DUBLIN, IRELAND
23 - 25 JUNE 2025
World Environment Day 2025 comes at a time of growing urgency – not just for climate action and conservation, but for confronting hidden drivers of environmental harm. Among them: the global tobacco industry.
Ahead of the World Conference on Tobacco Control (WCTC), in our latest interview we ask The Union’s Executive Director Dr Cassandra Kelly-Cirino to reflect on the underrecognised climate harm of tobacco – and why the upcoming conference is a critical moment for action.
Q: Dr Kelly-Cirino, the environmental impact of tobacco is often less recognised than its burden on public health. Why is it important to bring this issue to the fore on World Environment Day?
While the devastating health consequences of tobacco use are well known, the environmental damage caused across the tobacco supply chain receives far less attention. From air pollution and soil degradation to deforestation and waste from disposable vapes and cigarette filters, the industry continues to drive significant environmental harm globally.[1]
World Environment Day offers an important opportunity to widen our lens. It allows us to take a more holistic view – to understand that tobacco is as much a global sustainability issue as it is a global health issue. And looking ahead, we must ensure that tobacco control is firmly recognised as an essential component of global sustainability efforts.
Q: What makes now the right time to bring tobacco control into global sustainability conversations?
We can’t afford not to. People rightly associate tobacco with lung disease or cancer, but its impact on the earth is still largely absent from mainstream climate strategies. The sustainability agenda risks falling behind and holding back global action on climate and development goals.
On the other hand, this gap in awareness means we can broaden our outlook – to recognise that tobacco control is not only about saving lives, but also about protecting our planet. Tobacco farming is often a deeply damaging livelihood. Tobacco is a weak crop that demands heavy use of pesticides – many of which are highly toxic and often applied by farmers without adequate protection or knowledge of the long-term risks. These chemicals degrade the land and poison the people that work on it.
Over time, the soil becomes depleted and less productive, pushing farmers into a cycle of debt, dependency, and environmental decline. This illustrates the real scale of harm tobacco production and why now is the time to embed tobacco control within climate action frameworks.
Q: Could you tell us about the specific environmental impacts of tobacco and nicotine products?
The scale of the environmental damage linked to tobacco is deeply concerning. Tobacco cultivation continues to drive deforestation, particularly in low- and middle-income countries, where land is frequently cleared for farming. These are often pesticide-intensive monocultures (the practice of growing a single crop over a large area) that deplete the soil and contribute to desertification. Additionally, the tobacco curing process relies heavily on firewood, accelerating forest loss and air pollution [2].
The tobacco waste crisis is equally alarming. An estimated 4.5 trillion cigarette butts are discarded each year – most of them non-biodegradable and laden with toxic substances that leach into soil and water systems[3]. With the rise of disposable vapes, plastic and electronic waste are increasingly making their way into ecosystems[4].
Equally concerning is the tobacco industry’s ongoing greenwashing efforts[5]. While promoting environmental projects and Environmental, Social, and Governance (ESG) credentials, the industry
continues to expand production, evade regulatory scrutiny, and obscure the full scale of its environmental impact. These practices must be exposed and challenged.
Q: What role do public health communities have to play in tackling environmental damage caused by the tobacco industry?
What is clear is that we must confront the damage head-on with cross-sectoral collaboration. In a time of global uncertainty, tobacco control must remain a central part of international efforts to protect public health.
We must work closely with civil society and international institutions to build and sustain the next generation of tobacco control leaders equipping future advocates with the tools they need to navigate an increasingly complex global landscape.
Sustainable financing is also essential. We must continue advocating for robust domestic investment while championing innovative approaches, such as enabling tobacco farmers to transition to more sustainable livelihoods.
Lastly, as the public health community, we must speak with one voice, exposing tobacco industry tactics that delay and defect public health.
Q: The Union is hosting the World Conference on Tobacco Control later this month. How does the conference advance the environmental agenda?
The conference will intentionally bring environmental concerns into global tobacco control discussions. We’re showcasing real-world success stories – like the Tobacco-Free Farms Initiative, which is helping farmers transition from tobacco to crops like high-iron beans. Initiatives like this represent win-win solutions: they bolster food security, reduce environmental degradation, and enhance the economic resilience of local communities.
We’re also looking forward to hearing from Sprina Chacha, a former tobacco farmer from Kenya, who will share first-hand insights into the critical role of grassroots efforts to shift away from tobacco with the help of viable markets for alternative crops, and why community-led solutions are key to building trust, strengthening bargaining power, and providing greater economic agency to local people. Her insights reinforce how we can turn away from tobacco production to shape more resilient, sustainable agricultural systems, together.
Q: Finally, what do you hope attendees will take away from WCTC – particularly those working at the intersection of health and the environment?
I hope they leave feeling connected and equipped: connected to a growing movement that sees tobacco control as fundamental to environmental justice, and equipped with the evidence, arguments, and allies to make change in their own countries and communities.
This World Environment Day, we must not overlook the role of tobacco. It’s time to challenge the industry’s misleading solutions and instead support genuine, impactful alternatives. And let’s use WCTC as a springboard to accelerate action – for people, and for the planet.
This year’s World No-Tobacco Day (31 May) is sounding the alarm on a familiar foe with a fresh mask. Under the chosen theme “Unmasking the appeal: exposing industry tactics on tobacco and nicotine products,” this year’s campaign calls out the marketing of e-cigarettes, heated tobacco, and nicotine pouches as “healthier” options.
To help us unpack the underlying tactics the Big Tobacco is deploying we spoke with Professor Guy Marks, President of the International Union Against Tuberculosis and Lung Disease (The Union). In this interview, Prof Marks discusses why these re-branding efforts cannot erase decades of harm, how public-health champions can retake the narrative – and why the World Conference on Tobacco Control will be a pivotal turning-point.
The theme of this year’s World No-Tobacco Day is about “unmasking” industry tactics. Why is that framing important right now?
Prof Marks: Primarily, because masks work. The industry has learned that when people stop buying cigarettes because they know how harmful they are, you pivot to marketing new products as a less-harmful alternative. New flavours, sleek devices, celebrity endorsements—everything is designed to feel modern, healthy, even tech-savvy.
But the core business model has not changed: profit through harmful addiction. When we call it a mask, it helps remind the public that the same old face is underneath.
Which specific tactics worry you most with the rise of novel nicotine products?
Prof Marks: I think the most important that comes to mind is the youth-targeted design with colours, gamified apps, disposable “starter” vapes. These are formats that resonate with young people who have never picked up a pack of cigarettes before getting them addicted to nicotine.
There is also the “wellness” framing and vocabulary – using phrases like ‘smoke-free’ or ‘clean’ nicotine which allows them to own the public-health language. Ultimately, these tactics dilute the messaging we’ve built for decades: that any form of nicotine initiation carries health risks and social costs.
The industry often positions these products as part of a harm-reduction strategy. How do we reclaim that narrative?
Prof Marks: If the data, the devices, or the discourse are controlled by companies that sell nicotine, this becomes brand extension strategy and effort. To counter this, we need to publish transparent evidence comparing cessation success versus relapse risk for each product class and elevate lived experience from smokers who quit without turning into perpetual vapers.
It’s also incredibly important to have agile regulation to ensure that tactics such as advertising, packaging, flavour bans are controlled, and that the messaging we’ve built cannot be diluted.
These exact topics will be front and centre in the “Pushing tobacco companies out of the public health space” State of the Art session at the upcoming World Conference on Tobacco Control.
What is your call to action for advocates as 31 May approaches?
Prof Marks: If people grasp that a mask’s purpose is deception, they become curious investigators rather than passive consumers. Just by raising awareness around the insidious marketing of dangerous products under the guise of harm-reduction, we start to chip away at the facade.
Second, we should constantly bring success stories into the dialogue. We want the upcoming Conference to be an opportunity for everyone to cheer on the efforts across the world.
Finally, remember that the industry’s attempts to re-invent itself is the proof that we’re continuously making strides in this fight and winning it each battle at a time.
Closing Thoughts
World No-Tobacco Day 2025 is not just about shedding light on the harmful tactics that keep future generations addicted to nicotine; it is rather about spotlighting the solutions. By unmasking false narratives and pushing tobacco interests out of health policy, leaders like Prof Guy Marks believe we can secure a future where the next generation associates nicotine with the harmful effects and long-term consequences it brings—not with fruity flavours.
The International Union Against Tuberculosis and Lung Disease (The Union) is thrilled to announce that the full programme is now available ahead of the World Conference on Tobacco Control, which will be held in Dublin from 23 – 25 June. Featuring groundbreaking research, policy innovations, and collaborative opportunities across the global tobacco control landscape, the Conference is poised to be a landmark moment for global tobacco control and lung health communities.
With research recently selected by the Conference’s Content Committee, the programme showcases:
Following five key content tracks, the depth and breadth of the content selected reflect the extraordinary work being done globally to combat tobacco use and industry interference. The programme features diverse global voices who will present cutting-edge research, as well as practical applications for implementing policy across various regions at different stages of the tobacco epidemic.
Notable programme highlights include:
The session aims to inspire action on tobacco industry liability by showcasing its critical role in combating the tobacco epidemic, highlighting innovative strategies and tools, and driving collaboration for impactful outcomes.
This session is designed to update the audience on the latest evidence, the proven interventions recommended by the WHO clinical treatment guideline, the latest innovations in tobacco cessation, and showcase what the WHO, governments and non-state actors currently do to promote tobacco cessation.
This session will focus on examples of success in pushing back against the industry narrative, while also envisioning what more can be done to decisively take back the health and harm reduction narrative from the world’s largest multinational tobacco companies.
This year’s Conference aims to provide a crucial platform for evidence-based approaches to meet practical implementation strategies across diverse socioeconomic and cultural contexts. With dedicated sessions exploring new areas of tobacco control research, such as the intersection of tobacco control with climate change and digital transformation, the programme will equip attendees with insights, innovative tools, and collaborative frameworks necessary to counter sophisticated industry tactics and accelerate progress toward reducing tobacco’s devastating global health impact.
Dr Joanna Cohen, Co-Chair of the World Conference on Tobacco Control Content Committee and Chair of the Department of Health, Behaviour & Society at Johns Hopkins Bloomberg School of Public Health, said: “It’s fantastic for everyone working in global tobacco control to have the chance to convene again at our upcoming Conference.
“We’re incredibly excited about the breadth of research and practice-based evidence which will be presented at the Conference, and look forward to seeing the difference this new knowledge will make in bringing an end to tobacco-caused death and disease.”
Dr Cassandra Kelly-Cirino, Executive Director, International Union Against Tuberculosis and Lung Disease (The Union), said: “The leading research being presented at the World Conference on Tobacco Control will be hugely important for equipping the global tobacco control community in our efforts to curb tobacco use, and its devastating impact, worldwide.
“We’re looking forward to welcoming the global tobacco control community in Dublin, in order to hear more about the difference that this brilliant and varied research will make in promoting a healthier world free of tobacco use.”
And don’t forget: Registration remains open! Join us in Dublin and seize this unique opportunity to learn from global successes and challenges in tobacco control.
Last month, the Content Committee of the World Conference on Tobacco Control convened in New York City, USA, to select the breakthrough research that will be presented at the conference. With over 1,400 abstracts submitted for consideration, we are overjoyed by the volume and quality of the submissions received.
The World Conference on Tobacco Control will be held in Dublin, Ireland, from 23 – 25 June 2025 following a seven-year hiatus. Hosted by the International Union Against Tuberculosis and Lung Disease (The Union), the conference will spotlight groundbreaking policies and help to forge new alliances against the evolving tobacco epidemic. The preliminary programme was published on 26 February.
Attracting thousands of academics, health professionals, non-government organisations and public officials from over 100 countries, convening to drive real change in tobacco cessation and leading to a healthier world for all. The Content Committee plays a crucial role in ensuring that the most insightful research and case studies are spotlighted on a global stage, catalysing this transformative action.
Professor Lekan Ayo Yusuf, Content Committee Co-Chair and Chair of the School of Health Systems and Public Health at the University of Pretoria, said: “Looking back at the last conference, the tobacco control landscape has certainly changed. Covid, the penetration of technology, AI, and persistent industry interference all bring opportunities and challenges for tobacco control research, policy, and practice. We have had a great time reflecting on all the submissions, and look forward to an engaging conference.”
The Content Committee, consisting of world-leading tobacco control experts, have reviewed submissions relating to five key content tracks:
Interested in learning more? Registration for the World Conference on Tobacco Control is now open.
Discussing the submissions received, Magda Korczak-Mleczko, Principal Producer for the World Conference on Tobacco Control, The Union said: “We have had two days of intense programme selection, and we’ve been simply amazed at the quality of abstracts, symposia, and other submissions. The programme in June 2025 will be fantastic; we have so many types of sessions and presentations and we cannot wait to showcase it.”
Nuan Ping Cheah, Laboratory Director, Health Sciences Authority, said: “It’s been really impressive on the number of submissions that we’ve had and the high quality of the information, research and practice in the papers has been incredible. I’m also impressed by the number of submissions coming from the youth.”
Mark Hurley, Vice President, International Communications at Campaign for Tobacco-Free Kids, said: “Now more than ever it’s very important for the global tobacco control community to come together. We need to work closely to collaborate, to learn, and to figure out how we can finally move forward in ending the global tobacco use epidemic. The World Conference on Tobacco Control is going to offer all of these opportunities.”
Dr Joanna Cohen, Content Committee Co-Chair and Chair of the Department of Health, Behavior & Society at Johns Hopkins Bloomberg School of Public Health, said: “I’m so excited to convene again at our upcoming conference on tobacco control. We’ve put a terrific programme together and it will be a wonderful opportunity to see each other and exchange ideas as one community.”
Dr. Fenton Howell is medical graduate of University College Dublin, Ireland, and completed higher specialist training in Public Health Medicine in 1991. He is the former National Tobacco Control Adviser to the Department of Health, is a Clinical Associate Professor in Public Health in the Department of Public Health and Primary Care at Trinity College Dublin, and is a board member of the National Cancer Registry Ireland. Dr. Fenton Howell is a Fellow of both the Faculty of Public Health Medicine of Ireland and the Royal College of Physicians of Ireland. He is a past Dean of the Faculty of Public Health Medicine of Ireland, and past President of the Royal Academy of Medicine in Ireland, the All Ireland Social Medicine Group and the Irish Medical Organization. He has previously served on the boards of ASH Ireland, the Tobacco Free Research Institute, the European Network on Smoking Prevention, the Institute of Public Health in Ireland and the Medical Bureau of Road Safety, and he chaired the Prevention Working Group for the Ireland–Northern Ireland–United States National Cancer Institute Cancer Consortium.
Dr. Gan Quan, PhD, is Senior Vice President at Vital Strategies, where he leads the Tobacco Control Division, comprising a global team working with governments and civil society partners around the world to reduce tobacco use, the leading preventive cause of deaths worldwide. The Division has supported work in more than 50 low- and middle-income countries with a focus on evidence-based tobacco control policies and implementation, capacity building, and countering interference from the tobacco industry.
Dr. Gan Quan has more than 15 years of international experience in health system building, policy implementation, government partnership, and policy research. Prior to joining Vital Strategies, Dr. Gan Quan spent 14 years with the International Union Against Tuberculosis and Lung Disease (The Union), first as Technical Advisor, then Director of China Office, and most recently as Director of Tobacco Control Department. Before joining The Union, Dr. Gan Quan was a research fellow at the Center for Tobacco Control Research and Education at University of California, San Francisco.
