By Dr Siti Idayu Hasan & Assoc. Prof. Dr Farizah Mohd Hairi
AS World Children’s Day approaches on November 20, 2024, with the theme ‘For every child, every right’ we are reminded of our duty to protect and promote the
fundamental rights of the next generation. Among these rights are the essentials: the right to health, access to quality education, and protection from harmful influences.
Today, one of the most pressing threats to our children’s well-being is the alarming rise of e-cigarette use and vaping among youth. The newly enacted Control of Smoking Products for Public Health Act 2024 (Act 852) in Malaysia, effective from 1 st October 2024, provides a timely legal framework to address this issue. However, legislation alone cannot win this fight – we need education and social media as powerful tools to reinforce this effort.
Vaping has gained concerning popularity among young Malaysians, with adolescent vaping rates rising from 9.8% in 2017 to 14.9% in the 2022 according to the National Health and Morbidity Survey (NHMS). The allure of vaping is exacerbated by extensive time spent on social media, where targeted advertising has turned these platforms into battlegrounds for youth health.
The tobacco industry, with its history of targeting vulnerable audiences, now uses social media channels like Facebook, X, Instagram, TikTok, and Snapchat to lure young users into nicotine dependency. Eye- catching packaging, cartoon-themed designs, and enticing flavours are marketed to appear harmless, while endorsements from popular influencers, add appeal. Yet, these tactics mask the real risks of vaping, turning it into a trap for a generation too young to grasp the full scope of addiction.
The consequences of unchecked vaping can be severe. Research links vape use to respiratory issues, cardiovascular problems, and cognitive impairment. Adolescents
who start vaping are at greater risk of transitioning to traditional cigarette smoking or dual users, increasing their odds of long-term addiction.
Nicotine also disrupts adolescent brain development, affecting concentration, memory, and mood regulation – potentially derailing futures before they begin. Without prompt intervention, these physical and mental health impacts could impose lifelong challenges on young people.
Studies reveal the direct link between exposure to pro-vaping content and increased vaping among youth. Research from the University of York’s Luana Chacon Santos
warns of the potential for e-cigarette normalization to mirror the harmful impact of tobacco promotion in previous decades. If allowed to continue, this trend threatens to undo years of public health progress.
Yet, social media also offers an unprecedented opportunity to counteract these messages and connect with young people in positive ways. Evidence shows that targeted anti-vaping campaigns on platforms like Facebook and Instagram can shift youth perspectives, reducing their inclination to vape and increasing awareness of industry manipulation. In one 60-day campaign, young participants reported a marked decrease in pro-vaping attitudes, highlighting social media’s potential as a powerful tool for awareness.
For these campaigns to succeed, however, our approach must be strategic and youth-cantered. By partnering with influencers who advocate for healthy, vape-free
lifestyles, we can amplify critical health messages. When admired influencers speak out against vaping, they can inspire young people to resist social pressures and make healthier choices. Engaging visuals-like Infographics, memes, and short videos can also capture young audiences’ attention, delivering crucial information in formats they connect with. Online support communities can further provide spaces for youth to share experiences and resist vaping pressures together.
Educational institutions are essential allies in this mission. Schools can integrate comprehensive lessons about the dangers of vaping within health programs,
reaching students where they are most receptive. Act 852 provides a solid legal foundation, but policymakers must enforce regulations on social media advertising
and monitor influencer marketing to effectively shield young people from harmful content.
This World Children’s Day, let us reaffirm our commitment to equipping every child with the knowledge and resources to make informed choices about their health.
Education and resilience go hand in hand – our children must not only understand the risks of vaping but feel empowered to resist pressures from peers and
influencers. While the tobacco industry’s tactics are relentless, so is our resolve to protect our children’s future. With Act 852 as our legislative support, we can leverage education and social media to turn the tide against vaping.
For every child’s health and safety, we must act now. By prioritizing education, utilizing social media’s reach, and strengthening regulatory oversight, we can nurture a healthier, more informed generation. This World Children’s Day, let’s unite to protect every child’s right to a future free from the grip of vaping and nicotine addiction. Together, we can champion a safer, healthier tomorrow.
Happy World Children’s Day!
The authors are from the Department of Social and Preventive Medicine, Faculty of Medicine, Universiti Malaya.
