Abstract
The utilization of e-cigarettes among youth in Pakistan is increasing due to their attractive appearance, user-friendly design, reduced smoking discomfort, and availability in a variety of flavors. Although e-cigarettes are often perceived as less toxic than traditional cigarettes, they still pose significant health risks such as respiratory issues, cardiovascular problems, potential neurodevelopmental effects in adolescents, and increased likelihood of transitioning to conventional tobacco products due to the presence of harmful chemicals and ingredients such as nicotine and other toxic substances. Adolescents in Pakistan have strong opinions about e-cigarette use, primarily influenced by sociocultural values; Westernization and globalization have made vaping appear to be a chic and sophisticated lifestyle choice. Moreover, views on addiction, dependency, and substance use are shaped by social backgrounds, religious beliefs, and cultural norms. Aggressive marketing techniques are employed by e-cigarette manufacturers, mainly targeting tech-savvy youth through digital platforms and social media influencers, which have also contributed to the rapid rise in e-cigarette use among young people in Pakistan. The current study underscores the necessity for culturally compatible interventions and policies, including educational programs, stringent regulations to limit access for young people, and comprehensive public health campaigns that counteract the influence of marketing by e-cigarette manufacturers. Additionally, healthcare providers should be trained to offer culturally sensitive cessation programs that support adolescents in quitting e-cigarettes and provide resources to mitigate the health hazards associated with e-cigarette use, including nicotine addiction and other adverse health effects, and to promote tobacco cessation in Pakistan.