towards tobacco cessation. In 2008, on the eve of the World No Tobacco Day, the WHO called for a worldwide ban on all tobacco advertising, promotion, and sponsorship. The theme of that year's day was "Tobacco-free youth"; therefore, this initiative was especially meant to target advertising efforts aimed at youth. According to the WHO, the tobacco industry must replace older quitting or dying smokers with younger consumers. Because of this, marketing strategies are commonly observed in places that will attract youth such as movies, the Internet, billboards, and magazines. Studies have shown that the more youth are exposed to tobacco advertising, the more likely they are to smoke. In 2015, WNTD highlighted the health risks associated with tobacco use and advocated for effective policies to reduce tobacco consumption, including ending the illicit trade of tobacco products. In 2016, on World No Tobacco Day, the WHO called on governments to get ready for plain packaging of tobacco products. In 2017, the focus was "A threat to development". The campaign aims to demonstrate the threats that the tobacco industry poses to sustainable development, including the health and economic well-being of citizens in all countries. In 2018, the focus was "Tobacco breaks hearts: choose health, not tobacco" #NoTobacco. In 2019, the focus was on "Tobacco and lung health". In 2020, the focus was on "Tobacco and related industry tactics to attract younger generations". In 2021, the focus was "Commit to quit". In 2022, the focus is "Tobacco: Threat to our environment". Themes Each year, the WHO selects a theme for the day in order to create a more unified global message for WNTD. This theme then becomes the central component of the WHO's tobacco-related agenda for the following year. The WHO oversees the creation and distribution of publicity materials related to the theme, including brochures, fliers, posters, websites, and press releases. Videos were created as a part of the 2008 WNTD awareness campaign for the theme "Tobacco-free youth" and published on YouTube, and podcasts were first used in 2009. In many of its WNTD themes and related publicity-materials, the WHO emphasizes the idea of "truth." Theme titles such as "Tobacco kills, don't be duped" (2000) and "Tobacco: deadly in any form or disguise” (2006) indicate a WHO belief that individuals may be misled or confused about the true nature of tobacco; the rationale for the 2000 and 2008 WNTD themes identify the marketing