2025年世界无菸日主轴：戳破诱惑(unmasking the appeal)
世界卫生组织2024年11月11日宣布，2025年世界卫生组织主轴为「戳破诱惑：揭露菸草与尼古丁产品行销策略(Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products)」，今年的重点为揭露菸草与尼古丁产业为提高其商品吸引力所使用的策略。WHO is pleased to announce the theme for the 2025 World No Tobacco Day (WNTD) campaign: “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products.” This year, the campaign will focus on revealing the tactics that the tobacco and nicotine industries use to make their harmful products seem attractive.
为什么以此为主轴?
Why this theme?
尽管全球菸害防制有显着进展，但菸草与尼古丁产业仍持续调整策略以吸引及维持消费族群，而这些策略削弱公共卫生、并且特别针对易受伤害族群，尤其是青少年。
Despite significant progress in global tobacco control, the tobacco and nicotine industries continue to adapt their strategies to attract and retain consumers. These efforts undermine public health and target vulnerable groups, particularly youth.
透过揭露菸商的策略，世界卫生组织希望能倡导更强力的政策，并使民众更认识该等政策，包括禁止使用让菸草或尼古丁产品更具吸引力之风味等保护公众健康的政策。
By exposing these tactics, WHO seeks to drive awareness, advocate for stronger policies, including a ban on flavours that make tobacco and nicotine products more appealing, and protect public health.
世界卫生组织称之为「明亮的产品，黑暗的意图」。
Bright products. Dark intentions.
菸品、尼古丁及相关产品的吸引力，特别是针对年轻人的部分，为当前公共卫生主要挑战；菸草与尼古丁产业为维护其利益，持续费尽心思增加菸草产品的吸引力、增加风味及其他成分以改变其气味、口味与外观，透过这些添加物与方式以掩盖菸草产品的刺激性，进而改善口感，这些菸草产品具有吸引人的风味，但却潜藏危险；菸商正运用精心设计的产品和欺骗的策略以吸引新世代的使用者、保留原有使用者。
One of the primary public health challenges today is the attractiveness of tobacco, nicotine, and related products, particularly to young audiences. The industry consistently tries to find ways to make these products appealing, adding flavours and other agents that change their smell, taste, or appearance. These additives are designed to mask the harshness of tobacco, thereby increasing its palatability, particularly among young people.
Shameless manipulation of our children, for industry profit.
Every day, tobacco and nicotine industries use carefully engineered products and deceptive tactics to hook a new generation of users and keep existing ones.
Appealing flavours, but hidden dangers.
现况
青少年菸草使用盛行率
全球约有3,700万名13-15岁的儿童使用菸草。
许多国家的青少年电子烟使用盛行率高于成人电子烟使用盛行率。
新型态菸品行销
电子烟、尼古丁袋(nicotine pouches)和加热式菸品的行销内容在社群媒体平台上的浏览量已超过34 亿次。
加味菸与民众使用
许多尼古丁和菸草产品都含有香料(加味)，目前约有1.6万种独特风味。
「风味」常为尝试尼古丁与菸草产品的首要原因。
An estimated 37 million children aged 13-15 years worldwide use tobacco.
In many countries the rate of e-cigarette use of young people exceeds that of adults.
Marketing content promoting e-cigarettes, nicotine pouches and heated tobacco products has been viewed more than 3.4 billion times on social media platforms.
Flavours are found in many nicotine and tobacco products. There are about 16 000 unique flavours.
Flavours are often cited as the number one reason for initiation of nicotine and tobacco products use.
常见的菸商策略包括：
Common tactics include:
1. 魅力行销(glamorized marketing)：运用时尚设计、迷人色彩、诱人口味，透过数码媒体平台与管道，吸引年轻族群。
• Glamorized marketing: Sleek designs, attractive colours, and alluring flavours are strategically used to attract a younger demographic, including through digital media channels.
2. 造成假象的设计(deceptive design)：有些产品会仿造对儿童具吸引力的甜食、糖果，甚至是卡通人物。
• Deceptive designs: Some products mimic sweets, candies, and even cartoon characters—items children naturally find appealing.
3. 清凉剂(凉味剂)或添加物(coolants and additives)：添加后使吸菸体验更顺畅，进而提高持续使用与降低戒菸的可能。
• Coolants and additives: These can make the experience smoother, increasing the likelihood of continued use and reducing the chance of quitting.
透过操纵性的产品设计、诱人的风味和华丽的行销，创造出虚假的安全感，并且诱发渴望，进而诱使(民众)提早开始使用菸品或尼古丁，可能进而成为终生成瘾并影响健康；透过使菸草产品更具有吸引力，菸商不仅可立即扩大消费群体，还可增加戒菸困难度、延长有害物质的暴露。
Manipulative product designs, attractive flavours, and glamourized marketing create a false sense of security and evoke desirability.
These tactics can contribute to early initiation of smoking or nicotine use, with potential lifelong addiction and health consequences. By making these products more attractive, the industry not only boosts their immediate consumer base but also makes quitting harder, prolonging exposure to harmful substances.
Nicotine and tobacco products are highly addictive and designed to sustain use, trapping users in a cycle of dependence. Additives mask the harshness of tobacco, making it easier to start and harder to quit.
2025年世界无菸日的目标
Goals of the 2025 WNTD campaign
1. 提高意识(raise awareness)：让民众知悉菸商如何操作菸草跟尼古丁产品的外观与吸引力。
• Raise awareness: Inform the public on how industry tactics manipulate the appearance and appeal of tobacco and nicotine products.
2. 提倡政策改革(advocate for policy change)：
(1) 禁止会使这些菸草产品更具有吸引力的香味与添加物。
(2) 全面禁止菸草产品广告、促销与赞助，包括数码平台。
(3) 规范菸草产品的设计与包装以降低其吸引力。
(2) 全面禁止菸草产品广告、促销与赞助，包括数码平台。
(3) 规范菸草产品的设计与包装以降低其吸引力。
• Advocate for policy change:
o measures to ban flavours and additives that make these products more appealing;
o complete bans on tobacco advertising, promotion and sponsorship, including on digital platforms; and
o regulation of the design of the products and their packages to make them less appealing.
3. 降低需求(reduce demand)：揭露菸商策略以降低(民众)需求，特别是针对年轻族群，以达最终降低(民众)尼古丁与菸草产品暴露。o complete bans on tobacco advertising, promotion and sponsorship, including on digital platforms; and
o regulation of the design of the products and their packages to make them less appealing.
• Reduce demand: Exposing these tactics aims to reduce demand, particularly among youth, ultimately lowering their exposure to nicotine and tobacco products.
透过揭露菸商的策略，将凸显菸商如何行销，并让民众了解菸草与尼古丁产业如何延续菸草与尼古丁产品的使用，努力推动减少需求策略，强化支持长期公共卫生与承诺，共同创造更健康的未来。
By unmasking these strategies, the campaign will to shine a light on the ways the industry markets addiction, driving demand reduction efforts and supporting long-term public health.
WNTD 2025 provides an opportunity to shine a light on the strategies that perpetuate tobacco and nicotine use, and to reinforce the collective commitment to a healthier future.
让我们团结起来明确表示：「不再有诡计，不再有陷阱」。
Let’s stand together and make it crystal clear: No more tricks, no more traps.
透过严格的规范以移除菸草产品具有吸引力的「糖果外衣」对不让菸草和尼古丁产业用战术欺骗民众、保护现在与未来世代远离伤害非常重要。
No more ‘candy coating’.
Removing the appeal of these products through stricter regulations is essential to protecting current and future generations from harm. Don’t let the tobacco and nicotine industries trick people with their playbook.
例如：
禁止添加风味：让「加味」成为过去。
规范产品设计：减少吸引力、减少上瘾可能、减少毒性、减少伤害。
素面包装：减少吸引力，拯救生命。
禁止广告、促销和赞助：使(民众)看不到菸品相关广告或资讯，进而不去想。
无菸环境：干净的空气是每个人的权利，保护大众。
支持戒菸：打破尼古丁依赖的循环。
增加菸税(捐)：降低可负担性与可及性。
Ban flavours. Make flavours a thing of the past.
Regulate product design. Less appealing. Less addictive. Less toxic. Less harm.
Plain packaging. Reduce appeal, save lives.
Ban advertising, promotion and sponsorship. Out of sight, out of mind.
Tobacco and nicotine-free public places. Clean air is everyone’s right. Protect people.
Support quitting. Break the cycle of nicotine addiction.
Increase taxes. Less affordable. Less accessible.
请加入这个运动，并且采取行动，共同提倡健康的无菸未来。
JOIN THE MOVEMENT: TAKE ACTION.
Join the campaign to raise awareness and advocate for a healthier, tobacco-free future this World No Tobacco Day.
资料来源：
1.World Health Organization. (2024, 11 November 2024). World No Tobacco Day: Unmasking the appeal. https://www.who.int/news/item/11-11-2024-no-tobacco-day-2025--unmasking-the-appeal
2.World Health Organization. (2025, 14 Febuary 2025). World No Tobacco Day: Unmasking the appeal. https://www.who.int/europe/news-room/events/item/2025/05/31/default-calendar/world-no-tobacco-day-2025--unmasking-the-appeal
3.World Health Organization. (2025, 5 April 2025). World No Tobacco Day 2025. https://www.who.int/campaigns/world-no-tobacco-day/2025
