Accra: The Vision for Alternative Development (VALD), a non-governmental organization, has firmly rejected the tobacco industry’s so-called Tobacco Harm Reduction (THR) strategies and called on the government not to fall for what it described as a rebranded narrative of addiction. In a statement signed by Mr. Issah Ali, Executive Director of VALD, the organization urged the Government of Ghana, the Ministry of Health, the Food and Drugs Authority, and other key stakeholders to ban flavoured tobacco and nicotine products.

According to Ghana News Agency, ‘The THR strategy is aimed at attracting youth through flavoured products, sleek packaging, and misleading harm reduction claims,’ the statement said. The call came as part of activities to mark World No Tobacco Day, commemorated globally on May 31. This year’s theme, ‘Unmask the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products,’ sheds light on marketing practices used by the tobacco industry to normalize and promote nicotine use-particularly among young people.

VALD said the theme serves as a timely reminder that behind the glossy promotion of e-cigarettes, nicotine pouches, and other so-called safer alternatives are deliberate strategies designed to sustain addiction, boost profits, and expand the industry’s influence-especially in low- and middle-income countries such as Ghana. ‘The tobacco industry is quietly expanding its footprint through flavoured nicotine products marketed as trendy and harmless, lobbying for the acceptance of THR strategies, and promoting products that keep youth addicted to nicotine,’ it stated.

VALD expressed deep concern over recent media narratives portraying THR as a public health solution in Ghana, stating that such narratives are largely influenced by the tobacco industry and its affiliates, who frame products like vapes and pouches as reduced-risk tools. ‘VALD’s position remains clear: nicotine is addictive, regardless of the delivery method. There is no safe level of tobacco or nicotine use. The push for THR in Ghana is industry-driven, profit-centered, and disregards public health,’ the statement emphasized.

The organization called on the government to: Enforce existing laws on tobacco advertising and age restrictions; reject policy interference from the tobacco industry and its front groups, develop robust national research and surveillance systems; and intensify public education on the dangers of all tobacco and nicotine products. ‘The solution is not to trade one addiction for another, but to implement clear public health policies that place people before profit,’ the statement added.

‘Ghana needs stronger regulation, an independent scientific research hub, and increased investment in cessation support-not an open door for nicotine rebranding.’ As the world observes World No Tobacco Day, VALD urged policymakers, academia, civil society organizations, parents, and the media to stand united in protecting future generations from the manipulative tactics of the tobacco industry. ‘We must unmask the appeal and defend public health,’ it concluded.