Why Tobacco and Vape Control Communications Must Go Beyond Health Warnings

Why Tobacco and Vape Control Communications Must Go Beyond Health Warnings

May 2026

By Vic Man, Associate Director, Sandpiper

World No Tobacco Day, observed globally each year on 31 May, highlights the health and environmental risks associated with tobacco consumption and vape use, as well as the importance of continued control efforts worldwide.

In cities like Hong Kong and Singapore, tobacco and vape control efforts remain an ongoing challenge, despite widespread awareness of smoking-related harms and strict regulations around sales and consumption. This disconnect points to a more complex reality. For many young people in particular, the decision to experiment with tobacco or vaping is not driven by ignorance, but by a mix of curiosity, peer influence, stress, identity and online culture. In highly digital environments where trends and norms shift quickly, these factors can sometimes outweigh even well-established health warnings.

Going beyond awareness and fear

Traditional tobacco control campaigns have long relied on communicating the dangers of smoking and nicotine use. While these messages remain necessary, younger audiences today are often influenced by a far broader mix of social, cultural and digital factors that shape how nicotine products are perceived and discussed.

Effective tobacco and vape control today therefore need to go further, addressing not just what young people know, but why they act. At its core, this is not only about discouraging harmful behaviours, but also shaping environments where rejecting nicotine, and seeking help when needed, feels socially acceptable, safe and realistic.

Tightening policies, shifting behaviours

Hong Kong and Singapore have both strengthened tobacco control policies and enforcement in recent years. Hong Kong is advancing measures such as uniform tobacco packaging, while Singapore has intensified enforcement against vaping and maintains one of the strictest anti-vaping regimes globally.

These policies are essential. Yet behaviour continues to evolve alongside regulation.

In Singapore, frontline practitioners observe that vaping is becoming more concealed rather than eliminated under increasingly strict policy framing, particularly among more entrenched users. Some young people are less willing to disclose their use due to the fear of punishment, stigma or legal consequences, reducing opportunities for early identification and support. Emerging research suggests that vaping-related content remains widely encountered on social media despite prohibition, with such exposure associated with more positive perceptions of vaping and continued experimentation among young adults.

In Hong Kong, tightening regulations have shifted how young people engage with nicotine products rather than eliminated their use. A recent university poll reported that almost 70% of Hongkongers under 25 surveyed had experimented with e‑cigarettes, with many citing peer pressure, attractive product features and online promotions as key reasons for trying them. Across both settings, these patterns reflect a broader shift: youth nicotine use is increasingly shaped by social and digital influences that can persist despite high awareness and strong regulatory frameworks.

Rethinking communications approaches to tobacco and vape control

These challenges suggest that tobacco control communications may need to move beyond traditional awareness-driven approaches. While regulation and public education remain essential, effective engagement today also requires a deeper understanding of youth behaviour, digital culture and the barriers that may prevent individuals from seeking support early.

As tobacco control efforts across Asia continue to evolve, three priorities become increasingly important for public health communicators:

1. Balance deterrence with trust and support

Strong regulation and enforcement remain essential components. However, excessive fear or stigma may unintentionally discourage disclosure and early help-seeking among some young people.

Communications efforts should therefore not only outline risks clearly but also emphasise where young people can safely seek support. In contexts where fear of punishment or stigma may discourage disclosure or help-seeking, it is particularly important to signal that support can be accessed without immediate reporting or punitive consequences. Beyond warning about health and legal risks, campaigns may benefit from placing greater emphasis on accessible cessation resources, youth-friendly counselling pathways, and early support that feels safe, confidential and non-judgmental.

Public messaging is often more effective when institutions are perceived not only as authoritative, but also as approachable and supportive.

2. Address social realities surrounding nicotine use

Youth nicotine use is not simply a knowledge issue. It is often linked to coping, identity and social belonging.

Alongside communicating risks, campaigns may be more effective when they address these underlying drivers directly. This includes recognising common stressors such as academic pressure and social expectations, while positioning nicotine not as a solution but as a behaviour that can be replaced with healthier alternatives. In practice, this may involve peer-led narratives that make non-use more visible and credible, equipping young people with practical strategies to resist peer pressure and navigate social situations, and integrating tobacco prevention into broader mental wellbeing efforts.

Creating environments where rejecting tobacco feels socially accepted, and where support is accessible and relevant, may be just as important as increasing awareness of health harms.

3. Adapt for fragmented digital environments

Young audiences increasingly consume information through short-form videos, online communities and peer-generated content, where misinformation and rapidly evolving trends can spread quickly. In Singapore, many are frequently on TikTok, while in Hong Kong, youths gravitate to Instagram.

In this environment, public health messaging will need to become agile, platform-specific and responsive to online conversations as they emerge. For public health organisations and advocacy groups, this may require stronger digital storytelling, timely myth clarification and collaborations with credible content creators who can engage younger audiences more authentically.

At the same time, pre-testing communications materials with target audiences is also important. Messages that appear clear and persuasive to policymakers or health professionals may not always resonate with youth as intended. Regular audience testing can help organisations identify reactions early and ensure campaigns remain relevant and behaviourally informed.

Looking Ahead

Tobacco control remains one of public health’s greatest success stories across Asia. But as youth behaviours, smoking products, and digital culture continue to evolve, communication strategies must evolve alongside them. If we want young people to reject tobacco and related harmful products, they must not only understand the risks but must also feel that seeking support is safe, accessible and worthwhile.

At Sandpiper Health, we have extensive experience supporting tobacco control advocacy and public health communications across Asia, helping organisations engage communities, build trust and drive meaningful behaviour change. Learn more here: https://sandpipercomms.com/health/