NEW DELHI: Mothers Against Vaping has welcomed the European Commission’s recognition of emerging nicotine devices as a public health concern, saying their increasing use among youth is fueling addiction rather than helping in smoking cessation.
MAV is a united front of women advocating the promotion of modern nicotine devices to Indian youth.
These products, often marketed as safer alternatives, increasingly attract younger users, act as a gateway to nicotine addiction rather than effective smoking cessation tools, and expose teens to serious long-term health risks, the group said in a statement.
Referring to the European Commission’s evaluation of the EU Tobacco Control Framework, which examined the Tobacco Products Directive and the Tobacco Advertising Directive, he noted that although there had been a significant decline in smoking, there were increasing challenges associated with the rapid emergence of new tobacco and nicotine products, especially among young people.
Dr Rajesh Gupta, Director, Institute of Respiratory Medicine and Interventional Pulmonology at Yashoda Medical City, Indirapuram, said the increasing use of e-cigarettes and other new age devices among the youth is a matter of grave concern.
“…These products pose significant mental and physical risks to adolescents, as exposure to nicotine during critical stages of brain development can impair attention, memory, and emotional regulation, while also increasing susceptibility to anxiety and mood disorders,” he added.
“Respiratory irritation and cardiovascular stress are also associated with their use. Although they are marketed as safer alternatives, they often maintain or even initiate nicotine dependence,” Gupta added.
He said this underscores the urgent need for stronger prevention and awareness-raising efforts.
The group highlighted the European Commission’s assessment that although e-cigarettes and heated tobacco products are sometimes marketed as effective for helping people to quit smoking, their effectiveness in this regard is highly questionable.
Citing reports, the group said that e-cigarette use increases the likelihood of smoking cigarettes, especially among youth and young adults, with one report indicating that e-cigarette use increases the likelihood of starting smoking by about three times.
He also noted the World Health Organization’s position that e-cigarettes have not been proven effective for smoking cessation, and noted that the 2023 Eurobarometer survey found that the vast majority of respondents did not believe that e-cigarettes or traditional tobacco products could help smokers quit traditional tobacco products.
The statement also said that in India, vested interests are trying to promote new nicotine products to grow a new generation of users through unauthorized online sales, smuggling, surrogate advertising and influencer-driven promotion on social media, despite the current ban.
It claimed that misleading claims about safety and discontinuation are being used to bypass regulations and create demand, along with narratives aimed at normalizing its use and pushing for its legalization, while downplaying the health risks associated with it.
Calling for stronger enforcement mechanisms and stricter monitoring of digital and retail ecosystems, the group urged decisive action to prevent the influx of illegal products that pose a threat to the youth in India.
Sima Anis, an educational specialist, said she was disturbed by the growing threat posed by new nicotine products to young people.
“These devices are often designed to attract curiosity and peer influence, making them particularly risky within schools and colleges,” she said.
“While the fight to ensure the strictest implementation of the current lockdown in our country must continue, it is equally important that educational institutions and families work together to build awareness and resilience, so that the vision of guardians can move faster than in the digital environment,” she added.
“Policies like PECA 2019 cannot be expected to remain effective when new nicotine by-products are introduced into the market every now and then, such as nicotine pouches. The government has to remain one step ahead to ensure effective implementation of the policies; therefore, there is a need to revisit and review the policies annually or even semi-annually,” Anis said.
The European Commission’s assessment also highlighted that although the health effects of these devices are relatively new, they are becoming more evident, with evidence linking e-cigarette use to adverse cardiovascular and respiratory outcomes, along with concerns about potential cancer-related effects and risks during pregnancy.
The statement said that e-cigarette users inhale a mixture of nicotine, metals and other toxic substances, with research identifying compounds linked to cancer risks and their association with lung injuries, poisoning, burns and acute nicotine poisoning.
She added that there is growing evidence that exposure to e-cigarette aerosol may cause DNA damage and other cellular changes, raising concerns about long-term health consequences, including reproductive risks.
The study highlighted the nature of severe addiction to nicotine, and said that adolescents are particularly at risk because it can disrupt brain development and increase the possibility of long-term dependence, while exposure to it during pregnancy may negatively affect the development of the fetus’s brain and contribute to complications.
The statement also warned that e-liquids often contain high concentrations of nicotine, making accidental ingestion particularly dangerous and, in some cases, fatal, as flavored products attract younger users and increase the risk of accidental poisoning.
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