Prof. Dr. Mattiur Rehman
As the world moves forward in addressing evolving public health priorities, Pakistan continues to grapple with tobacco use as a major health and economic burden. Despite two decades of progress—such as the introduction of graphic health warnings and advertising restrictions—tobacco consumption remains alarmingly high. National estimates show that 19% of adults use tobacco, while the growing popularity of vapes, e-cigarettes, and flavored nicotine pouches among youth poses a new and urgent threat.
Pakistan now stands at a crucial juncture in its battle against tobacco and nicotine addiction. With over 160,000 tobacco-related deaths reported annually, the problem has grown more complex with the introduction of products like disposable vapes, e-cigarettes, and nicotine pouches such as Velo. These items are aggressively marketed to young people through fruity flavors, sleek designs, and misleading claims of being “safer alternatives.” According to the “Big Tobacco, Tiny Targets” report by the Society for the Protection of the Rights of the Child (SPARC), such products are deliberately sold near schools, using terms like “smooth,” “cool,” and “light” to lure adolescents.
To counter this alarming trend, the Health Services Academy (HSA) in Islamabad has convened a series of high-level Think Tank meetings. In partnership with the Higher Education Commission (HEC), these meetings brought together public health experts, academics, policymakers, and regulators to support the implementation of HEC’s National Tobacco Control Policy in universities. Vice Chancellors’ Conferences across the country have acknowledged the sharp rise in youth addiction and committed to creating tobacco- and nicotine-free campuses, launching awareness campaigns, and aligning university policies with national health goals.
The upcoming World Conference on Tobacco Control (WCTC), scheduled from June 23–25, 2025 in Ireland, offers Pakistan an opportunity to not just engage but to act. Organized by The Union and supported by Bloomberg Philanthropies, the event will gather global health leaders, researchers, and policymakers to review progress and share best practices in tobacco control. A major highlight will be the launch of the WHO Global Tobacco Epidemic Report 2025, offering countries a benchmark to assess their policies and identify necessary reforms.
For Pakistan, WCTC 2025 is more than just a dialogue—it is a wake-up call. It is a chance to renew commitments under the WHO Framework Convention on Tobacco Control (FCTC) and address regulatory gaps, particularly around emerging nicotine products. With youth addiction on the rise and the tobacco industry adapting its tactics rapidly, this moment demands action.
The choice is stark: either allow our younger generations to fall prey to nicotine addiction through unchecked marketing and policy gaps, or protect them through strong regulation, sustained education, and bold institutional leadership. The time to act is now—before it is too late.