President warns of rise in AI-driven marketing tactics promoting smoking among youth

President Dr. Mohamed Muizzu has warned of a rise in AI-driven marketing tactics promoting smoking among young people.

He issued the warning in a statement he shared on X on Sunday on occasion of World No Tobacco Day, observed annually on May 31.

In his statement, President Muizzu reiterated his administration’s commitment to protecting the Maldivian people from the dangers of tobacco and nicotine addiction.

He added that from banning e-cigarettes to becoming the first country in the world to implement a generational ban on tobacco, his administration has been taking decisive action to achieve this goal.

President Muizzu also warned of new threats that continue to emerge, especially flavored nicotine pouches and AI-driven marketing tactics targeting young people.

He said that his administration would remain vigilant and continue to strengthen tobacco control measures, cessation services, smoke-free jurisdictions, and legislative reforms.

“Let us stand together and work towards a healthier, tobacco-free Maldives,” he said.

On #WorldNoTobaccoDay, we renew our commitment to protecting our people from the dangers of tobacco and nicotine addiction. From banning e-cigarettes to becoming the first country in the world to implement a Generational Ban on Tobacco, we are taking decisive action to achieve… pic.twitter.com/HprDaPSutZ

— Dr Mohamed Muizzu (@MMuizzu) May 31, 2026

Maldives introduced amendments to the Tobacco Control Act in 2024, prohibiting the import of vaping devices and e-cigarettes in November, and expanding the restriction in December to cover the sale, free distribution, and use of such products.

The country has also doubled import duty and taxes on cigarettes, and a smoking ban on the post-2007 generation.

The anti-smoking measures has earned Maldives global recognition, with a World No-Tobacco Day Special Recognition Award from the World Health Organization (WHO) for President Dr. Mohamed Muizzu, and a Integrity Award from the Global Center for Good Governance in Tobacco Control (GGTC) for the Maldives.

Despite the global recognition for the measures, the ban on vapes and the subsequent doubling of import duty on cigarettes has created an illegal market where vapes and cheaper brands of cigarettes are being smuggled in and sold in the Maldives. This has also resulted in the loss of millions of Rufiyaa in import revenue.