The National Center for Disease Control and Public Health (NCDC), as part of the National Health Promotion Program, recently visited TMA to introduce a project called "Get Healthy" to students. The project's goal is to raise awareness about the dangers of tobacco use. Giorgi Maghradze, Chairman of the Health Promotion and Education Foundation, led the presentation.

- Mr. Giorgi, could you tell us more about this campaign, its focus, and what you hope to achieve?

-Today's meeting was part of the state health promotion program, where we held informational sessions with teenagers and students. Our approach was interactive, sharing information and listening to students' perspectives on health challenges. We discussed various tobacco products, not only traditional cigarettes but also e-cigarettes and heated tobacco, which have unfortunately become more popular among youth. Many young people mistakenly believe these alternatives are safer. We also invited students to join a poster competition to use art, slogans, and creativity to spread health-positive messages encouraging society to protect their health and the environment.

- How extensive is this campaign?

-This campaign spans the entire country, including informational sessions and the distribution of educational materials. Currently, we are hosting events in various schools and universities across Tbilisi. At year’s end, we will host a final event to review our progress and announce the poster competition winners. This will serve as the foundation for next year’s campaign activities.

-What is the current state of tobacco use in the country?

-Unfortunately, tobacco consumption remains high. While recent legislative changes have improved, rates are still concerning. From 2019 to 2023, there was a slight drop in traditional tobacco use, but e-cigarette and vaping use doubled, from 7% to 15%. This rise is especially troubling, as many young people falsely believe e-cigarettes are healthier alternatives to traditional tobacco, which is far from true.

-How does Georgia compare to other countries in terms of tobacco consumption?

-Currently, the national average tobacco use is around 25-27%. In some countries, rates are much lower, while in others they exceed 35%. Georgia previously had high rates as well, but recent legislative efforts have helped reduce them. Nevertheless, we cannot become complacent. We aim to follow successful European examples and implement measures to prevent individuals born after 2018 from purchasing tobacco once they reach adulthood.

-How effective could this initiative be?

- Similar initiatives have already been implemented in Scandinavian countries, where they aim to reduce tobacco usage to 10% by 2035-2040. When the tobacco user rate drops below 5%, tobacco companies often cease operations in those regions. Our goal is to work toward this outcome, although it will require years of sustained effort.

-You mentioned legislative changes regarding tobacco. Could you elaborate?

- In 2018, we passed a law banning tobacco use in enclosed public spaces. We also regulated the advertising and display of tobacco products, reducing their visibility. By April 1, 2025, tobacco packaging will adopt standardized designs and excise taxes will be raised to increase market prices. Unfortunately, the tobacco industry continues to introduce new products and seeks to weaken regulations, which complicates our efforts.

-There’s a common belief among young people that electric and heated tobacco products are less harmful than traditional cigarettes. Is this true?

- Regrettably, many young people hold this misconception. Today we discussed how, despite lacking combustion, e-cigarettes contain harmful substances like heavy metals, formaldehyde, glycerin, and, most importantly, nicotine, which is highly addictive. Studies have shown that e-cigarettes can cause serious lung injuries. This prompted American medical experts to officially identify a condition called EVALI (E-cigarette or Vaping Use-Associated Lung Injury) due to lung issues linked to vaping. With ongoing efforts, we hope to reduce tobacco use in the population. Achieving lasting results requires constant vigilance and active measures.

TMA's third mission is to serve the community and implement campaigns based on their needs. In addition, this campaign is in line with the 3rd and 13th goals of the United Nations Sustainable Development, which involves the advocacy of health, well-being, and environmental measures.

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