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This article is a commissioned contribution by the author for 2Firsts.

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World No Tobacco Day 2025: Embracing Tobacco Harm Reduction to Save Millions

By Derek Yach

In 1988, as the world prepared for the very first World No Tobacco Day (WNTD), I found myself at the heart of a movement that would change the course of public health in South Africa and beyond. At the time, South Africa was isolated from the World Health Organization (WHO) due to its apartheid policies, but that did not deter us. Instead, we launched a special edition of the South African Medical Journal, igniting the national conversation about tobacco control and laying the groundwork for policies that would eventually save countless lives.

That first WNTD was more than a campaign, it was a call to action. We knew that tobacco was not just a personal choice, but also a public health crisis. Our efforts in South Africa were mirrored by enthusiastic advocates across the globe, all united by a single vision: a world free from the harms of tobacco.

Taking Message Across Africa

By 1993, the momentum had spread across the continent. I had the privilege of taking the tobacco control message to governments at the first Africa Conference on Tobacco Control in Harare. There, we confronted the unique challenges facing African nations, from aggressive tobacco industry marketing to limited healthcare resources. Our collective resolve was clear: Africa would not be left behind in the fight against tobacco.

Leading Global Efforts from Geneva

Years later, as I led WNTD efforts while heading the Tobacco Free Initiative at the WHO Geneva, I saw firsthand the power of coordinated action. WNTD became a global media event, driven by health activists and the press, reaching millions of tobacco users. Every year, tens of thousands quit on the day itself, while many more began their journey toward a tobacco-free life.

But the true impact of WNTD was not in the headlines—it was in the quiet moments when caring family members and health professionals reached out to smokers and users of toxic oral tobacco products. Their support, encouragement and understanding made the difference. WNTD was at its best when it empowered people to quit, cut down or switch to reduced-risk products—and when governments announced plans to make these healthy choices easier choices.

The Challenge of 2025: 1.3 billion Lives at Stake

Now, in 2025, the challenge is greater than ever. There are still 1.3 billion tobacco users worldwide, and tobacco kills 8 million people each year. This year marks 20 years since the WHO Framework Convention on Tobacco Control (FCTC) came into force—a landmark treaty that, notably, included harm reduction in its very definition of tobacco control.

Yet, despite this promise, WHO has yet to fully embrace and champion harm reduction strategies. The science is clear: vapes, nicotine pouches, heated tobacco products, snus, and e-shisha are all significantly less harmful than combustible cigarettes and traditional oral tobacco. If WHO were to provide unambiguous support for these products, we could save more lives in the coming years than through any other single public health intervention.

The Power of Harm Reduction

Harm reduction is not about giving up on the goal of a tobacco-free world. It is about compassion, pragmatism and science. It recognizes that while quitting tobacco and nicotine entirely is the best option, not everyone is ready or able to do so immediately. By providing safer alternatives, we can dramatically reduce the health risks faced by millions.

For too long, the debate has been mired in ideology and misinformation. But the evidence is overwhelming: countries that have embraced harm reduction, such as Sweden with snus, Japan with heated tobacco products, or the U.K. with vaping, have seen smoking rates—and tobacco-related deaths—plummet.

Returning to the Spirit of WNTD

In the absence of clear WHO leadership, it is time to return to the original spirit of WNTD. The early successes of WNTD were driven not by top-down directives, but by thousands of grassroots nonprofits, consumer groups, and enthusiastic individuals. They understood that change happens when we meet people where they are, offering support, information, and hope.

This year, let us honor that legacy. Let us use WNTD 2025 to reach out to every smoker, every user of toxic oral tobacco, and offer them a path to a healthier future—whether that means quitting, cutting down, or switching to a reduced-risk product. Let us urge governments to make these choices accessible and affordable. And let us harness the power of the media and health activists to make WNTD a day that truly touches lives.

A Future Within Reach

A world without tobacco is getting closer. With harm reduction, we can accelerate our progress and save millions more lives. On this WNTD, let us embrace innovation, compassion, and science—and give every tobacco user the chance to choose a healthier tomorrow.

References:

· South African Medical Journal 1988

· The smoking trail--research shows a path of death and destruction - PubMed

· https://pubmed.ncbi.nlm.nih.gov/3282327/

· https://pubmed.ncbi.nlm.nih.gov/3358216/

· https://pubmed.ncbi.nlm.nih.gov/3358213/

Editor’s Note:

On the occasion of World No Tobacco Day 2025, 2Firsts reached out to Dr. Derek Yach, former Executive Director at the World Health Organization. As a globally renowned tobacco control expert who witnessed the origins and nearly four decades of development of WNTD, Dr. Yach graciously shared his reflections on the evolution of the day and offered his thoughts and recommendations on today’s most pressing tobacco control issues.

For me personally, each World No Tobacco Day serves as a reminder:

A reminder to reflect on our original mission—why so many tobacco control experts and public health officials initiated this global event;

A reminder to stay focused on the most critical topics and challenges in our journey to end tobacco harm;

A reminder to embrace openness and diverse perspectives, and to foster dialogue and collaboration across science, government, industry, and society;

And a reminder to maintain a global and inclusive vision—one that considers developing regions and those communities too often overlooked.

Stay true to the original mission, and we will stay the course.

2Firsts welcomes broad collaboration with experts in tobacco harm reduction (THR) worldwide to jointly advance the development and implementation of global harm reduction efforts. For collaboration inquiries, please contact us at: info@2firsts.com

—Alan Zhao, Co-Founder & CEO of 2Firsts