On this occasion of World No Tobacco Day 2025, Vision for Alternative Development (VALD) joins global efforts to expose the tactics of the tobacco industry with their aim of attracting youth through flavored products, sleek packaging and misleading harm reduction claims.

This year’s theme ‘Unmask the Appeal: Exposing Industry Tactics on Tobacco and Nicotine products’, is a timely reminder that behind the glossy marketing of e-cigarettes, nicotine pouches and safer alternatives lies a deliberate strategy to sustain addiction, profits and influence particularly in low and middle-income countries like Ghana.

Tobacco industry is quietly expanding its footprint through:
1. Flavored nicotine products marketed as trendy and harmless
2. Lobbying for acceptance of Tobacco Harm Reduction (THR) strategies
3. Promoting products that keep youth addicted to nicotine.
Recent media narrative promoting THR as a public solution in Ghana are deeply concerning, the industry and its front groups are framing reduced-risked products like vapes and pouches as harm reduction tools. However, VALD’s stances remain the same that is:
1. Nicotine is addictive regardless of the delivery method
2. There is no safe level of tobacco or nicotine use.
3. The push for THR in Ghana is industry driven, profit centered with disregard for public health.
VALD rejects the idea that Ghana should soften its tobacco control approach in the name of harm reduction. The Government of Ghana, Ministry of Health (MOH), Food and Drugs Authority (FDA) must not fall for this rebranded narrative of addiction. VALD urges the government, stakeholders, to ban flavored tobacco and nicotine products, strictly enforce tobacco advertising and age restriction laws, reject any policy influence from the tobacco industry or THR front groups, develop strong in country research and surveillance systems and educate the public about the risks of all forms of tobacco and nicotine products.
The solution is not to swapping one addiction to another, however a clear public health policy that puts people first, rather than profit. Ghana needs a stronger regulation, independent science and research hub and investment in cessation support and not an open door for nicotine rebranding. As we mark World No Tobacco Day, VALD a non-profit and non-governmental organization (NGO) in Ghana calls on policymakers, academia, civil society organization, parents and the media to join efforts to protect the next generation from the deceptive tactics of the tobacco industry. We must unmask the appeal and defend public health.

Signed by:
Mr Issah Ali
Executive Director
Vision for Alternative Development (VALD)
Email: [email protected] / [email protected]
Telephone: +233-(0) 24-405-7950 (0) 30-2936305/(0) 30-222-4217