The Media Alliance in Tobacco Control and Health (MATCOH) has joined the global campaign to commemorate this year’s World No Tobacco Day (WNTD), observed under the theme: “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products.”
In Ghana, the national observance is being led by the Food and Drugs Authority (FDA) and its partners in the Volta Region, with a series of public education and advocacy events aimed at exposing the deceptive marketing strategies used by the tobacco and nicotine industries. These tactics—including flavored products, attractive packaging, and youth-focused promotions—have been widely criticized for enticing young people into addiction.
MATCOH has described this year’s theme as a crucial reminder for both policymakers and the general public to confront the manipulative techniques used to market tobacco and nicotine products, especially to the youth. The Alliance emphasized that flavored tobacco products have significantly contributed to the rise in smoking among young people.
“Glamorous marketing and flavored tobacco are dangerous tools of addiction. We must raise awareness and push for policies that protect our future generations,” stated Jeorge Wilson Kingson, Chairman of MATCOH.
The campaign aligns with broader health efforts by the Ghana Health Service (GHS), the FDA, and Civil Society Organizations such as the Ghana NCD Alliance, all working to reduce the burden of tobacco-related diseases in the country. Planned activities for the national launch include community outreach, media advocacy, and stakeholder dialogues designed to unmask the operations of the tobacco industry and promote behavioral change.
MATCOH is calling on all stakeholders—government officials, public health professionals, CSOs, educators, parents, and the media—to support stronger tobacco control measures. These include a ban on flavored tobacco products and tighter restrictions on advertising and marketing targeted at minors.
“As we mark World No Tobacco Day 2025, we reaffirm our commitment to safeguarding public health through awareness, policy advocacy, and community-driven action,” the organization said in a statement signed by its Project and Communication Officer, Derick Kwame Botsyoe.
The Media Alliance in Tobacco Control and Health (MATCOH) is a leading advocacy organization in Ghana focused on reducing tobacco use through public education, strategic media engagement, and policy advocacy to foster healthier communities.