4S Strategy Needed to Combat Vaping, HNB Menace: BJP Spokesperson Shehzad Poonawalla

Hyderabad: “The crusade against vaping must involve not just mothers but the whole society since these new-age nicotine delivery products are way more harmful than conventional smoking,” said BJP National Spokesperson Shehzad Poonawalla, as he joined Padma Shri awardee Dr Deepa Malik at the launch of a nationwide campaign titled ‘Please STOP This’ aimed to combat the growing menace of novel nicotine delivery products such as vapes, e-cigarettes, heat-not-burn devices, and nicotine pouches among Indian children and youth.

“I identify a 4S strategy to keep our kids safe from such new-age addiction,” he said.

“The whole of ‘Samaj’ or Indian society must step in for stopping this menace; While ‘Sarkar’ or the government has put into place stringent laws, we must ensure that implementing agencies and law enforcement agencies should crack down more strictly; we must also have a positive presence on ‘Social Media’ since our kids are on social media. We all need to be there too to drive out the negative messages that project vaping to look “cool”; we must project positive activities, such as gymming or running, as cool things. Last, but extremely important is ‘Sports’ since it is the best panacea for keeping kids away from the menace of vapes and addiction to such dangerous new-age devices,” Poonawalla added.

‘Please STOP This’ is an initiative of Mothers Against Vaping (MAV), a collective of concerned mothers dedicated to combating the growing crisis of novel nicotine delivery products such as vapes, e-cigarettes, heat-not-burn devices, and nicotine pouches among Indian children and youth.

The launch was attended by Shehzad Poonawala, National Spokesperson, BJP and Dr Deepa Malik - Padma Shri Khel Ratna & Arjuna Awardee and a supporter of Mothers Against Vaping.

Mallika Nadda, Chairperson, Special Olympics Asia Pacific Advisory Council (APAC) also addressed the audience through a video message.

MAV’s ‘Please STOP This’ campaign is powered by a study that exposes the alleged hidden agendas and tactics of multinational tobacco companies attempting to bypass the current ban on these products in India. The study, based on extensive research from available medical and non-medical sources, as well as past legal cases and media investigations, reveals

on children. I wholeheartedly support the mothers who want to secure the lives of future generations and are working tirelessly to build awareness around this important subject. I am confident that this initiative will go from strength to strength and help in dispelling the myths created by makers of new-age devices.”

Deepa Malik, who has been a strong advocate for the cause, said, “The findings of the Mothers Against Vaping study shed light on the tactics being deployed by manufacturers of new-age gateway devices to bypass our laws and target vulnerable populations, particularly children and youth. There is an urgency for all stakeholders to remain vigilant and work together to prevent the entry of these harmful products into our country. We must channel the boundless energy of our adolescents toward embracing a culture of health and fitness. For this, it is crucial that parents, teachers, and all stakeholders involved in raising children remain steadfastly committed to keeping them free from addictions and related abuses.”

The launch of the campaign, ‘Please Stop This’, also witnessed an engaging panel discussion among representatives from parenting and education sector, such as Madhur Gupta -Principal CBSE, Genesis Global School, Noida; Sanjukta Mukherjee – Deputy Head of Senior Years, Shiv Nadar School, Noida; Ashish Agarwal - Co- Founder, Pragyanam School and Footprints Play School; Sushant Kalra - Parenting & Teacher Coach; Founder, Parwarish; Dr Bhawna Barmi – Renowned Psychologist; Founder, Happiness Studio; Ms. Shruti Nagar Dave – Author, Education Specialist and Advisor to Schools & Families.

The top 10 tactics identified by Mothers Against Vaping (MAV) study that manufacturers of vapes, e-cigarettes and heat-not-burn devices are allegedly using to make inroads into controlled markets like India are as follows:

1. Buying into science: Global manufacturers of these products have used Japan as a testing ground for introducing heat-not-burn (HNB) products and e-cigarettes, creating false narratives about the safety of these products. Notably, prestigious universities in Japan—Tokyo and Kyoto—have been accused of allegedly producing biased research that favours the tobacco industry, despite the health risks posed by these products.

2. Using deceptive health industry vocabulary for ‘Dual Use’: Research has shown that new nicotine products, like HNBs, are not alternatives to smoking, but gateways that lead to nicotine addiction and increased likelihood of regular cigarette use. This has been corroborated by Indian Council of Medical Research White Paper. These products are marketed as a “harm reduction” solution, while in reality, they are designed to addict non-smokers, particularly youth and kids, to nicotine.

3. Sponsoring research for obvious outcomes: The study reveals how the manufacturers of these products allegedly sponsor scientific research to create doubt about the harms of their products. The Tobacco Control Research Group at the University of Bath has called this tactic as ‘Science for Profit Model’: strategies for influencing science are used to “purposefully-create misinformation, doubt, and ignorance”, to “obscure the harms of industry products and practices” and to “oppose regulation that could threaten corporate profits”.

4. Hiding higher health risks: Despite claims of being a safer alternative, Heat-not-burn (HNB) products have been found to increase health risks, including respiratory failure, mental health issues, and even lung injuries like EVALI (e-cigarette or vaping-associated lung injury). These products also release dangerous substances, such as carcinogens and toxins, making them as harmful as regular cigarettes.

5. Use of front groups: Despite the blanket ban on HNB products, global manufacturers are allegedly using front groups to influence policymakers and push for the repeal or weakening of the ban. They have been buying into pharma companies and using them and other groups who are working behind the scenes to advance the interests of the tobacco industry, often under the guise of independent organisations.

6. Misleading policymakers: It is alleged that global manufacturers of these products have not informed the public, policymakers and stakeholders that their studies on emissions from heated tobacco found high concentrations of particulate matter, tar, acetaldehyde (carcinogen), acrylamide (potential carcinogen), an acrolein metabolite (toxic and irritant) and formaldehyde (potential carcinogen). Twenty-two harmful or potentially harmful substances were >200% higher and seven were >1000% higher than in reference cigarette smoke. Human studies show there is no detectable difference between users of heated tobacco and cigarettes for 23 of 24 potential harmful biomarkers, says European Respiratory Society.

7. Targeting Children & Youth: Global manufacturers of these products are allegedly using aggressive marketing tactics to lure children and adolescents. Fruit and candy flavours and cartoonish and futuristic toy- gadget-like designs are being used to make these products attractive to the younger demographic. The WHO reports that the tobacco industry’s advertisements are having a significant influence on youth, with 85 per cent of 15-30-year-olds being exposed to e-cigarette advertising. Kids are easy targets for these companies because if you pick up a nicotine addiction before the age of 21, there's a good chance you will be addicted for life, says WHO. The study highlights troubling statistics from India, where a 2022 report showed a rising trend of use of these products among urban schoolchildren, despite the products being illegal. The government has reported over 350 violations related to vapes and HNB products since 2022.

8. Social media strategies: Global manufacturers of these products are allegedly increasingly using social media and "cool influencers" to promote their products, targeting young audiences and circumventing traditional advertising regulations.

9. Media misinformation: Global manufacturers of these products have used media campaigns to undermine existing regulations. Taking note of blatant violations, in May 2023, India’s Ministry of Information and Broadcasting issued a warning about violations of the Prohibition of Electronic Cigarettes Act, 2019, during a Business Summit that promoted e-cigarettes.

10. Circumventing legal supply chains for market penetration: Historically, the global manufacturers of these products have had alleged links with supply chain partners who were found to be part of the illicit trade. A 2011 report highlighted this as a practice in the UK. Companies have been found to be involved in smuggling operations in countries such as China, and in Africa. In India vapes and HNB products, though illegal, have found their way into the market, especially near schools and colleges.