This includes a significant focus on digital platforms, which are increasingly becoming a battleground for the minds of the young.

The call for action is supported by Protect our Next, a coalition of the nation's top health, research, and community organisations, which emphasises the necessity of immediate measures to protect the youth from the allure of addictive substances.

Mateme highlighted the insidious nature of tobacco marketing strategies, which are often designed to captivate and ensnare young individuals, from school-aged children to university students.

Mateme's impassioned plea sheds light on the ongoing tactics of the tobacco industry to hook new generations of consumers, underscoring the critical need for intervention.

--SABC--