Across the World Health Organization (WHO) Western Pacific Region, tobacco and nicotine products are increasingly being designed and promoted in ways that appeal to young people. Attractive flavours, sleek designs and digital marketing are helping to drive the uptake of e-cigarettes and other nicotine products among adolescents, creating new risks for addiction and long-term health harm.
This World No Tobacco Day 2026, WHO is calling for stronger action to “Unmask the appeal – countering tobacco and nicotine addiction”. The campaign exposes how the tobacco and nicotine industry continues to adapt its products and tactics to attract and retain users, particularly children and adolescents.
Honouring tobacco control leadership across the Region
In line with this, governments, health organizations, civil society and youth advocates are taking decisive action to protect people from the harms of tobacco and nicotine products. In recognition of these efforts, five outstanding champions from Cambodia, China, Hong Kong Special Administrative Region (SAR) (China), the Philippines and Viet Nam have received the 2026 World No Tobacco Day Awards in the Western Pacific Region.
Cambodia: His Excellency Touch Chanthy, Permanent Member of the Economic, Social and Cultural Council, Office of the Council of Ministers
His Excellency Touch Chanthy is recognized for sustained leadership in advancing strong tobacco control policies for over 15 years, including by firmly countering tobacco industry interference during policy consultations. He contributed to launching and strengthening Cambodia’s Tobacco Control Law, supporting its passage in 2015 and subsequent regulations. He continues to advocate for stronger measures, including action related to banning e-cigarettes, heated tobacco products and shisha, and strengthening tobacco excise taxation.
China: People’s Government of Shenzhen Municipality
The People’s Government of Shenzhen Municipality in southern China is recognized for its early and comprehensive regulation of tobacco and nicotine products at the city level. In 2014, Shenzhen introduced comprehensive smoke-free legislation that entered into full effect in 2017. In 2019, it became the first major city in mainland China to bring e-cigarettes and other novel nicotine products under smoke-free laws. Through enforcement, public communication and youth-focused measures, the city has strengthened protection for minors and contributed to declining tobacco and e-cigarette use.
Hong Kong SAR (China): Professor Chung-mau Lo, Secretary of Health
Professor Chung-mau Lo is recognized for leading comprehensive, evidence-based tobacco control reforms. Under his leadership, Hong Kong SAR has advanced policies to reduce the attractiveness and availability of tobacco and nicotine products, including plain packaging, bans on flavoured tobacco products, outright prohibition of e-cigarettes and heated tobacco products, expanded smoke-free areas, and strengthened tobacco taxation. These measures form part of a broader strategy to prevent addiction and safeguard public health.
Philippines: City Government of Baguio
The City Government of Baguio is recognized for its sustained leadership in keeping public places free from tobacco and e-cigarette use, and advancing tobacco control at the subnational level. Through consistent enforcement, sustained public education, and partnerships with civil society and academic institutions, Baguio City has reinforced smoke-free norms and increased public awareness of the harms of tobacco and emerging nicotine products.
Viet Nam: Department of Legislation, Ministry of Health; the Health Policy and Strategy Institute; the Poison Control Center of Bach Mai Hospital; the Tobacco Control Fund
A joint award recognizes four institutions in Viet Nam for their coordinated role in advancing tobacco control policy: the Department of Legislation, Ministry of Health; the Health Policy and Strategy Institute; the Poison Control Center of Bach Mai Hospital; and the Tobacco Control Fund. Working across sectors, these institutions contributed to major policy reforms in 2025, including the introduction of a mixed excise tax structure, and supported legislative and regulatory measures to operationalize and strengthen existing bans on e-cigarettes and heated tobacco products. Their collaboration highlights the value of legal expertise, evidence generation and strategic communication in countering industry tactics and protecting youth and future generations.
Critical role of health leadership
“The 2026 World No Tobacco Day awardees from the Western Pacific Region reflect the breadth of action required to counter nicotine and tobacco addiction – from leadership at city and national levels to sustained advocacy and multisectoral collaboration,” said Dr Huong Thi Giang Tran, Director, Division of Health Promotion, Disease Prevention and Control at the WHO Regional Office for the Western Pacific. “Their contributions underscore the critical role of strong, sustained leadership in advancing tobacco control. By setting clear direction, upholding public health interests, and maintaining commitment in the face of evolving industry tactics, these leaders and institutions have driven progress in protecting young people from nicotine and tobacco addiction.”
“As our Region marks World No Tobacco Day 2026, the experiences of our awardees offer practical examples of how leadership at different levels can help unmask the appeal of tobacco and nicotine products, and advance a future in which all people are protected from tobacco and nicotine addiction,” noted Dr Saia Ma’u Piukala, WHO Regional Director for the Western Pacific. “Through sustained commitment and collective action, the vision of a tobacco- and nicotine-free generation is moving ever closer to reality.”
###
Note to Editors:
- World No Tobacco Day is observed annually on 31 May to raise awareness about the dangers of tobacco use, expose the marketing tactics of the tobacco industry, and advocate for effective policies to reduce global consumption.
- The WHO Western Pacific Region accounts for one third of the global tobacco user population – an estimated 428 million adult tobacco users.
- Tobacco use causes over 3 million deaths annually in the Western Pacific, including over half a million non-smokers who die from exposure to second-hand smoke.
- The regional average tobacco use prevalence sits at approximately 22.9%, with rates varying drastically by country, from 8.6% in New Zealand to upwards of 39-40% in countries like Solomon Islands and Papua New Guinea.
- The Western Pacific Region has the highest male smoking prevalence and the lowest female smoking prevalence globally. About half of all adult men in the Region are current smokers (average 43.3%), compared to just 2.5% of adult women.
- Although tobacco use has been declining in the Western Pacific, the pace of reduction (approximately 12% relative reduction between 2010 and 2025) is the slowest of all six WHO regions, making reduction targets difficult to achieve without aggressive policy implementation.
For more information, or to arrange media interviews, contact: