On the eve of Mother’s Day (May 11), Mothers Against Vaping — a collective of concerned mothers fighting to protect the health of India’s youth — has issued a strong appeal to the Government of India to urgently address the widespread and illegal digital promotion of vapes, e-cigarettes, and other tobacco products.
Despite the clear provisions under the Prohibition of Electronic Cigarettes Act (PECA), 2019 and Cigarettes and Other Tobacco Products Act (COTPA), 2003, the group has documented extensive violations on digital platforms. These include influencer content, memes, and videos subtly promoting tobacco use and targeting impressionable youth.
The group has formally written to key ministries — including Home Affairs, Health and Family Welfare, Women and Child Development, Consumer Affairs, Electronics and Information Technology (MeitY), and Information & Broadcasting — calling for urgent, coordinated enforcement action. Their demands include:
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Immediate removal of illegal and misleading promotional content from digital platforms.
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Strict action against violators, including brands and manufacturers benefiting from these promotions.
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Enforcement of IT Rules, 2021, which mandate platforms not to host content violating Indian laws.
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Establishment of an inter-ministerial task force to monitor and curb such digital promotion.
Dr. Bhawna Barmi, Renowned Psychologist and Member of Mothers Against Vaping, said:
“At a vulnerable age, children are easily influenced by digital content that glamorizes vaping and tobacco use. We must act swiftly to remove this dangerous exposure and hold accountable those profiting from youth addiction.”
Shruti Nagar Dave, Author, Education Specialist, and Advisor to Schools & Families, added:
“Digital spaces must be made safe for children. We urge platforms to cooperate with the government, parents, and educators to eliminate content promoting banned products.”
Mothers Against Vaping has underscored that this issue is not one of policy but of urgent enforcement. The group stands ready to collaborate with authorities and digital stakeholders to protect future generations from nicotine addiction.
