Public health experts have raised alarms about the persistent threat of tobacco use, particularly among youth, urging for more robust legislation and tighter enforcement to reduce consumption. Globally, tobacco remains a leading cause of death, responsible for more than eight million fatalities annually—accounting for about one in every ten deaths worldwide. This toll includes over seven million direct smokers and approximately 1.3 million non-smokers who die prematurely due to second-hand smoke exposure.

In connection with World No Tobacco Day, observed on May 31, the World Health Organization (WHO) issued a report highlighting concerns about rising tobacco use in Oman. The country is projected to be among just three in the Eastern Mediterranean region expected to see an increase in smokers by 2030. Dr. Hanan Balkhy, WHO Regional Director for the Eastern Mediterranean, attributed this trend to deliberate marketing strategies employed by the tobacco industry. These include the use of flavors to mask the harshness of tobacco products, appealing packaging, and digital campaigns that normalize use, especially among younger populations.

Dr. Balkhy noted that weak regulatory frameworks, enforcement shortfalls, and persistent industry interference compound the problem, contributing to what she described as a growing and evolving tobacco epidemic. The region already bears one of the highest burdens of youth tobacco use globally, with an estimated 5.5 million children aged 13 to 15 currently using tobacco products, fostering early nicotine addiction.

In Oman, around 17 percent of the population is estimated to be addicted to smoking. Higher prevalence rates have been observed among expatriate communities originating from countries where tobacco use remains widespread.

Dr. Jawad al Lawati, Head of Tobacco Control at Oman’s Ministry of Health, emphasized concerns about the tobacco industry’s pivot toward alternative nicotine products. Speaking on the sidelines of World No Tobacco Day, he said companies and sellers increasingly use the term "novel" to promote products such as e-cigarettes, heated tobacco devices, and nicotine pouches. This marketing approach contradicts the country’s tobacco control policies.

“Although global tobacco control efforts, government interventions, and public awareness campaigns have contributed to declining smoking rates worldwide, the industry has adapted by expanding alternative nicotine products to sustain addiction and broaden its consumer base,” Dr. al Lawati said. He stressed that while the product landscape has changed, the industry's underlying strategy to maintain nicotine dependence and circumvent regulations remains unchanged, calling for immediate action to address this challenge.