New Delhi [India], On this World No Tobacco Day, youth around the world called on the tobacco industry to stop targeting them with products that are harmful to their health. The youth also called on governments to adopt policies to protect against these manipulative practices, including the continued marketing of harmful products. Member states of the World Health Organization designated 31 May as World No Tobacco Day in 1987 to draw attention to the global tobacco epidemic and the preventable deaths and diseases it causes. Young people around the world are calling on tobacco industry interference to stop targeting children with products that are harmful to their health,” said Saima Wajed, WHO Regional Director for South-East Asia. “They are calling on governments to adopt policies to protect against the manipulative practices of the tobacco and related industries,” Wazed said.This includes the continuous marketing of their dangerous products through social media and streaming platforms." He further stressed that every year, this day reminds us of the dangers of tobacco and tells us that the WHO organization is working to fight this epidemic. "It informs people around the world about what they can do to claim their right to health, and how to keep future generations safe. It also sheds light on the business practices of tobacco companies. The WHO Regional Director further highlighted that the targeting of youth by the tobacco industry is rampant in Member States. As a result, 11 million adolescents are using various tobacco products, as well as approximately 411 million Adult tobacco users are using, he said, “Unfortunately, our region has the highest number of teen and adult users globally.The industry attracts youth by aggressively introducing new products." Nicotine and tobacco products such as electronic cigarettes and heated tobacco products are also becoming increasingly popular among youth in the region. Wajed expressed concern and Said, “It is worrying that children and adolescents are being regularly exposed to digital marketing of tobacco products. This is happening despite policies and rules being in place to stop it. He further stressed that the situation is likely to worsen as youth spend more time on social media and other similar platforms.He said, "This billion-dollar industry recruits 'new' users in order to deliver even greater profits to its investors. To achieve this, it preys on children and teenagers through marketing tactics, luring them into new targets with products." The tobacco industry is moving quickly to launch new products, using every possible means to expand market share before regulations come into effect. Furthermore, they continue to oppose evidence-based measures, such as increased excise taxes, and comprehensive restrictions on tobacco advertising, promotion, and publicity. “They also threaten legal action against governments that try to protect the health of their citizens,” he said, adding that the response from governments and institutions has been slow.It is essential that the relevant provisions of the WHO Framework Convention on Tobacco Control (WHO) are implemented. FCTC) has been implemented in letter and spirit. Furthermore, there is an urgent need for tools and support to facilitate monitoring and implementation of WHO FCTC recommendations in 'online' settings. Wazed stressed that the goal for youth is clear, saying, "We want to prevent and reduce tobacco consumption, nicotine addiction and exposure. To do this, we need laws, policies, regulations and administrative measures. A multistakeholder approach is required to formulate and implement.We must engage with all relevant government departments, the United Nations and intergovernmental organizations. He emphasized that a generational tobacco ban involving civil society, the private sector, academia and the community, including students, teachers and parents, will be a major step forward for our region, leading to a 'tobacco-free generation'. To occur, the WHO FCTC must be recognized as a legally binding international instrument by all member states. This ban will require effective enforcement of existing policies, including countering tobacco industry interference and institutional corruption around the illicit tobacco trade. In the meantime, governments and advocates for control in the tobacco sector should actively adopt an evidence-based stance that prevents partisan arguments against progressive tobacco control measures. The opportunity to pass a generational ban must be supported by political will, clear foresight and practical implementation.“Only then can we realize the goal of a ‘tobacco-free generation’ in our region in the near future,” he said.