### The Alarming Rise of Youth-Targeted Vaping Ads: A Call to Action
**Health experts**, **bureaucrats**, and **social scientists** are ringing alarm bells over the **strategic marketing of vaping devices** aimed at school and college students. The insidious use of **digital influencers**, combined with **misleading safety claims**, has raised serious concerns about the **hidden dangers** of these products.
### Unmasking the Appeal: Industry Tactics Exposed
At a recent seminar titled *”Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products,”* held in New Delhi ahead of the **World Health Organization’s World No Tobacco Day 2025**, experts laid bare the **shocking realities of vaping** in India. Despite a federal ban under the **Prohibition of Electronic Cigarettes Act (PECA)**, 2019, the surge in the usage of **vapes, e-cigarettes**, and **heated tobacco products (HTPs)** among adolescents continues unabated.
#### Targeting Youth Through Gateway Devices
The vaping industry appears to be exploiting popular **social media platforms** like **Instagram** and **Facebook** to glamorize vaping as a trendy and **safe lifestyle choice**. Leveraging codes like “**aroma sticks**” and “**flavor drops**,” these marketers are effectively bypassing legal restrictions to make their products appealing to a younger audience.
Experts warn that **online marketplaces** and **informal distribution networks** continue to thrive, undermining the existing laws designed to protect young people from such harmful substances.
### The Response from Health Authorities
Dr. **Avinash Sunthlia**, Deputy Director General at the Ministry of Health, outlined critical initiatives aimed at combating this growing trend. These include **school awareness programs**, **influencer engagement**, and the launch of an **online reporting platform** for concerned parents and youth. According to Dr. Sunthlia, there is a pressing need to address the **deliberate recruitment** of new consumers through misleading marketing tactics.
#### Calls for Coordinated Action
**Special Commissioner of Police Jaspal Singh** raised further alarms about vaping, stating that vapes could present an even greater threat than traditional cigarettes. He emphasized their potential misuse for consuming **hard drugs**, advocating for **coordinated action** among law enforcement, customs officials, transporters, and courier services to curb the illegal distribution of vaping products.
#### Community Initiatives Making a Difference
Padma **Jaiswal**, a senior bureaucrat in Puducherry, applauded the grassroots efforts spearheaded by **Mothers Against Vaping (MAV)**, the NGO that organized the seminar. She highlighted the pressing need for increased **public awareness**, particularly among parents and youth, about both the **legal status** and **health risks** associated with vaping.
### Conclusion: Protecting Our Youth
The marketing tactics employed by vaping companies are not just a public health issue; they represent a **threat to the fundamental well-being of our youth**. The combination of digital influencers and misleading claims is creating a perfect storm. As the community continues to push back against these tactics, it is imperative that we foster a culture of awareness and education.
**Now is the time for collective action**—to safeguard our future generations from the hidden dangers of vaping. Staying informed and vigilant is our best defense.
### Want to Learn More?
For more information on the health risks associated with vaping, visit [WHO Tobacco Control](https://www.who.int/news-room/fact-sheets/detail/tobacco) or check out the [CDC’s Guide](https://www.cdc.gov/tobacco/basic_information/e-cigarettes/about-e-cigarettes.html) on e-cigarettes.
