Tobacco Activism Must Be a Cause, Not a Seasonal Campaign

Each year, the world rallies against tobacco on World No Tobacco Day, marked on May 31. Social media floods with anti-smoking slogans, awareness walks are organized, and policymakers issue stern warnings.
But once the day passes, the activism fades leaving a critical question: Has tobacco control become a seasonal performance rather than a sustained public health mission?

A Growing Health Crisis

According to the Pakistan Health Research Council, tobacco use causes over 160,000 deaths annually in Pakistan. Despite strict advertising bans and awareness drives, smoking and new nicotine alternatives continue to attract youth.
Health experts say that while annual campaigns are essential, they lose impact when not followed by consistent enforcement and education.

“Tobacco addiction doesn’t take a break after May 31,” said Dr. Saima Saeed, Head of Pulmonology at Indus Hospital, Karachi. “We need continuous awareness, not symbolic gestures.”

The Rise of New Nicotine Products

E-cigarettes, vape pens, and heated tobacco devices are now the latest front in tobacco addiction, marketed as “safer alternatives.” Experts warn that these products are equally harmful and lack proper regulation in Pakistan.
A recent report from the Tobacco Control Cell revealed that teenage vaping has increased by over 30% in the past three years  a worrying trend linked to aggressive digital marketing and easy online access.

When Activism Becomes a Calendar Event

Observers note that many organizations and officials become active only during designated awareness days, creating an illusion of progress without long-term impact.
Anti-tobacco campaigns spike in visibility once a year but lack year-round policy consistency, enforcement, and follow-up.

“This cycle of performative activism must end,” said Dr. Shahid Khan, a public health specialist. “True advocacy means sustained programs  in schools, workplaces, and local communities — not just press releases once a year.”

Policy Gaps and Missed Opportunities

Pakistan has implemented several tobacco control laws, including restrictions on smoking in public spaces and graphic health warnings on cigarette packs. However, weak enforcement and limited public education continue to undermine progress.
The absence of continuous awareness in rural and low-income areas leaves millions vulnerable to tobacco marketing and misinformation.

Experts are calling on the government to:

• Launch year-round awareness programs targeting youth.

• Enforce strict penalties for public smoking and illegal advertising.

• Regulate vaping and e-cigarette sales under national tobacco laws.

A Call for Consistent Commitment

Health officials and activists agree that real success depends on turning one-day awareness into year-round engagement. Schools, healthcare providers, and the media all have a role to play in sustaining the anti-tobacco message.

Tobacco activism, they say, should not be a seasonal wave but a permanent movement anchored in education, prevention, and accountability.

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