South Korea’s Ministry of Health and Welfare, together with the Korea Health Promotion Institute, unveiled the country’s first anti-smoking advertisement of 2025, with a targeted campaign aimed at curbing electronic cigarette use among teenagers.
SEOUL, April 24, (Korea Bizwire) —South Korea’s Ministry of Health and Welfare, together with the Korea Health Promotion Institute, unveiled the country’s first anti-smoking advertisement of 2025 on April 24, with a targeted campaign aimed at curbing electronic cigarette use among teenagers.
The campaign, launched across YouTube, social media platforms, broadcast television, and in public spaces such as apartment elevators and study cafes, highlights the hidden dangers of e-cigarettes, often glamorized through industry marketing.
Using animated storytelling, the ad contrasts stylized depictions of e-cigarette use with re al-life consequences—youths imitating vaping in secret locations like bathrooms and rooftops—underscoring the message that vaping is neither cool nor harmless.
The central slogan, “Don’t Fall for Vapes” (“전담하지 마”), delivers a layered warning: not only urging teens to avoid e-cigarettes, but also cautioning against bearing the long-term health burdens (전담, or jeondam, meaning “taking full responsibility”) of nicotine addiction.
The ad draws on data from Korea’s Disease Control and Prevention Agency, which found that over 60% of teen e-cigarette users eventually transition to conventional cigarettes. It also references U.S. research linking adolescent nicotine use to impaired brain development, reduced cognitive performance, and increased anxiety.
Running through June 23, the campaign is complemented by a participatory digital initiative called “No Vape, No Smoke” (“전담도 노담”). Young people can create personalized anti-smoking posters on the campaign’s website (https://nodam.kr) and share them on Instagram for a chance to win prizes.
Offline efforts will include school-based outreach at six middle and high schools previously recognized for successful smoking prevention programs, with in-person events and student engagement activities planned.
The Ministry of Health and Welfare also announced a second phase of the campaign for later this year, which will target adult e-cigarette users, followed by a third campaign focused on promoting smoking cessation support services.
Lina Jang (linajang@koreabizwire.com)
