31 May marks World No Tobacco Day (WNTD), a global campaign led by WHO and public health advocates to raise awareness about the dangers of tobacco use and expose the harmful tactics of the tobacco industry. This year’s theme, “Unmasking the appeal”, highlights how the tobacco and nicotine industries use marketing strategies to make their harmful products attractive, particularly to young people.
The rise in nicotine product use among youth is alarming. In 2022, an estimated 12.5% of adolescents in the Region used e-cigarettes, compared to only 2% of adults. In some countries, e-cigarette use among school-aged children was 2–3 times higher than cigarette smoking, underscoring the urgent need for stronger regulations and youth-focused prevention efforts.
The public health community across the WHO European Region is working tirelessly to address this challenge, and WNTD provides an opportunity to acknowledge and celebrate some of these successes. The 2025 WNTD awards recognize 5 exceptional individuals from the WHO European Region who are leading the fight to protect public health. Whether by exposing industry interference, advocating for stricter regulations or raising awareness, these champions are making a significant impact in advancing tobacco control.
Armenia: Dr Lena Nanushyan, First Deputy Minister of Health of the Republic of Armenia
Dr Lena Nanushyan has been a prominent advocate for tobacco control in Armenia, with over 20 years of experience in health systems strengthening and primary health care. She has actively collaborated with local and international nongovernmental organizations (NGOs), contributing to the design and promotion of policies to reduce tobacco use and create smoke-free environments. Her leadership was pivotal in developing Armenia’s 2020 tobacco control law, aligned with the WHO Framework Convention on Tobacco Control (WHO FCTC) measures. Dr Nanushyan has played a key role in ensuring its effective implementation, engaging in public events, policy discussions and advocacy efforts. Her dedication to strengthening enforcement and countering tobacco industry interference has significantly advanced tobacco control in Armenia.
Austria: Dr Franz Pietsch, Head of Directorate, Federal Ministry of Social Affairs, Health, Care and Consumer Protection
Dr Franz Pietsch has been a leading advocate for tobacco and nicotine control in Austria and internationally for over 25 years. As a senior official in the Austrian Ministry of Health, he played a key role in strengthening national tobacco control laws, including the adoption of the smoking ban in hospitality venues despite strong opposition. He has significantly influenced European Union (EU) and global policies through his roles in the Council of Europe’s Pompidou Group, the European Union Drugs Agency and WHO FCTC Conference of the Parties (COP) negotiations. Renowned for his unwavering stance against the tobacco industry, Dr Pietsch has fearlessly challenged industry interference, including in legal battles. Leveraging his legal and political expertise, he collaborates with NGOs and international organizations to advance policies that prevent addiction and protect public health in Austria.
Belgium: Mr Frank Vandenbroucke, Deputy Prime Minister and Minister of Health and Social Affairs of Belgium
Mr Frank Vandenbroucke has shown exceptional leadership in tobacco control at both national and EU levels. As Belgium’s Minister of Health, he led the adoption of the 2022–2028 Inter-Federal Strategy for a Tobacco-Free Generation, introducing measures like banning nicotine pouches, disposable e-cigarettes and tobacco product displays. He also championed higher tobacco taxes and expanded smoke-free laws to protect children. At the EU level, Minister Vandenbroucke has been a vocal opponent of tobacco industry interference, advocating for transparency and the enforcement of WHO FCTC Article 5.3. His leadership during Belgium’s EU Presidency helped the EU delegation to secure key decisions at COP10 in 2024, strengthening global tobacco control policies. His tireless commitment makes him a prominent figure in European tobacco control.
Greece: Professor Constantine Vardavas, National and Kapodistrian University of Athens
Professor Constantine Vardavas has played a key role in EU efforts to reduce youth exposure to additives and flavours in tobacco and nicotine products. He led the development of the EU Common Entry Gate in 2016, a digital database that helps Member States to regulate flavours and design features that increase product appeal. Since 2018, he has chaired the Technical Group on tobacco product flavours, supporting bans on flavoured tobacco products across the EU and extending this work to heated tobacco products in 2023. A prolific author and advisory board coordinator for the Tobacco Prevention and Cessation journal, Professor Vardavas has significantly advanced research on tobacco prevention, policy development and cessation strategies, providing evidence-based insights that strengthen regional and national tobacco control efforts.
Uzbekistan: Dr Shukhrat Shukurov, Chief Specialist of the Institute of Health and Strategic Development, Expert of the Ministry of Health on Tobacco Control
Shukhrat Shukurov has been a driving force in tobacco control in Uzbekistan for over 20 years, championing evidence-based policies to reduce tobacco and nicotine use. As a chief expert at the Ministry of Health and specialist at the Institute of Health and Strategic Development, he played a key role in adopting the 2023 Law No. ZRU-844 and the 2024 Technical Regulation on Tobacco Products. These measures raised the legal purchasing age to 21, banned nicotine pouches, expanded smoke-free environments and increased the size of pictorial health warnings to 65% of the packaging. Beyond policy-making, Dr Shukurov has led public awareness campaigns through the Ibn Sina Foundation, including the impactful “Life Without Tobacco” project. He has mobilized civil society, media and policy-makers, while contributing to national and international tobacco research. Currently, he is spearheading efforts to ban e-cigarettes and strengthen regulations on new nicotine products.
The 2025 WNTD award winners represent just a few of the many dedicated individuals working to protect public health and create a tobacco-free future. Their determination shows that progress is possible when public health champions work together to expose industry tactics and push for stronger, watertight regulations. As the tobacco and nicotine industries continue to target young people, their efforts remind us that unwavering commitment and collaboration are key to securing a healthier, tobacco-free future for the next generation.