Need for collective societal action to combat vaping: Poonawalla

BJP national spokesperson Shehzad Poonawalla called for a multi-faceted approach to combat the rising menace of vaping, e-cigarettes, heat-not-burn (HNB) devices and nicotine pouches, which are increasingly targeting India’s youth.

Speaking at the launch of the nationwide ‘Please STOP This’ campaign here, Poonawalla emphasised the need for collective societal action to tackle this public health crisis. The campaign, led by Mothers Against Vaping (MAV), is aimed at raising awareness about the harmful effects of these nicotine products, which have become prevalent among children and adolescents despite being banned in India.

Poonawalla outlined a “4S strategy” to prevent further penetration of these harmful products into the country.

“The whole of ‘Samaj’ or society must step in. While the ‘Sarkar’ or government has implemented stringent laws, it’s critical that enforcement agencies step up efforts to curb this menace,” he explained. “We also need a positive presence on ‘Social Media’ since our children are on social media, and we must counter the negative messaging that portrays vaping as ‘cool’. Lastly, ‘Sports’ is a powerful tool that can keep kids away from addiction. Engaging in healthy activities like gym or running can be as ‘cool’ as vaping,” Poonawalla added.

The campaign also featured the launch of a study conducted by MAV, which uncovered alarming tactics used by multinational tobacco companies to bypass India’s vaping ban. The research highlights how these companies are using deceptive marketing strategies and lobbying efforts to target vulnerable youth population. MAV’s findings exposed 10 key tactics, including using biased research, marketing products as “harm reduction” tools despite evidence suggesting they lead to addiction and exploiting social media influencers to promote these products to young audiences.

Deepa Malik, Padma Shri awardee and an advocate for the campaign, joined Poonawalla in calling for urgent action.

“The study reveals that these companies are using every possible tactic to bypass our laws and attract children to nicotine,” said Malik. “It’s crucial for parents, teachers and all stakeholders to remain vigilant and work together to keep our youth safe from these harmful products,” she said. She stressed the importance of channelling the energy of adolescents into healthier pursuits, such as sports and fitness, to counteract the allure of nicotine addiction.

The campaign’s launch also received support from Mallika Nadda, Chairperson of the Special Olympics Asia Pacific Advisory Council, who expressed concern over the impact of e-cigarettes on children.

“I fully support the efforts of these mothers to secure the future of our children. It’s vital that we raise awareness about the dangers of these devices and debunk the myths that these products are harmless,” Nadda said in a video message.

The event also featured a panel discussion with education experts and psychologists, who emphasised the need for coordinated efforts to protect children from the dangers of vaping and other nicotine products. The panellists discussed strategies to raise awareness in schools, where the use of these products has been rising despite the legal ban.

Through this campaign, MAV aims to rally policymakers, health professionals, educators and parents to take a stand against the aggressive marketing tactics employed by the tobacco industry. The organisation is calling for a united front to safeguard India’s youth from the harmful effects of these new-age nicotine delivery systems and to ensure that the country’s existing laws are upheld.