WHO rewards Cook Islands for tobacco control efforts

On the occasion of World No Tobacco Day on 31 May, WHO pays tribute to individuals and institutions whose commitment helps protect populations from the dangers of tobacco and nicotine.[1]The 2025 Western Pacific winners, from Australia, the Cook Islands, Malaysia, the Philippines, and Vietnam, are recognized for exposing deceptive industry tactics and championing public health policies, particularly for young people.

The Cook Islands Ministry of Health, Te Marae Ora, received an award from the World Health Organization at the World Health Assembly in Geneva for its ongoing tobacco control initiatives. According to Te Marae Ora, Health Secretary Bob Williams was honored to receive the award from WHO Director-General Dr. Tedros Adhanom Ghebreyesus on behalf of the ministry.

International recognition for Cook Islands' anti-smoking efforts

Notable actions cited included the adoption in 2024 of the Tobacco Control Amendment Act, which now prohibits the importation, sale and distribution of imitation tobacco products, including e-cigarettes.[2]. In addition, the legal age for selling to a young person has been raised from 18 to 21.

Te Marae Ora also plans to launch a smoke-free campaign by the end of May 2025. The islands of the southern group, Mitiaro, Atiu, Mangaia, and Mauke, will be officially declared smoke-free zones. Public smoking will be prohibited, and the sale of tobacco will be outlawed.

This initiative follows a relaunch in 2023 by Health Minister Vainetutai Rose Toki Brown of the Smoke-Free Islands program, which led to the islands committing to banning tobacco by the end of May 2025. The official ceremony for this declaration is scheduled for June 3, 2025.

Te Marae Ora stressed that this WHO recognition is part of a collective national effort, involving Crown Law, the Ministry of Finance, Customs, the Pa Enua island governments, the House of Ariki, as well as WHO offices in the region.

The Asia-Pacific region, more broadly, is committed to public health

Te Marae Ora reaffirmed that WHO remains one of the most consistent partners for Pacific countries, thanks to its on-the-ground presence, which is essential to addressing health priorities: universal health coverage, the fight against non-communicable diseases, strengthening the health workforce and improving the resilience of health systems to threats, including the impacts of climate change.

Toki-Brown called for maintaining and strengthening this collaboration, emphasizing the importance of the vision of "One World for Health," with a call for unity in the face of common challenges and for shared solutions. She commented that " Together, as health leaders, we can create a world where every island, every community, and every individual thrives, with no one left behind. »

E-cigarettes are causing a growing public health crisis in Asia-Pacific, particularly appealing to adolescents, according to Dr. Saia Ma'u Piukala, WHO Regional Director.[3]Behind the fruity flavors and modern design, these devices are actually sophisticated delivery systems for nicotine, a powerful and addictive drug. He adds that these products harm young people's brain development, promote long-term addiction, and would jeopardize decades of progress in the fight against tobacco.

In response to this threat, 11 of the 27 member countries in the WHO Western Pacific Region, including the Cook Islands and Vietnam, have banned e-cigarettes. The WHO is calling for strict regulations to prevent another health crisis. We must not repeat the mistakes of the past in dealing with the nicotine industry. " warns Dr. Piukala, knowing that new synthetic substances more addictive than nicotine are already entering the market.

©Generation Without Tobacco

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[1]World Health Organization, Champions in the Western Pacific Region recognized for unmasking industry influence in World No Tobacco Day 2025 Awards, published May 22, 2025, accessed May 26, 2025

[2]Cook Islands News, World Health Organization recognizes Cook Islands for anti-smoking efforts, published May 23, 2025, accessed May 26, 2025

[3]Elvira Burkhart Andrina, A deadly habit: Vaping grips Samoan youth, Samoa Observer, published May 22, 2025, accessed May 26, 2025

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