Mothers Against Vaping, a united front of concerned mothers combating the escalating vaping crisis among our youth, has lauded the government for its Tobacco Free Youth Campaign 2.0 and has called upon the urgency to raise preventive awareness on ban and harmful effects of New-Age Gateway devices like e-cigarettes, vapes, and heat-not-burn devices for India to meet its tobacco control goals for the youth. For more than a year, Mothers Against Vaping has been spearheading a campaign to raise the critical issue of these electronic devices creating havoc in the lives of our children and youth, highlighting the possibility of a new generation of nicotine addicts due to these new-age gateway devices.

Mothers Against Vaping was an invitee to the national launch event organised by the Ministry of Health and Family Welfare, Government of India, at Lady Hardinge Medial College, New Delhi, on 24th September, 2024. The campaign was inaugurated by the Honourable Union Minister of Health and Family Welfare, Shri Prataprao Jadhav, Union Minister of State (Independent Charge) for Ministry of Ayush and Minister of State for Ministry of Health & Family Welfare.

Mothers Against Vaping is supporting the Ministry of Health and Family Welfare in the latter’s goals related to tobacco control by raising public awareness on the ill-effects of consumption of new-age gateway devices.

During the event, a video message from Dr. Deepa Malik, Padma Shri Khel Ratna & Arjuna Awardee and a member of Mothers Against Vaping was played out.

“I am a strong supporter of the work being done by Mothers Against Vaping. It is an important initiative which will give the right direction and the right choices to the youth. I also thank the Government of India for the Tobacco Free Youth Campaign 2.0 as it will create awareness and keep the youth of India fit and aware,” said Dr. Deepa Malik in the video message.

She further explains, “It is sad to see even very young children taking up vaping thinking it is less harmful. The fact is that it is illegal and also more harmful. I urge our youth to stay away from vapes and e-cigarettes and focus on their health, fitness, and growth.”.

Mothers Against Vaping has been conducting educational campaigns aimed at diverse stakeholders, including parents, teachers, policymakers, and children, to highlight the harmful effects of nicotine consumption through new technology devices and the risk of these devices serving as gateways to more dangerous substances. The group has also been leveraging the expertise and first-hand experiences of medical experts as they can offer insights to contradict the misleading narratives around new-age gateway devices as promoted by the tobacco industry. Mothers Against Vaping has also found support among distinguished icons and influential role models.

Mothers Against Vaping has repeatedly highlighted that many children, teenagers, and even parents mistakenly believe that e-cigarettes and heat-not-burn devices are less harmful. They are unaware of the harmful chemicals in these products, which can cause various health illnesses, including serious lung ailments.

The group advocates for a comprehensive ban on any kind of promotion, direct or indirect, of all vaping devices, including non-nicotine variants by proactively talking about the subject. They propose utilising effective digital marketing strategies, such as engaging influencers and peers, so that the children and youth understand the importance of rejecting these new-age gateway devices.

Additionally, Mothers Against Vaping have also been urging the government and policymakers to prioritise combating smuggling to disrupt illicit supply chains of these devices. This will enforce the ban on these products effectively, control their spread, and, most importantly, save the youth and children from indulging in these addictive and harmful substances. Through all of these combined efforts and initiatives, Mothers Against Vaping seeks to enhance awareness about new-age gateway devices and create an environment so that the youth can make healthier choices.