Research shows youths are on average nine times more likely than adults to vape. On the eve of World No Tobacco Day, the writer confronts the alarming rise of nicotine addiction among South Africa's youth. He argues that as the tobacco industry evolves, so must our response to protect future generations.
Every year on World No Tobacco Day (31 May), the world is reminded that tobacco remains one of the leading preventable causes of death. And this year’s theme – ‘Unmasking the appeal: countering nicotine and tobacco addiction’ – could not be more relevant to South Africa’s current moment.
The tobacco and nicotine industry today no longer depends only on cigarettes. It now relies on deception, product engineering, flavours, attractive packaging, social media influencers and carefully crafted “harm reduction” narratives designed to make addiction appear modern, harmless – and even socially desirable.
Behind the glossy packaging and sleek devices lies the same business model: recruiting new users, especially young people, to sustain profits. And South Africa is increasingly becoming a target.
Research from the Africa Centre for Tobacco Industry Monitoring and Policy Research (ATIM) at the University of Pretoria (UP) shows that smoking and vaping among young South Africans aged 16–34 years have increased significantly over the past 15 years. Cigarette smoking prevalence in this age group rose from 15.3% in 2010/11 to 27.3% in 2024/25, while vaping increased dramatically from 0.3% to 11.1% over the same period.
