Every year on 31 May, the world commemorates World No Tobacco Day (WNTD), a global campaign led by the World Health Organisation (WHO) to raise awareness of the health, social and economic consequences of tobacco use.
This year’s theme, “Unmasking the appeal – countering nicotine and tobacco addiction,” shines a spotlight on the tobacco and nicotine industry’s evolving tactics to attract and addict young people through deceptive marketing, flavoured products, digital advertising, and attractive packaging.
The 2026 campaign calls for urgent action to expose industry strategies that continue to undermine public health while deepening social and economic inequalities, especially in low- and middle-income countries.
At Tax Justice Network Africa (TJNA), World No Tobacco Day reaffirms the role of equitable taxation and accountable governance in protecting public health and advancing sustainable development across the continent.
According to WHO, at least 40 million children aged 13–15 use tobacco products, and young people’s use of e-cigarettes and nicotine pouches continues to rise. Ahead of World No Tobacco Day on 31 May, WHO urges governments worldwide to protect the new generation from becoming addicted to tobacco and nicotine products. WHO further warns that these products are intentionally designed and marketed to sustain addiction and recruit a new generation of users.
Africa is increasingly becoming a strategic growth market for the tobacco industry. As tobacco regulations tighten in other parts of the world, multinational tobacco companies continue to target African countries with weak enforcement systems, inconsistent tax regimes, and aggressive marketing practices. This poses serious risks not only to public health systems, but also to domestic resource mobilisation efforts and broader development goals.
TJNA continues to champion evidence-based tobacco taxation as a critical policy tool for reducing tobacco consumption, strengthening health systems, and mobilising domestic resources for development. Higher and well-administered tobacco taxes have proven effective in reducing tobacco use while simultaneously increasing government revenues that can be directed toward healthcare, education, and social protection.
Through the Tobacco Tax Advocacy in Africa (TTAA) initiative and the African Tobacco Tax Consortium, TJNA works alongside governments, civil society organisations, researchers, and regional institutions to strengthen tobacco tax systems and promote transparent, accountable, and pro-health fiscal policies across Africa.
TJNA’s work on tobacco taxation aligns closely with its broader mission of advancing tax justice, combating illicit financial flows, and promoting fair and effective tax systems that support inclusive development.
“The tobacco and nicotine industry continues to adapt its tactics to attract young consumers while shifting the health and economic burden onto governments and communities. Africa must strengthen tobacco taxation, regulatory oversight, and accountability measures to protect public health and safeguard domestic revenues for sustainable development,” TJNA’s Policy Officer, Mr. John Thomi noted.
On this World No Tobacco Day, TJNA urges African governments, policymakers, and regional institutions to reinforce tobacco and nicotine tax policies according to WHO guidelines and to boost regional collaboration to fight illicit tobacco trade and tax evasion.
As the continent advances discussions on domestic resource mobilisation, universal health coverage, and economic transformation, tobacco taxation remains a powerful intersection of fiscal justice and public health, and TJNA remains committed to working with partners across Africa to advance fair tax systems, strengthen health financing, and support policies that protect communities from the harmful impacts of tobacco and nicotine addiction.
For more information about TJNA’s Tobacco Tax Advocacy in Africa (TTAA) initiative and the African Tobacco Tax Consortium please contact John Thomi at jthomi[@] taxjusticeafrica.net
