First Lady Sajidha Mohamed has called for a united national effort to protect future generations from the harmful effects of tobacco, urging businesses, communities and tobacco users themselves to play an active role in creating a healthier Maldives.
Speaking at the official World No Tobacco Day event held in M. Mulah on Monday, the First Lady said the fight against tobacco requires collective action from every sector of society, stressing that safeguarding public health is a shared responsibility.
In her address, Sajidha reflected on how the tobacco industry has historically used marketing strategies to attract consumers, recalling that tobacco advertisements featuring popular film stars were common during the 1970s before such promotions were banned in many parts of the world.
Although direct advertising is now prohibited, she warned that tobacco companies continue to promote their products through more subtle methods that particularly target young people.
“Today, these products are being marketed through attractive and hidden methods. Very young children are falling into this dangerous trap,” she said. “Vaping has become one of the tools drawing people toward harmful addictions.”
The First Lady highlighted a series of tobacco control measures introduced by the current administration, including the nationwide ban on electronic cigarettes and vaping devices, the implementation of the country’s generational tobacco ban, and the launch of a national anti-tobacco campaign aimed at reducing tobacco use across the Maldives.
She said the success of these initiatives will depend not only on government policies but also on public participation.
Appealing directly to business owners, she encouraged cafés, restaurants and other commercial establishments to support efforts to create tobacco-free environments and help discourage tobacco use within their communities.
“No one wants to see harm caused to people’s health,” she said, urging tobacco users to make a renewed commitment to quitting while encouraging society to support awareness efforts rather than normalize tobacco use.
The ceremony also celebrated individuals and institutions that have made significant contributions to tobacco control in the Maldives.
The Ministry of Health presented its Tobacco Control Excellence Awards to S. Feydhoo School for its community-based anti-tobacco initiatives, Dr. Fatimah Mufliha for her advocacy and public awareness work, Aminath Adeela for promoting tobacco cessation efforts, Public Service Media (PSM) for its continued public education through media platforms, and Hulhumalé Hospital for its work in tobacco prevention.
During the event, the First Lady also unveiled the official logo of the national anti-tobacco campaign and participated in a live community canvas painting activity alongside attendees.
The ceremony was attended by several senior government officials, including state ministers, the Member of Parliament for the Mulah constituency and the World Health Organization’s Representative to the Maldives, Ms. Payden.
World No Tobacco Day is observed annually on May 31 under the leadership of the World Health Organization to raise awareness about the health risks associated with tobacco use and encourage governments and communities to adopt stronger tobacco control measures.
The Maldives has intensified its tobacco control efforts in recent years through legislative reforms, public awareness campaigns and stricter regulations aimed at reducing smoking rates and protecting younger generations from nicotine addiction.
