BACKGROUND AND IMPLEMENTATION CHALLENGES: The global tobacco landscape is undergoing rapid transformation due to the proliferation of novel nicotine products (e.g., e-cigarettes, heated tobacco devices) and a growing normalization of nicotine use among youth. These shifts are compounded by gaps in regulatory frameworks, allowing the tobacco industry to exploit inconsistencies across jurisdictions. Furthermore, the influence of social media and digital platforms has amplified pro-nicotine narratives, targeting vulnerable populations, particularly youth. Policymakers face significant implementation challenges, including enforcement of regulations, lack of cross-border coordination, and limited resources to counter pervasive industry marketing strategies.
INTERVENTION OR RESPONSE: This study identifies and implements multi-pronged strategies to address these challenges:

1. Policy Harmonization: Advocating for a unified regulatory framework to comprehensively regulate all nicotine products, including novel devices.
2. Digital Monitoring Tools: Developing and deploying artificial intelligence-based tools to monitor online marketing practices and ensure compliance with advertising restrictions.
3. Youth Engagement Campaigns: Designing targeted interventions to counteract pro-nicotine messaging, leveraging youth-driven advocacy and social media platforms.
4. Community-Centered Approaches: Collaborating with local organisations to address disparities/promote culturally sensitive tobacco control policies.

RESULTS AND IMPACT:

• Improved Regulation: Pilot programs in select regions in Berkshire demonstrated a 15% reduction in unauthorized sales of e-cigarettes to minors
• Increased Awareness: Digital campaigns reached over 1,000 youth in Berkshire, with 30% reporting increased awareness of the risks associated with novel nicotine products.
• Community Engagement: Surveys from community-led initiatives indicated a 20% decrease in tobacco product use among targeted populations due to culturally relevant interventions.

CONCLUSIONS: Tobacco control must evolve to address the challenges posed by novel nicotine products, shifting societal norms, and industry tactics. Harmonizing regulations, leveraging digital tools, and fostering youth engagement are critical for sustaining progress. These interventions demonstrate scalable and adaptable solutions for global, regional, and local tobacco control priorities. Collaborative and innovative approaches remain vital to future-proof tobacco control and safeguard public health in an increasingly complex landscape.