World No Tobacco Day 2025: calling for bold action to achieve a tobacco-free generation

Every year on 31 May, the World Health Organization (WHO) and public health advocates worldwide come together to mark World No Tobacco Day (WNTD). The campaign highlights the health and environmental dangers linked to tobacco and calls for strong policies to protect future generations.

The European Lung Foundation (ELF) supports renewed efforts to end tobacco use in Europe, with a particular focus on protecting young people and supporting evidence-based policymaking. In 2025, the ELF Council and members of the ELF Youth Group are actively participating in a range of activities across Europe together with ERS, WHO, policymakers and tobacco control advocates.

New ENDGAME report from the European Respiratory Society (ERS)

This year, ELF is proud to support the launch of the European Respiratory Society’s (ERS) groundbreaking report: Adoption of Tobacco Endgame Policies in the EU: Can Member States introduce a generational sales ban?

The report lays out a clear and actionable path for EU Member States to phase out tobacco sales to future generations through a ‘generational sales ban’. This is a policy that would make it illegal to sell tobacco products to people born after a certain year. Key highlights from the report include:

• A clear legal framework for Member States to adopt generational sales bans
• Data showing high levels of public support, with nearly 70% of adolescents and young adults in favour of such policies
• Recommendations for further research and actions from the European Commission to support national efforts

Dimitris Kontopidis, ELF Chair, said:

“A generational tobacco sales ban represents a powerful shift in public health thinking and one that prioritises the lungs and lives of future generations. Young people are telling us they want a tobacco-free future and it’s our duty to respond with bold, preventative action. The time to act is now for our youth, our patients and a smoke-free Europe.”

Ed Powell, ELF Youth Group, said:

“It is concerning that while so many talk about a smoke-free future, the tobacco industry continues to profit from products that harm millions of people every year. This report offers real hope by showing a clear path for countries to stop selling these products to future generations. Most young people want a life free from smoking and now it is time for leaders to listen.”

Learn more about the report: ERS offers EU Member States a clear pathway to introducing a generational sales ban on tobacco  – ERS – European Respiratory Society

ELF Youth Group: advocating for policy change

Young people are leading the call for stronger tobacco control measures. As part of this year’s WNTD activities, Mary, a member of the ELF Youth Group, shared a personal video message highlighting the growing vaping epidemic in schools across Greece. She reflects on why e-cigarettes are so appealing to youth, the reality of nicotine addiction and the urgent need for stronger government regulation. Mary’s message is a compelling reminder of why youth voices must be central in shaping progressive tobacco and nicotine policies.

Youth group representatives were also involved in the latest Lung Health Matters podcast which explored the key question: Can EU countries introduce a generational sales ban on tobacco?

Nadine Peters, on behalf of the ELF Youth Group, joined Steven Baylis, author of the Endgame Report, and Deborah Sy, ERS Tobacco Control Committee, to discuss legal and ethical considerations behind the generational sales ban and how young people can be a part of real change.

Listen to the podcast: Lung Health Matters Podcast – ERS Respiratory Channel

WNTD Workshop “Unmasking the Industry Tactics: Safeguarding Europe’s Youth through Stronger Policies”

To mark World No Tobacco Day and shine a light on how the tobacco and nicotine industry targets young people, the WHO Regional Office for Europe hosted a high-level regional workshop titled “Unmasking the Industry Tactics: Safeguarding Europe’s Youth through Stronger Policies.”

Held in Brussels and co-organised with ERS and key tobacco control partners, the event brought together policymakers, public health leaders, and youth advocates to demand urgent action against tobacco and nicotine industry tactics targeting young people.

Key messages from speakers:

• Frank Vandenbroucke, Belgian Minister of Public Health, called vaping a “ticking time bomb” created to addict a new generation.
• Vincent Karremans, Dutch Minister for Youth, announced a national action plan against e-cigarettes and urged faster EU legislation to protect youth.
• Dr Hans Henri P. Kluge, WHO Europe Director, described rising youth vaping as a looming public health emergency, stressing, “The industry may be powerful—but we are stronger.”

A technical panel, including Dr Daniel Chen, ERS Tobacco Control Committee, and Dr Károly Illy, CEO of Longfonds, addressed the health risks of vaping and called for unified policies across Europe. Dr Chen warned that vaping often acts as a gateway to tobacco use and emphasised the need for a shift toward full nicotine abstinence.

The workshop also celebrated recipients of the 2025 WHO World No Tobacco Day Awards in the European Region, recognising outstanding contributions to tobacco control.

FreshAir4Life: engaging youth for tobacco harm reduction

As part of the EU-funded #FRESHAIR4Life project, researchers and community partners are working with young people to find out what works best to reduce the harm caused by tobacco in real-life settings.

This innovative project is testing practical, evidence-based solutions in communities across Europe, with a strong belief that young people have a vital role to play in achieving a tobacco-free future.

Find out more about FreshAir4Life.