant health risks”.
In ‘unmasking the appeal’, the campaign “calls for these harmful practices to be exposed and urges the public to make informed decisions”, the NDC said in the release.
According to its 2024 Cayman Islands Student Drug Use Survey, the NDC said the rise in e-cigarette use among young people is a growing concern. The survey found that about 15.6% of students first used an e-cigarette by age 13 or younger, with the average age 12.5 years old.
“The global rise in youth use of e-cigarettes highlights how the tobacco industry continues to target younger generations, using tactics designed to create a new generation of nicotine users,” the NDC said in the release.
There are more than 16,000 unique flavours in tobacco and nicotine products, according to WHO, with these flavours often cited as the primary reason young people start using these products.
In addition, data from the NDC’s 2024 drug use survey points to e-cigarettes becoming the second most commonly used substance among students, with 20% of pupils aged 11–18 having tried an e-cigarette in their lifetime.
Dave O’Driscoll, head of operations at the Cayman Islands Cancer Society, on behalf of his organisation and the NDC, said, “The tobacco and e-cigarette industries have long used manipulative tactics to make harmful products seem attractive to young people, all while downplaying the risks. We are only now beginning to realise the true and horrific damage this new wave of e-cigarettes, or vapes, are capable of.”
He added, “World No Tobacco Day is a crucial opportunity to highlight these deceptive marketing practices and raise awareness about the very real health dangers that come with using these products.”
Brenda Watson, NDC director, said in the release, “It’s essential that we expose the manipulative tactics of the tobacco industry and make clear to the public, especially our youth, that there is no such thing as a ‘safe’ tobacco or e-cigarette product. The rise in youth smoking and vaping is alarming, and we must work together to protect our future generations from addiction and its associated harms.”
Prevention Guidelines for a Tobacco-Free Future
To combat the appeal of tobacco and e-cigarette products, the Cayman Islands Cancer Society and the National Drug Council recommend the following preventive measures:
• Tobacco and e-cigarettes: There is no safe level of tobacco or e-cigarette use. If you do not use tobacco products, don’t start. If you do, try to quit today.
• Physical activity: Regular exercise has been proven to reduce the risk of many types of cancer. Aim for 30–90 minutes of moderate-to-vigorous physical activity most days of the week.
• Healthy diet: A diet rich in fresh fruits and vegetables can lower your cancer risk. Limit processed foods and red meat.
• Stress management: While stress may not directly cause cancer, it can lead to unhealthy behaviours that increase cancer risk. Practice stress management techniques such as mindfulness and relaxation.
Where to get help
For those who wish to quit smoking or using e-cigarettes, there are various support programmes and resources available locally:
The Public Health Department’s ‘I Can Quit’ smoking cessation programme: This free programme helps individuals quit tobacco dependency through support from medical professionals, group meetings and medication. The programme is run twice a year in February and June. For more details, visit I Can Quit Smoking.
Freedom from Smoking programme: Sponsored by Health City Cayman Islands, this free programme provides group support and over-the-counter aids like gum and patches to help individuals stop smoking in a positive, non-judgmental environment. The programme is designed to help individuals quit tobacco for good, combining group support with practical tools. For more information, email [email protected].
For more information on quitting tobacco or e-cigarettes and accessing support resources, call the Cayman Islands Cancer Society at 949-7618 or email [email protected].
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