Global Alliance for Tobacco Control (GATC) warns that the tobacco industry is using “harm reduction” messaging to market e-cigarettes, nicotine pouches and other alternative nicotine products to young people while maintaining long-term addiction.

In a report released ahead of World No Tobacco Day 2026, the organization argues that tobacco companies are rebranding themselves as part of the public health solution while continuing to expand nicotine consumption globally.

The report highlights:

• rising use of e-cigarettes and nicotine products among teenagers worldwide;

• aggressive marketing through flavours, influencers and lifestyle branding;

• concerns that “harm reduction” claims are being used to weaken tobacco-control regulations.

The report also calls on governments to strengthen implementation of the World Health Organization Framework Convention on Tobacco Control, close regulatory loopholes for synthetic nicotine products and protect public health policies from tobacco industry influence.

According to the organization, the debate around alternative nicotine products will remain a major issue ahead of future WHO tobacco-control negotiations, including COP12.