Each year on 31 May − World No Tobacco Day − the World Health Organization (WHO) honours outstanding individuals and institutions whose leadership in science, policy and advocacy helps to protect populations from the dangers of tobacco and nicotine. This year’s awardees are recognized in particular for their work in exposing industry tactics and unmasking the deceptive appeal of tobacco and nicotine products, leading to policy changes to protect future generations.
From evidence-based reforms to hard-won bans and public mobilization, the 2025 awardees from the Western Pacific Region are champions at the forefront of protecting people − especially youth − from deceptive marketing, misinformation and industry interference. Hailing from Australia, Cook Islands, Malaysia, the Philippines and Viet Nam, these defenders of truth are shaping a future where people are empowered and enabled to live healthier lives.
Australia: Professor Emily Banks AM, Professor of Epidemiology and Public Health, Australian National University
Professor Emily Banks is one of Australia’s leading public health researchers and a powerful voice for evidence-informed tobacco control. Through her extensive research, Professor Banks has quantified the severe health consequences of smoking, reinforced the life-saving benefits of quitting tobacco, and spotlighted the disproportionate burden of tobacco on Aboriginal and Torres Strait Islander populations. Her contributions have also extended to dispelling myths around e-cigarettes, and using data-driven advocacy to inform public debate and guide policy-making in Australia and beyond.Cook Islands: Te Marae Ora, Ministry of Health
Te Marae Ora, Cook Islands’ Ministry of Health, is recognized for its decisive steps to safeguard young people through strong legislative reform. With its latest amendments to the Tobacco Products Control Act, the Ministry expanded regulatory oversight to include e-cigarettes and other imitation tobacco products. This is a timely and crucial response to the rising allure of new nicotine and related products. These reforms establish Cook Islands as a leader in the Region in countering the next wave of tobacco industry influence.Malaysia: Datuk Seri Haji Dr Dzulkefly bin Ahmad, Minister of Health; Dr Noraryana bt Hassan, Noncommunicable Disease Division, Ministry of Health; Associate Professor Dr Murallitharan Munisamy, Malaysian Council for Tobacco Control
This trio of public health leaders is commended for their joint leadership in facilitating the passage of Malaysia’s tobacco control bill. By leveraging their respective roles in government and civil society, they formed a united front that overcame political hurdles and strengthened legal protections against both conventional tobacco and e-cigarette products. Their collaboration demonstrates how shared commitment and multisectoral action can deliver meaningful national policy.
Philippines: Philippine College of Chest Physicians (PCCP)
The PCCP is recognized for its unwavering advocacy in the Philippines’ fight against the harms caused by tobacco and e-cigarettes. As a leading medical organization, the PCCP has played a pivotal role in shaping national legislation, informing development and implementation of subnational ordinances, elevating public awareness and strengthening tobacco cessation and disease surveillance systems around tobacco and e-cigarettes. Through expert testimonies and sustained engagement, it has mobilized the medical community as a formidable force for tobacco control at both national and local levels.
Viet Nam: Ms Dao Hong Lan, Minister of Health
Minister Dao Hong Lan is recognized for her courageous leadership in advancing bold tobacco control policies in Viet Nam − most notably, a national ban on e-cigarettes and heated tobacco products. She played a pivotal role in securing high-level support through strategic policy dialogues, and under her direction, the Ministry has embarked on a series of legislative reforms that reinforce the country’s commitment to the WHO Framework Convention on Tobacco Control. Her leadership sends a strong message that protecting youth health must come before corporate influence.
With foresight and determination, the public health community is shaping the future by anticipating and countering the evolving tactics of the tobacco and nicotine industry. This year’s World No Tobacco Day awardees have shown that through courage, evidence and collaboration, we can unmask harmful narratives and expose the true cost of deceptive appeal. Their leadership reminds us that behind every policy, reform and campaign, there are individuals and institutions willing to speak the truth, stand firm and protect the health of generations to come.