Unmask the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products

- Commemorating the 20th Anniversary of the WHO Framework Convention on Tobacco Control (FCTC) Enforcement and Korea’s Ratification, Korea Held the 38th World No Tobacco Day Commemorative Ceremony (May 29) -

The Ministry of Health and Welfare (MOHW, Minister Cho KyooHong) and the Korea Health Promotion Institute (KHEPI, President Kim Hunjoo) held the 38th World No Tobacco Day Commemorative Ceremony on Thursday, May 29, at 10:30 a.m. at the FKI Tower in Yeouido, Seoul.

* In 1987, the World Health Organization (WHO) designated May 31 each year as World No Tobacco Day to raise global awareness of the serious harms of tobacco use and to urge international efforts toward creating a tobacco-free society. In Korea, commemorative ceremonies have been held annually since 2001 (14th World No Tobacco Day)

The event brought together over 250 participants, including Minister Cho KyooHong, National Health Insurance Service President Jeong Ki-seok, National Cancer Center President Yang Han-kwang, KHEPI President Kim Hunjoo, officials from relevant organizations such as the Korean Society for Research on Nicotine and Tobacco and the Korean Association on Smoking and Health, as well as awardees and related stakeholders, reaffirming the nation’s commitment to advancing tobacco control policies.

This year’s World No Tobacco Day theme was “Unmask the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products.” In recent years, the tobacco industry has employed a variety of strategies—such as flavored and scented products, flashy designs, and aggressive marketing both online and offline—to obscure the harms of tobacco use and increase the appeal of its products, especially among children and adolescents who are highly susceptible to such inducements. The World Health Organization chose this year’s theme to raise awareness of these marketing tactics and to promote the protection of young people from tobacco and nicotine products.

Notably, this year marked the 20th anniversary of the enforcement and Korea’s ratification of the WHO Framework Convention on Tobacco Control (FCTC), and the ceremony featured a variety of special programs, including the screening of a commemorative video, a celebratory performance, and a symbolic act.

* The FCTC, adopted by the WHO in 2003, is the world’s first international health treaty aimed at reducing health damage (deaths and diseases) caused by smoking and secondhand smoke. As of 2025, 183 countries have joined, covering over 90% of the global population. Korea signed the FCTC in 2003 and ratified it on May 16, 2005, becoming an official party

The ceremony opened with a themed video raising awareness of how tobacco companies’ flashy marketing tactics are designed to attract youth, urging public attention and collective action.

Following this, 65 individuals—including smoking cessation project managers, public health center staff, teachers, and military personnel—and 24 organizations received Ministerial Commendations from the MOHW for their contributions to promoting a smoke-free culture and preventing smoking. Among the honorees, Air Force Major Kim Yeong-jin, commander of a combat flight unit’s medical squadron, was recognized for actively encouraging smoking cessation among military personnel and implementing various health promotion activities, which significantly lowered the smoking rate within the unit. Seoul’s Nowon District Public Health Center was also acknowledged for its active initiatives, including expanding smoke-free zones, strengthening inter-agency cooperation, operating a smoking monitoring group, and providing Seoul’s only financial incentives for successful quitters— all of which contributed to reducing local smoking rates and creating a smoke-free environment.

The event continued with the screening of a special video commemorating the 20th anniversary of Korea’s ratification of the FCTC, highlighting the significance and achievements of Korea’s tobacco control efforts since 2005. The video reflected on the progress made in various areas—such as public health center smoking cessation clinics, the national quitline, regional smoking cessation support centers, and school-based smoking prevention education—from the perspective of frontline experts, and served as a moment to reaffirm future commitment.

The ceremony concluded with a symbolic act unmasking the glamorous image of tobacco marketing, exposing the harmful truths behind tobacco products and renewing the collective commitment to a tobacco-free future.

Minister Cho emphasized, “It is more important than ever that we work together to protect our children and youth—the future of our society—from the lure of tobacco, ensuring they can enjoy healthy, smoke-free lives.” He added, “The government will actively pursue stronger tobacco control policies by supporting legislative amendments to regulate all tobacco products, including new types of tobacco products, and will thoroughly prepare for the implementation of the Act on the Management of Harmfulness of Tobacco this November to inform the public about harmful tobacco ingredients.”

* Key provisions include: ① the government will establish and implement a basic tobacco harmfulness management plan every five years; ② tobacco manufacturers and importers must undergo biannual testing for harmful ingredient content by product type and submit test results, along with information on raw materials and additives, to the Ministry of Food and Drug Safety (MFDS); and ③ the MFDS will publicly disclose information on harmful ingredients in tobacco products—including their toxicity, carcinogenicity, and other health effects—via its website

KHEPI President Kim Hunjoo said, “The tobacco industry’s efforts to make its products appear attractive—particularly to spark curiosity among children and youth—are a deeply concerning issue. To build a tobacco-free future, we will strengthen monitoring of the tobacco industry’s marketing strategies and systematically advance smoking cessation promotion activities by linking education, policy, and public awareness efforts.” ///