World No Tobacco Day, observed annually on May 31, highlights the theme “Protecting Children from Tobacco Industry Interference” this year. It’s crucial to understand why the tobacco industry targets youth and the harmful effects of tobacco use on the human body. One of the main components of tobacco is nicotine, a psychoactive compound that significantly impacts the brain’s reward system, neurotransmitter activity, and neural circuits, leading to addiction and affecting various cognitive and emotional functions.
Why are young people so easily influenced and targeted? During adolescence, the pre-frontal cortex—the part of the brain responsible for decision-making and impulse control—is still developing. This developmental stage makes young individuals more susceptible to risky behaviors, including the use of nicotine and other substances. Exposing their developing brains to nicotine poses many risks, such as increased vulnerability to long-term consequences like addiction, mood disorders, and reduced impulse control. These effects can damage brain regions crucial for attention and learning processes.
Nicotine significantly affects the brain, especially regarding addiction. When nicotine is inhaled, it reaches the brain within 20 seconds, releasing dopamine, a chemical that causes mood-altering changes and temporary feelings of pleasure and relaxation. This rapid delivery makes nicotine highly addictive, comparable to opioids, alcohol, and cocaine. Repeated use leads to the brain reducing the number of dopamine receptors, creating tolerance and reinforcing addiction. Additionally, nicotine impacts various neurotransmitters, affecting mood regulation, cognitive function, and attention span. Chronic exposure results in long-term changes in brain structure and function, contributing to dependence and addiction. Withdrawal symptoms from reduced nicotine levels, such as irritability, anxiety, restlessness, difficulty concentrating, and increased appetite, lead to cravings, making quitting challenging.
The tobacco industry uses behavioral science research to market tobacco to youth through various strategies, including digital marketing, which increases exposure to tobacco advertisements across multiple channels more than traditional marketing. Tactics include advertising and marketing strategies that appeal to young people, such as colorful packaging, catchy slogans, and imagery associating smoking with glamour, independence, and social status. Product placements in movies, TV shows, and music videos normalize smoking, making it seem desirable to young audiences. Flavored tobacco products, like fruit or candy-flavored cigarettes and e-cigarettes, mask the harsh taste of tobacco, increasing its appeal. Social media platforms and influencers are leveraged to reach young audiences through sponsored content and partnerships with celebrities. Sponsorship of events, such as music concerts and sporting events, increases brand visibility and associates tobacco products with activities appealing to young people. Discounts, coupons, and promotional giveaways make tobacco products more accessible and attractive to young consumers with limited disposable income. Despite increasing scrutiny and regulations in many countries, the tobacco industry continues to adapt its marketing strategies to reach young people, often exploiting legal loopholes or operating in regions with less stringent regulations.
What is the way forward? Educating parents and raising awareness among adolescents is crucial. Parents are encouraged to build strong relationships with their children by spending quality time together and help regulate their children’s electronic device usage by involving them in extracurricular or outdoor activities. When children face challenges, seeking help from mental health professionals such as psychiatrists and psychologists is advised to help them overcome their struggles. Lastly, government officials and policymakers should formulate and implement policies to monitor tobacco marketing and protect our youth. Through these measures, we can create a supportive environment that promotes the well-being and healthy development of children and adolescents.
