As World No Tobacco Day 2024 approaches, young people worldwide are gearing up to amplify their voices in the fight against predatory tobacco marketing tactics. With the industry relentlessly targeting the youth demographic, concerns are mounting over the creation of a new generation of addiction for profit.

Youth advocates are calling on governments to take decisive action to shield them from the harmful influence of tobacco advertising and promotion. It's a crucial moment, as children are increasingly falling prey to tobacco products, with e-cigarettes usage among youth surpassing that of adults in all regions. Globally, an alarming 37 million youth aged 13–15 years are estimated to be using tobacco.

In a bid to shed light on the deceptive tactics employed by the tobacco industry, the Global Media Competition has been launched. This competition seeks compelling social media short video reels that unveil the industry's predatory strategies and underscore the importance of effective laws to protect children.

Emphasizing a 'for youth by youth' approach, the competition invites entries from individuals aged 35 and under. It's an opportunity for young voices to be heard, to spark conversations, and to drive meaningful change in the fight against tobacco addiction.

As we commemorate World No Tobacco Day this year, let us stand in solidarity with the youth advocates working tirelessly to safeguard the health and well-being of future generations. Together, we can create a world free from the clutches of tobacco addiction and ensure a brighter, healthier future for all.