The World Health Organization has announced the theme for World No Tobacco Day 2026, “Unmasking the appeal – countering nicotine and tobacco addiction,” focusing on how the tobacco and nicotine industry continues to target children and adolescents through increasingly attractive and misleading products such as e-cigarettes, nicotine pouches, and synthetic nicotine. The campaign highlights alarming evidence of widespread youth use and aims to expose industry tactics, advocate for stronger policies to reduce product appeal and marketing, and empower young people to resist addiction, reaffirming WHO’s commitment to protecting future generations from the harms of tobacco and nicotine.