The message warns against the sophisticated marketing tactics of new-generation tobacco products, while setting an urgent requirement to prevent nicotine from infiltrating the community. In Điện Biên, the prevention and control of tobacco harms have been deployed synchronously from communication and building smoke-free environments to strengthening inspections and handling violations.

In recent years, public awareness regarding the harmful effects of tobacco has seen positive turnarounds. According to a report by the Department of Health, the smoking rate among people aged over 15 in the province currently stands at 17.7%, of which men account for 33.9% and women make up 1.5%. The smoking rate tends to gradually decrease over the years, and public knowledge about tobacco harms has been raised significantly. Up to 96.9% of respondents know that smoking causes lung cancer, 75.1% know it causes strokes, and 73.7% are aware of the risk of heart attacks due to tobacco.

To achieve these results, communication activities with diverse forms have been accelerated. In the 2023 - 2025 period alone, the entire province organized four rallies and over 70 direct communication sessions on tobacco harms for over 10,000 turns of people. Thousands of panels, posters, and leaflets were distributed to the grassroots level. Communication contents not only focus on the harms of traditional cigarettes but also warn against risks from electronic cigarettes, heated tobacco products, and shisha.

Measures to reduce tobacco supply have been widely deployed, within which tobacco business and retail licensing are tightly controlled. By the end of 2025, the entire province had 121 establishments authorized for tobacco retail and five establishments licensed for tobacco wholesale. The fight against smuggled and counterfeit tobacco alongside strengthening inspections of enterprises, wholesalers, and retailers to strictly handle violations has been reinforced. Since 2023, functional forces have seized 2,510 packs of cigarettes.

The message “Exposing the false appeal” delivered by the World Health Organization this year is particularly suited to current realities. Electronic cigarettes and new tobacco products are being designed with multiple flavors and eye-catching designs, advertised rampantly on social media to create a feeling of being “less harmful” and “more fashionable” than traditional cigarettes. However, the essence of these products still contains nicotine, a highly addictive substance that directly impacts the nervous, cardiovascular, and respiratory systems, which is exceptionally dangerous for adolescents.

The Department of Health report indicates that electronic cigarettes, heated tobacco products, and shisha are becoming attractive to pupils and students, greatly affecting tobacco harm prevention and control in schools. Although the law strictly prohibits tobacco advertising and promotion, marketing in cyberspace remains difficult to control. Through inspections, functional forces have issued warnings to six cases of violations regarding the advertising of tobacco products.

Not only facing new-generation tobacco, but building smoke-free environments in many places remains limited. In reality, smoking in prohibited zones still occurs at several agencies, restaurants, hotels, and karaoke bars. Even at medical facilities or schools - places where smoking must be completely banned - cigarette butts or smokers still appear. Statistics reveal that the passive smoking rate in restaurants reaches up to 67.5%, while it stands at 66.7% at bars and cafes, and 48.5% at hotels.

In addition, community awareness about the health hazards of tobacco remains constrained, especially since new types of tobacco and electronic cigarettes are easy to purchase and attract many young people. Therefore, the execution of smoking bans in public places is limited, and violations still occur. Compliance with regulations on tobacco harm prevention and control has not been carried out regularly or seriously. Some departments, sectors, agencies, and units have not truly paid attention to tobacco harm prevention activities, leading to loose implementation of regulations.

According to the tobacco harm prevention and control plan for 2026, the province sets a target to reduce the rate of passive exposure to cigarette smoke at workplaces to below 28%, in restaurants to below 80%, in bars and cafes to below 75%, and in hotels to below 70%, while continuing to prevent the use of electronic cigarettes, heated tobacco products, and other new tobacco items. To achieve these goals, the province requires 100% of agencies and units to deploy tobacco harm prevention and control activities, incorporating the smoke-free environment criterion into annual emulation evaluations. Models such as “Smoke-free hospitals,” “Smoke-free schools,” and “Smoke-free restaurants” continue to be maintained and replicated.

The education sector is identified as a crucial force in preventing new-generation tobacco from infiltrating schools. Schools are increasing the integration of dissemination on tobacco harms into extracurricular activities and collective meetings. Meanwhile, the police and market management forces are strengthening inspections and handling acts of trading smuggled, counterfeit, or illegal new tobacco products. Communication methods are being innovated toward utilizing digital platforms and social networks to reach young people, the target group easily influenced by the promotional tricks of the tobacco industry.

The theme message of World No Tobacco Day 2026 carries significance as a powerful wake-up call, emphasizing that behind the attractive appearance of electronic cigarettes or new nicotine products lies the risk of addiction and disease. To repel this danger, it requires the synchronous involvement of the entire political system, community supervision, and most importantly, a change in the awareness of every citizen, especially the youth. With synchronously deployed solutions alongside community response, Điện Biên is step-by-step building a safe and healthy living environment that says no to tobacco and nicotine-addictive products.