JSB HEALTH: World No Tobacco Day 2025 GUEST: Prof. Lekan Ayo-Yusuf, Director of the National Council Against Smoking (NCAS) and the Head of the School of Health Systems and Public Health at the University of Pretoria, Director of ATIM PLOT: As World No Tobacco Day 2025 approaches, the global theme, “Unmasking the appeal: exposing industry tactics on tobacco and nicotine products,” sounds a vital alarm for South Africa. New research shows tobacco use is surging—especially among youth—driven by the tobacco industry's deceptive marketing, flavoured products, and influencer campaigns. A staggering 14.9 million South Africans now smoke, with e-cigarette use rising among young people. Advocacy groups under the Protect Our Next coalition are sounding the alarm, staging public "crime scenes" and urging stronger regulation. With youth health on the line, the call for urgent action has never been louder—or more critical.