Sometimes a single statistic speaks louder than thousands of warnings. In a country where more than 50,000 people die annually as a result of direct or indirect tobacco use, one might think the main issue is the number of smokers. But the more troubling reality lies elsewhere: in the transformation of tobacco consumption patterns in Iran.
Today, the issue is no longer simply the rising consumption of cigarettes. The concern is that users are becoming younger, while women and adolescent girls are increasingly exposed to this phenomenon. At the same time, the tobacco industry is employing more sophisticated methods than ever to capture new markets. Whereas tobacco use was largely regarded two decades ago as a predominantly male issue associated with adulthood, signs now point to a profound shift in that pattern.
The latest national survey on risk factors for non-communicable diseases shows that approximately 14 percent of the country's population aged 18 and older uses some form of tobacco product. The significance of this figure becomes clearer when the underlying trends are examined. Between 2016 and 2021, tobacco use among women aged 18 to 24 increased by nearly 90 percent—a rate of growth far exceeding many of the country's social and cultural indicators. A similar trend is also evident among women aged 25 to 34.
These figures represent more than a statistical change; they point to deep cultural and social transformations. A society in which tobacco consumption among women and girls is rising at such a pace is confronting a challenge that extends far beyond public health. In the years ahead, this trend could affect the health of future generations, national healthcare expenditures, fertility indicators, and even the overall quality of life for households.
Alongside this issue, the declining age of tobacco initiation is another alarm bell that has received insufficient attention. Reports indicate that in some cases, the age at which tobacco use begins has fallen below 15 and even approaches 13. In other words, the tobacco industry has succeeded in turning many adolescents into long-term consumers before they have reached intellectual and social maturity.
Behind this trend lies an important reality: tobacco consumption is no longer merely the product of individual choice. It is part of a vast and organized market. Globally, the tobacco industry ranks among the wealthiest and most influential industries and employs highly sophisticated marketing strategies to attract new consumers. Colorful packaging, diverse flavors, new product lines, indirect advertising, and even the normalization of tobacco use in entertainment media are all components of a broader strategy aimed at recruiting a new generation of users.
In this regard, the role of the media and the entertainment industry should not be overlooked. In recent years, smoking and the use of other tobacco products have repeatedly appeared in films and television series, sometimes portrayed as symbols of attractiveness, independence, intellectualism, or even power. Yet international research has repeatedly shown that repeated exposure to tobacco use in cultural products increases the likelihood that adolescents will begin smoking. When young people repeatedly observe a behavior performed by admired figures and appealing characters, that behavior gradually shifts from being seen as deviant to being perceived as normal.
Perhaps the most significant factor contributing to the spread of tobacco use in Iran, however, is its relative affordability. Global experience has demonstrated that the most effective tool for reducing tobacco consumption is increasing taxes and raising the price of tobacco products. Virtually every country that has successfully curbed smoking has followed this path. In Iran, however, many tobacco products remain financially accessible to adolescents and young adults, weakening the deterrent effect of consumption-control policies.
The consequences of this situation are not limited to individual health. Approximately 77 billion cigarettes are consumed annually across the country. Beyond the human toll, this figure imposes substantial economic costs on society. Tens of trillions of tomans are spent each year on treating tobacco-related diseases, compensating for reduced labor productivity, addressing disability caused by illness, and coping with premature deaths. In effect, society bears the costs while the profits flow into the pockets of the tobacco industry.
More importantly, tobacco use is not merely one risk factor among many. It lies at the heart of the four leading killers of modern humanity: cardiovascular diseases, cancers, chronic respiratory illnesses, and diabetes. For this reason, every success in reducing tobacco consumption translates directly into a reduction in the burden of disease and mortality nationwide.
World No-Tobacco Day (May 31) is not merely an opportunity to repeat statistics; it is an opportunity to reassess a deeply concerning trend. If effective action is not taken today to counter the influence of the tobacco industry, increase taxation, restrict covert advertising, reform cultural norms, and educate adolescents, tomorrow Iran may face a generation that not only begins using tobacco earlier than previous generations but also finds it harder to quit.
The slogan of a “tobacco-free generation” is not merely a public health aspiration; it is a social, economic, and even human security imperative. The future of public health in Iran depends more than ever on the decisions made today regarding tobacco. The statistics make one thing clear: there is little time left for delay.
NOURNEWS