Reanimation package of reforms > News > Columns > Draft Law No. 12091: How to Break Youth Free from the Tobacco Trap?
The number of Ukrainians aged 18 to 29 who use tobacco and nicotine products rose by 36% in a single year — nearly every second young adult. This is according to an analytical report by the Kyiv International Institute of Sociology.
“This is hardly surprising, considering the aggressive promotion of new tobacco and nicotine products by the tobacco industry and the weak — or at times nonexistent — response from the state. Amid a severe demographic crisis and a grueling war for survival, these statistics are a catastrophe and a direct threat to national resilience and security,” says Yaryna Yasynevych, board member of the Center for Research on the Liberation Movement and member of the RPR Coalition Council.
In her column for LB.ua, the expert explains why tobacco and nicotine consumption is growing and how the tobacco industry contributes to it. Here are the key points from the article.
“Less Harm”
Tobacco companies have developed heated tobacco products (HTPs, or “sticks”) and promote them under the guise of being “less harmful,” even though most HTP research has been funded or conducted by the tobacco industry itself. This misleading narrative makes it easier for young people to start using. 38% of young users believe the false myth that HTPs are truly less harmful.
Pleasant Flavor and Aroma
Flavored products are a powerful marketing tool for attracting new users. Berry, fruit, mint, and dessert flavors mask the bitterness of tobacco, creating the illusion of a safe and pleasant experience.
Packaging as the First Sales Pitch
A pack of heated tobacco sticks is not just packaging — it is a powerful marketing device. Its design appeals to youth and teenagers, creating a positive emotional association with the product even before the first use. Through trendy colors, fonts, and visual associations, the tobacco industry promotes addiction as a fashionable lifestyle.
Tobacco Displays as Billboards
Bright HTP displays at cash registers and trendily designed points of sale act as real advertisements, encouraging impulse purchases. Color, lighting, layout, special displays, and placement near sweets are all designed to draw attention, especially from children and youth.
Deceptive, Manipulative Online Advertising
Tobacco marketing online has long moved beyond classic formats — it now takes the form of influencer-driven “lifestyle” content, jokes, contests, and images of freedom. It looks more like entertainment than advertising. Despite a total advertising ban, the industry effectively circumvents restrictions.
Events That Promote a Tobacco Culture
Since the beginning of the full-scale war in Ukraine, tobacco companies have adapted their marketing strategies to the new reality, continuing to target youth. Instead of traditional festivals and mass events, which are now less accessible due to the war, they have focused on creating alternative social spaces.
“Charity”
Perhaps the most cynical move: tobacco companies that continue to fund the war claim to be benevolent supporters of Ukraine. Meanwhile, in Russia, they pay some of the highest taxes of any international company.
In 2023, Philip Morris International and Japan Tobacco International recorded the highest revenues among foreign companies operating in Russia — $13.6 billion — and paid $402 million in profit tax.
What’s the Solution?
Yaryna Yasynevych is convinced: fighting the wave of tobacco addiction is not just a matter of public health, but of national security.
Since October last year, Draft Law No. 12091 has been awaiting consideration in the Verkhovna Rada. It aims to eliminate tobacco industry marketing practices and protect children and youth from being drawn into addiction. Moreover, it is aligned with European integration — the bill implements provisions of Directive 2014/40/EU. The draft law proposes:
The bill enjoys broad cross-party support. The expert hopes that the Parliamentary Committee on National Health will soon review the draft law and submit it to the parliament for a vote. This is a test of responsibility — for public health, for the future of our youth, and for the country’s European path.
Read Yaryna Yasynevych’s full column on the LB.ua website.
