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The demand will remain, and others will simply fill it, whether competitors or participants in the illicit market

This shift helps brands build a positive image and attract environmentally conscious customers

WHO calls on all sectors to help stop marketing tactics of tobacco and related industries that prey on children and young people: Schools refuse any form of sponsorship and prohibit representatives from nicotine and tobacco companies from speaking to students Celebrities and influencers reject all offers of sponsorship Television and streaming services stop showing tobacco or e-cigarette use on screen Social media platforms ban the marketing of tobacco and related products and prohibit influencer marketing Government and financial sector divest from tobacco and related industries Governments ban all forms of tobacco advertising, promotion and sponsorship Countries can protect children from industry exploitation by putting in place strict tobacco control laws, including regulating products like e-cigarettes that have already begun to hook a new generation of young people.