Tobacco is the leading preventable cause of death in the world. It is the only legal consumer product that kills one third to one half of those who use it as intended by its manufacturers, with its victims dying on average 15 years prematurely.

Approximately 1.8 billion young people (aged 10-24) live in our world today with more than 85% found in developing countries. Having survived the vulnerable childhood period, these young people are generally healthy.

However, as the tobacco industry intensifies its efforts to hook new, young and potentially life-long tobacco users, the health of a significant percentage of the world's youth is seriously threatened by their deadly products.

Nicotine is a highly addictive substance and child and adolescent experimentation can easily lead to a lifetime of tobacco dependence.