Every year on May 31, World No Tobacco Day serves as a global wake-up call to the grave dangers of tobacco consumption. Initiated by the World Health Organization (WHO) in 1987 and formalized in 1988, this day aims to highlight the health risks associated with tobacco use and push for effective policies to reduce its consumption. This year’s theme, “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products,” takes a bold stand against deceptive marketing strategies that present vaping and other nicotine products as “safer” alternatives to traditional tobacco.This narrative, although seductive, is not just misleading—it’s dangerous.Also Read: World No Tobacco Day 2025 ThemeWhy Vaping is Seen as a “Healthier” Substitute?Public health campaigns had, for a while, reason to celebrate. Decades of anti-smoking efforts were showing results, with fewer people lighting up cigarettes. The drop in cigarette smoking was hailed as a victory for preventive healthcare. But the rise of e-cigarettes—sleek, flavored, and aggressively marketed—has reversed some of that progress.Originally touted as a cessation aid or a “less harmful” nicotine delivery method, vaping quickly evolved into a cultural trend, especially among youth. While traditional smoking rates declined, vaping became the most common method of nicotine consumption among adolescents, replacing rather than eliminating tobacco use.“Vaping is not harmless,” warns Dr. Arun Chowdary Kotaru, Head and Senior Consultant of Pulmonology & Sleep Medicine. “Even if it may contain fewer toxic chemicals than traditional cigarettes, it still delivers a cocktail of harmful substances that are anything but safe.”At the heart of both smoking and vaping is nicotine—a highly addictive stimulant that alters brain chemistry. E-cigarettes typically contain this substance, which, according to the Centers for Disease Control and Prevention (CDC), not only fuels addiction but also impairs adolescent brain development.“The teenage brain is still developing until around the age of 25,” explains Dr. Kotaru. “Nicotine interferes with areas responsible for learning, impulse control, and mood regulation. Early exposure can also set the stage for a lifelong struggle with addiction, increasing vulnerability to other substance abuse later in life.”It’s not just youth who are affected. Pregnant women who vape put their unborn children at risk, as nicotine restricts blood flow to the placenta, potentially leading to low birth weight and other complications.What’s in a Vape?Many people assume that switching from cigarettes to vaping means fewer chemicals entering the body. That’s not entirely accurate. While e-cigarettes may contain fewer carcinogens than combustible cigarettes, the aerosol (not vapor) inhaled from vaping devices contains a toxic mix.According to the CDC and corroborated by Dr. Kotaru, this aerosol may include:Heavy metals like lead, nickel, and tinVolatile organic compounds that are linked to cancerFlavoring chemicals, notably diacetyl, associated with “popcorn lung” or bronchiolitis obliteransUltrafine particles that can be inhaled deep into the lungs“Inhaling these substances directly into the lungs introduces not just nicotine, but also numerous potentially carcinogenic and lung-damaging compounds,” Dr. Kotaru adds. “This is not harm reduction—it’s harm diversification.”Are Flavors and Packaging Hooking the Next Generation?One of the most alarming strategies employed by the vaping industry is flavoring. Youth-friendly flavors like mango, cotton candy, and mint make vaping palatable—and appealing—to teenagers and young adults. As of late 2023, over 6,000 vaping products were available in the U.S., many in disposable formats that are brightly colored and easy to conceal.These products are not just accessible—they're marketed with the kind of sophistication once seen in cigarette advertisements from the 1950s and ’60s, before regulation cracked down. The industry's tactics seem designed to normalize vaping, glamorize nicotine, and downplay the risks.Myth of “Harm Reduction” and Dual UseProponents of vaping often cite “harm reduction” as a justification, suggesting that e-cigarettes are a stepping stone to quitting. While this may hold true for a subset of adult smokers under medical guidance, the reality is more complicated.Dual use—where individuals both vape and smoke traditional cigarettes—is increasingly common. This behavior does not reduce harm but rather amplifies exposure to toxic chemicals. According to public health experts, dual users may suffer worse respiratory outcomes compared to those who stick to one method alone.“People assume they're cutting down on cigarettes by vaping,” says Dr. Kotaru. “But in reality, they’re compounding the risk by layering one addiction on top of another.”Campuses across the U.S. are grappling with the rising incidence of vaping among students. Once confined to restrooms and dorm rooms, the use of e-cigarettes has crept into classrooms, cafeterias, and even public events.Behavioral health reports from school districts, such as the 2024 Wood County Youth Behavioral Health Barometer, indicate that vaping is often seen as harmless among teens—a perception that public health advocates are racing to correct. Educational campaigns are now targeting youth directly, enlisting students in peer-led interventions to counteract the flood of misinformation on social media and among friends.“Safer” Doesn’t Mean SafeThe narrative that e-cigarettes are a “safer” alternative to smoking needs to be critically examined and, in many cases, flatly rejected. Public health isn’t a race to the lesser of two evils. It’s a pursuit of well-being grounded in evidence, prevention, and transparency.While vaping may have a role in helping some adult smokers transition away from combustible tobacco under strict supervision, the broad marketing of these devices—especially to youth—is a threat to global health.On this World No Tobacco Day, let’s unmask the illusions, expose the tactics, and recommit to a nicotine-free future. The risks are real. The science is clear. “Safer” isn’t safe—and we should stop pretending otherwise.Dr. Arun Chowdary Kotaru, Head and Senior Consultant, Pulmonology & Sleep Medicine, Artemis Hospitals