WHO annually presents up to six awards per region to individuals or institutions that have made outstanding contributions to advancing policies and measures included in the WHO Framework Convention on Tobacco Control (WHO FCTC). The winners of the WNTD Awards are selected from nominations received through a global public call. Awards can be presented to individuals or institutions. This year, six honorees were recognized for their significant contributions to tobacco control in the Americas.
Denis Choinière and Clifton Curtis (in memoriam), from Canada and the United States, respectively, were jointly honored in recognition of their long-term committed service in research and policy promotion on tobacco control. Choinière has played a key leadership role in the implementation of innovative policies to reduce the appeal and consumption of tobacco products. Examples of these policies are flavoring bans and plain packaging regulations introduced in Canada, as well as the establishment of the world's first regulation requiring health warnings directly on individual cigarettes. Curtis' legacy on policy advocacy and research includes regulatory changes at the global and local levels by raising awareness of the environmental impact of tobacco use, particularly cigarette filters as a major source of plastic pollution. His research and policy recommendations contributed to the world's first ban on filtered cigarettes, enacted in Santa Cruz County, California, in 2024.
Brazil's National Health Surveillance Agency (ANVISA) was recognized for its pioneering tobacco control regulations and strong resistance to industry interference. In 2024, it reaffirmed Brazil's ban on electronic smoking devices following public consultations and regulatory reviews. ANVISA has been a global leader in reducing the appeal of tobacco products, through banning additives and flavoring, as well as advancing the use of pictorial warnings. The Agency has also led innovative work using QR codes and artificial intelligence (AI) monitoring to combat illicit trade in tobacco.
The Ecuadorian organizations Colectivo Todas y Todos por la Vida, and Acción Jurídica Popular organizations, received a joint award for their leadership in defending fiscal and public health policies through strategic litigation and advocacy. Between 2023 and 2024, and despite intense political pressure and industry interference, they succeeded in overturning Decree 645 - signed in 2023 - which sought to lower taxes on harmful products such as tobacco. This legal action resulted in a landmark ruling that set a regional precedent on the non-regressivity of health taxes, a core principle of the WHO FCTC.
Brazil's Ministries of Finance and Health were honored for their efforts to accelerate the implementation of national tobacco control measures, particularly tax policies aligned with WHO FCTC and WHO best practices. The Ministry of Finance was a key player in drafting the Presidential Decree that introduced a federal selective tax and raised the minimum price of cigarettes to discourage consumption and protect public health. The Ministry of Health worked in coordination with relevant executive and legislative authorities in 2023 and 2024 to advocate for the adoption of selective taxes on tobacco products as part of Brazil's broader tax reform. The Ministry of Health also played a key role to revitalize the National Commission for FCTC Implementation (CONICQ) and to establish the National Tobacco Control Program, coordinating actions at the federal, state, and municipal levels and promoting cross-sector collaboration to design effective policies to reduce both the supply and demand of tobacco products.
Proyecto sobre Organización, Desarrollo, Educación e Investigación - PODER (Mexico), Asociación de Periodismo Salud con Lupa (Peru), and Cooperativa de Trabajo Sudestada (Uruguay), received a joint award for their in-depth investigative journalism on tobacco industry influence in public policymaking. Their work exposed conflicts of interest and various tactics used to promote tobacco and nicotine products. This research enhanced public debate across multiple Latin American countries, raised public awareness of industry interference and helped counter their narratives.
Lisa Lu, from the United States, was recognized for her exceptional leadership in the global fight against youth tobacco use. At just fourteen years of age, in 2017, she founded the nonprofit organization International Youth Tobacco Control, which has expanded to 60 countries and reached 57 million young people. Her notable contributions to tobacco control include research and advocacy for flavored tobacco bans in California and nationwide. Her work on tobacco-free and synthetic nicotine products provided critical evidence to support landmark legislation, granting the FDA authority to regulate all forms of nicotine—closing a major loophole that the tobacco industry had exploited for years. Recognized by both WHO and the U.S. government, her youth activism has played a key role in exposing industry tactics and defending the right to health.
Tobacco kills more than eight million people globally each year, including one million in the Americas. World No Tobacco Day was created by WHO Member States in 1987 and is observed annually on May 31 to raise awareness about the harmful effects of tobacco use and exposure to tobacco smoke. The World No Tobacco Day Awards are presented each year as part of the commemoration of this international observance.
The theme of World No Tobacco Day 2025 is "Bright products. Dark intentions. Unmasking the Appeal." The campaign aims to expose industry strategies that manipulate the appearance and appeal of tobacco and nicotine products. By unmasking these tactics, the initiative seeks to raise awareness, promote policy change, and reduce demand, especially among youth.
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