E-cigarettes readily available in India, nicotine devices continue to target youths

Kochi, May 31 (UNI) Despite ban, E-cigarettes are readily available unabated in India where iIIegal promotion of vapes, e-cigarettes and other new-age nicotine devices continues targeting adolescents and youths.
Sharing insights and raising serious concern on this issue on the occasion of World No Tobacco Day, Dr Naresh Purohit, Advisor, National Tobacco Control Programme (NTCP), in his investigative scientific report, pointed out how, despite a nationwide ban, the promotion and sale of nicotine devices remain rampant through digital loopholes, influencer marketing and surrogate advertising.
"The ICMR's White Paper on Electronic Nicotine Delivery Systems , May 31, 2019, emphasised that e-cigarettes were highly addictive and, posed severe risks to the respiratory, cardiovascular, and neurological systems, similar to conventional smoking, while also endangering infant and child development," he averred.
"E-cigarettes are highly addictive and harm the lungs, heart, and brain" the noted public health expert added.
He revealed that social media platforms like Instagram and Facebook are flooded with content that glamourises vaping, often through popular influencers portraying it as harmless and fashionable. It highlights how young users are being misled through subtle, stylised videos ranging from smoke tricks to lifestyle Vlogs, that present vaping as aspirational, trendy and even humorous.
"This form of stealth marketing is particularly dangerous because it circumvents direct advertising bans while still delivering targeted messaging to minors," he added.
He warned about the serious health risks associated with e-cigarettes, including increased lung infections, lung damage, asthma, heart attacks, changes in heart rhythm and addiction.
Acclaimed neuro-physician raised alarms over a potential link between e-cigarettes and attention deficit hyperactivity disorder (ADHD), emphasising their highly addictive nature, which can lead to dependence and withdrawal symptoms.
According to him, the widespread appeal of e-cigarettes can be attributed to the availability of attractive flavours, the persistence of an illegal market, and a lack of awareness about the ban. These factors have played a significant role in fuelling interest and continued usage despite regulatory restrictions.
"The peer pressure misconception that e-cigarettes have no harmful effects and addiction remain key factors driving their preference, especially among the youth." he told UNI.
'Local vendors, including small paan shops, discreetly stock them, and in social circles where vaping is common, getting devices and refills is effortless. The variety of flavours and smooth taste make it appealing, especially for first-time users. E-cigarette brands are still widely available in the country,' he pointed out.
He emphasised the importance of mass public awareness, saying, 'Public involvement is important, but for that to happen, citizens need to be aware that these devices are banned in India. Therefore, it is critical that the government launch strong awareness campaigns to inform people about the illegality and dangers of these devices.'
UNI DS ARN

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