“What could be sexier than something forbidden?” – Le Temps

In an article published on May 23, 2026, in Le Temps, Michela Canevascini, Director of OxySuisse, reflects on the tobacco industry’s strategies for targeting younger generations. She points out that tobacco companies have long associated cigarettes with values such as freedom, partying, transgression, and even the feeling of “being an adult.” Today, these same mechanisms can also be seen in the promotion of new nicotine products.

The article also highlights the role of influencers and cinema in normalizing consumption, as well as Switzerland’s delay in prevention policies compared with other European countries.

Many thanks to Le Temps and Marion Police for shedding light on this major public health issue.

Read the full article in French on letemps.ch.