As South Africa marks World No Tobacco Day, the issue of rising nicotine addiction among young people is becoming increasingly urgent.Research from the University of Pretoria shows a significant rise in cigarette smoking and vaping among 16-34-year-olds over the past 15 years, with smoking prevalence jumping from 15.3% to 27.3% and vaping from 0.3% to 11.1%.

The tobacco and nicotine industry has shifted focus from traditional cigarettes to sleek e-cigarettes and flavoured products, often targeting youth through appealing packaging, bubble gum and mango flavours, and social media influencers.These tactics are not public health initiatives but deliberate strategies to recruit new users.

Despite mounting evidence of harm, South Africa's regulatory framework remains slow, with the Tobacco Products and Electronic Delivery Systems Control Bill still stalled.

Experts warn that nicotine impacts brain development, attention, mood regulation, and increases the likelihood of later cigarette use, while e-cigarettes and heated tobacco products are far from harmless.

Immediate action is required, including stricter regulation of flavours, advertising, and packaging, higher taxation, stronger enforcement against illicit trade, and expanded cessation support.Policymakers must resist industry lobbying to prevent further harm to the next generation.