(Bandar Seri Begawan, 30th) In conjunction with World No Tobacco Day 2026, Brunei's Minister of Health Dato Isham issued a statement, pointing out that tobacco and nicotine use remains one of the greatest threats to global public health, and called on all sectors of society to work together to protect the younger generation from the harms of tobacco and nicotine products.
He said that according to World Health Organization estimates, around 8 million people die each year due to tobacco use, with over 1 million more dying from exposure to secondhand smoke. Despite increasing public awareness of the harms of smoking, the tobacco and nicotine industries continue to use new methods to attract consumers, especially children and adolescents.
He pointed out that this year's World No Tobacco Day theme is “Unmasking the Lies: Combating Nicotine and Tobacco Addiction,” aiming to expose the various marketing strategies the tobacco and nicotine industries use to package their products as trendy, attractive, and seemingly harmless, with particular focus on promoting to young people.
Isham stated that nowadays, the industry not only sells traditional cigarettes, but also actively promotes e-cigarettes, nicotine pouches, and synthetic nicotine products. These products often use brightly colored packaging, fruit or candy flavors, and modern designs resembling tech gadgets or everyday items, which readily attract children and teenagers to try them, while neglecting the severe health harms of nicotine addiction.
He said that social media, digital platforms, and online gaming have become important marketing channels for these products. Through influencer promotions, short videos, pop culture, and modern lifestyle content, the use of nicotine products is increasingly being perceived by young people as a normal phenomenon.
Although Brunei bans the sale of e-cigarettes and has no licensed tobacco distributors domestically, nicotine products still enter the market through online sales, social media, cross-border smuggling, and private resales.
According to the 2019 Global School Health Survey (GSHS), the smoking rate among adolescents aged 13 to 17 is 9.8%, and the e-cigarette use rate among those aged 13 to 15 is 13.3%.
He pointed out that, compared to the 2022/2023 STEPS survey results, the smoking rate among adults aged 18 and over is 13.4%, and the e-cigarette use rate is 11%, indicating that the e-cigarette use rate among adolescents is even higher than that of adults—a worrying trend.
Isham emphasized that nicotine is a highly addictive substance that can severely affect brain development in children and adolescents, not only damaging learning ability, concentration, and emotional control, but also increasing the risk of exposure to other addictive substances in the future.
He said multiple studies have shown that young people who have never smoked but start using e-cigarettes are three times more likely to become heavy smokers in the future. Additionally, nicotine exposure is also associated with anxiety, depression, and other emotional and psychological issues.
He also warned that in recent years, the problem of e-cigarettes containing illegal substances and dangerous drugs has become increasingly serious, possibly causing hallucinations, mental disorders, seizures, loss of consciousness, psychosis, aggressive behavior, drug overdose, and even death.
He stated that the use of e-cigarettes containing illegal drugs not only endangers health but also involves serious criminal offenses and is absolutely not to be taken lightly.
Isham called on parents, educational institutions, government departments, community leaders, and the public to work together to strengthen health education, raise awareness of the harms of tobacco and nicotine products, and support evidence-based regulatory policies to reduce the appeal and accessibility of these harmful products to young people.
He also encouraged those intending to quit smoking or stop using e-cigarettes to make good use of the smoking cessation clinic services set up by the Ministry of Health at national health centers, including counseling, professional support, and Nicotine Replacement Therapy (NRT).
“Let us work together to build a healthier, safer, tobacco- and nicotine-free society, and create a better future for the nation and the next generation,” he said.
He pointed out that this year's World No Tobacco Day theme is “Unmasking the Lies: Combating Nicotine and Tobacco Addiction,” aiming to expose the various marketing strategies the tobacco and nicotine industries use to package their products as trendy, attractive, and seemingly harmless, with particular focus on promoting to young people.
Isham stated that nowadays, the industry not only sells traditional cigarettes, but also actively promotes e-cigarettes, nicotine pouches, and synthetic nicotine products. These products often use brightly colored packaging, fruit or candy flavors, and modern designs resembling tech gadgets or everyday items, which readily attract children and teenagers to try them, while neglecting the severe health harms of nicotine addiction.
He said that social media, digital platforms, and online gaming have become important marketing channels for these products. Through influencer promotions, short videos, pop culture, and modern lifestyle content, the use of nicotine products is increasingly being perceived by young people as a normal phenomenon.
Although Brunei bans the sale of e-cigarettes and has no licensed tobacco distributors domestically, nicotine products still enter the market through online sales, social media, cross-border smuggling, and private resales.
According to the 2019 Global School Health Survey (GSHS), the smoking rate among adolescents aged 13 to 17 is 9.8%, and the e-cigarette use rate among those aged 13 to 15 is 13.3%.
He pointed out that, compared to the 2022/2023 STEPS survey results, the smoking rate among adults aged 18 and over is 13.4%, and the e-cigarette use rate is 11%, indicating that the e-cigarette use rate among adolescents is even higher than that of adults—a worrying trend.
Isham emphasized that nicotine is a highly addictive substance that can severely affect brain development in children and adolescents, not only damaging learning ability, concentration, and emotional control, but also increasing the risk of exposure to other addictive substances in the future.
He said multiple studies have shown that young people who have never smoked but start using e-cigarettes are three times more likely to become heavy smokers in the future. Additionally, nicotine exposure is also associated with anxiety, depression, and other emotional and psychological issues.
He also warned that in recent years, the problem of e-cigarettes containing illegal substances and dangerous drugs has become increasingly serious, possibly causing hallucinations, mental disorders, seizures, loss of consciousness, psychosis, aggressive behavior, drug overdose, and even death.
He stated that the use of e-cigarettes containing illegal drugs not only endangers health but also involves serious criminal offenses and is absolutely not to be taken lightly.
Isham called on parents, educational institutions, government departments, community leaders, and the public to work together to strengthen health education, raise awareness of the harms of tobacco and nicotine products, and support evidence-based regulatory policies to reduce the appeal and accessibility of these harmful products to young people.
He also encouraged those intending to quit smoking or stop using e-cigarettes to make good use of the smoking cessation clinic services set up by the Ministry of Health at national health centers, including counseling, professional support, and Nicotine Replacement Therapy (NRT).
“Let us work together to build a healthier, safer, tobacco- and nicotine-free society, and create a better future for the nation and the next generation,” he said.