Unmasking the appeal: voices of young adults prior to World No Tobacco Day at Qatar University

Background: The global tobacco industry continues to target young adults through flavored nicotine products and influencer-driven marketing, masking the harmful effects of addiction. The 2025 World No Tobacco Day theme, "Unmasking the Appeal," calls for exposing these tactics. This study examined perspectives from Qatar University students on tobacco marketing and strategies to promote a tobacco-free campus. Methods: Secondary data were analyzed from the "Tobacco-Free Generations" event at Qatar University. Participants aged 18-30 provided open-ended responses on raising awareness about flavored tobacco and nicotine addiction. Data were coded using ATLAS.ti (version 23.2.1) and analyzed using thematic analysis. To guide the process, we used the six-step process in Braun and Clarke's framework. Results: Four overarching themes emerged: health and wellbeing, emphasizing the risks of tobacco and the need for supportive environments; education and awareness, highlighting student-led campaigns, social media engagement, and faculty involvement; policy, regulations, and research, stressing smoke-free campus policies, regulation of flavored products, and integration of tobacco control into curricula; and advocacy and stakeholder collaboration, underscoring partnerships with health authorities and public engagement. Subthemes revealed the importance of tailored strategies to engage youth and counter industry marketing tactics. Conclusion: Perspectives from students, are critical for shaping effective tobacco control initiatives. Involving these groups in advocacy, education, and policy development can reduce youth susceptibility, counter marketing strategies, and foster a tobacco-free campus, aligning with the goals of World No Tobacco Day 2025.