District Tobacco Control Cell Organizes an Awareness Program on Youth Targeting and Industry Tactics on 31st May 2025 in line with the World No Tobacco Day 2025, at the auditorium of Dr. Neilhouzhü Kire Government Higher Secondary School, Seikhazou.
Delivering the keynote address, Dr. Reyosalu Lase Vizo, Joint Director (Dental) and State Nodal Officer, National Oral Health Programme (NOHP), Directorate of Health & Family Welfare, Nagaland said, “Tobacco use continues to be one of the leading causes of preventable diseases and deaths globally. Unlike some illnesses that are beyond our control, tobacco-related diseases—such as cancer, heart and lung conditions, and reduced fertility—are entirely preventable. Studies show that nearly 50% of all tobacco users will eventually die from tobacco-related diseases. Why should we take that risk?”
The event was organized by the District Tobacco Control Cell (DTCC), Kohima, under the global theme: “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products.” The program aimed to highlight the deceptive strategies used by the tobacco and nicotine industry—particularly in targeting youth—and to promote a healthier, tobacco-free generation.
Dr. Vizo warned that tobacco companies are increasingly targeting children and adolescents with candy-flavored, colorfully packaged products that mask their harmful contents. These products are often marketed as modern, safe, or even nicotine-free—an alarming trend of deceptive advertising.
Although Nagaland does not cultivate tobacco commercially, the state is facing a public health crisis due to its consumption. “About 35% of children between the ages of 13 and 15 in Nagaland use tobacco in some form—either smoked or smokeless. This is a deeply concerning statistic,” she said.
She also raised concerns about the environmental and public health risks of spitting in public spaces, which can spread airborne diseases including COVID-19, tuberculosis, and other viral infections. She reminded the audience that spitting is now punishable by fines of up to ₹5,000 under public health regulations.
Dr. Vizo called for collective action at the school level, emphasizing that all educational institutions in Nagaland have been declared tobacco-free zones. Teachers have been designated as enforcement officers who can monitor vendors around schools and take action under the Cigarettes and Other Tobacco Products Act (COTPA), 2003.
“Say no to tobacco. Say yes to health and life,” she urged students, teachers, and all participants.
Ruokuotuonuo Rutsa, Clinical Psychologist under the District Mental Health Programme (DMHP), NHAK Kohima, served as the theme speaker. In her address, she spoke in depth about the sophisticated psychological tactics employed by tobacco companies to attract young users. She explained how these industries manipulate identity, self-image, and emotional vulnerabilities to make tobacco use appear fashionable, liberating, or relaxing.
From sleek packaging and flavoring to influencer endorsements and misleading terms like “light” or “filtered,” Rutsa described how these products are deliberately designed to downplay health risks and normalize use among adolescents.
She stressed the urgency of countering these tactics with education, vigilance, and policy enforcement. “What may seem like a choice to fit in or feel grown-up can quickly evolve into addiction,” she cautioned. Rutsa further emphasized the science of nicotine dependence, highlighting its impact on brain chemistry and the challenges of breaking the addiction cycle. She encouraged students to stay informed, make conscious choices, and seek help when needed. Her session also provided practical steps for quitting tobacco, including nicotine replacement therapies, counseling, and the importance of a strong support system.
The event also featured a public pledge against tobacco, led by Dr. I. Simon Sumi, District Nodal Officer, DTCC Kohima. Following this, the winners of the World No Tobacco Day competitions were announced and awarded.
The first prize was secured by Neitseizo Usou, a Class 9 student from RDNUMS. Theyievi Terhuja, studying in Class 10 at Mt. Hermon Higher Secondary School, won the second prize. Lungciepgumlung Iralu, a Class 10 student from Crest View School, bagged the third prize. Two fourth prizes were awarded to Dziesesanuo Pienyü of Class 10 from Neilhouzhü Kire GHSS and Chingnyu Konyak of Class 8 from Government High School, Bayavü.
The program was chaired by Zelapranuo Kire and concluded with a vote of thanks delivered by Pele, Psychologist at DTCC Kohima.
(Molungnenla IA)
