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Actions taken by the city of Rio against electronic cigarettes become the subject of an international study.
Published on 29/05/2026 - 16:33 | Updated
The SMS (Municipal Health Secretariat) tobacco control program includes awareness campaigns - Disclosure / SMS While the tobacco industry finds new ways to attract consumers, local, national, and global public health authorities are updating measures to control, raise awareness, and combat one of the leading causes of preventable death on the planet: smoking. The actions of the Rio de Janeiro City Hall in this regard have attracted international attention and become a case study by the World Health Organization (WHO), published this Friday (May 29th) on the eve of World No Tobacco Day.
The date, celebrated annually on May 31st, was created in 1987 by the WHO to alert the population about preventable diseases and deaths related to smoking. Now, almost 40 years later, electronic devices with bold designs are sold as a supposedly less harmful alternative to users' health, and are gaining ground, mainly among young people. In Brazil, the manufacture, import, sale, transport and advertising of electronic cigarettes have been prohibited since 2009, according to legislation that was reinforced and updated in 2024 by the National Health Surveillance Agency (Anvisa), in its Resolution No. 855/2024.
Despite this, according to a WHO publication, in the city of Rio de Janeiro, 263 people have already tried electronic cigarettes and another approximately 76 use the product regularly. The data is based on the Vigitel survey – a Surveillance System for Risk and Protective Factors for Chronic Diseases through Telephone Surveys, conducted by the Ministry of Health.
– To address these problems, the city implemented a set of coordinated, evidence-based interventions, aligned with its local legislative and regulatory authority. The work was carried out with the support of local, national and international partners, as part of its collaboration with the Partnership for Healthy Cities – a global network of cities committed to reducing the prevalence of non-communicable diseases and injuries – highlights the WHO case study.
Local policies
The tobacco control program of the Rio de Janeiro Municipal Health Department (SMS) is strategically divided into five areas: promoting 100% smoke-free environments, offering treatment, prevention actions, mobilization on strategic dates, and disseminating legislation. Furthermore, according to SMS Resolution No. 6409, of March 2025, enclosed public spaces must display notices prohibiting smoking of tobacco products, whether derived from tobacco or not, in easily visible locations.
Smoking cessation treatment is offered in all 240 Primary Care units (family clinics and municipal health centers), with professional follow-up and therapeutic support, in groups or individually. Teams composed mostly of dentists, pharmacists, doctors, nurses, and physical education professionals are part of the program.
The Municipal Institute of Sanitary Surveillance (IVISA-Rio), which is part of the SMS (Municipal Health Secretariat), continuously carries out educational and inspection actions to ensure compliance with legislation regarding smoking in establishments and spaces for collective use, both in the case of electronic and conventional cigarettes, and also devices such as hookahs. The WHO reports that, between 2019 and September 2023, IVISA-Rio carried out more than 10.000 inspections related to smoke-free environments and issued more than 5.500 sanctions.
The city has also digitized tobacco control inspections, replacing paper-based processes with an integrated electronic platform. Inspectors now use tablets to complete standardized checklists, document violations, and submit evidence in real time, which facilitates information sharing and analysis, streamlines the process, and increases transparency.
– The experience of Rio de Janeiro is a model for Brazil's Unified Health System and for other cities in the Americas and the world. It demonstrates that when there are firm public policies, based on evidence and supported by consistent intersectoral action, it is possible to protect people from the harms of electronic cigarettes and other tobacco products – says Cristian Morales, representative of the Pan American Health Organization (PAHO) and WHO in Brazil.
The publication also highlights the results of the communication campaign carried out by the Secretariat from May to September 2025: “Activities included World No Tobacco Day initiatives, media outreach, printed materials, and no-smoking signage. Outreach through paid social media ads reached over 451 people and generated over 1,28 million impressions. A post-campaign recall study revealed that 68% of people exposed to the campaign discussed it with others, and 90% reported trying to discourage the use of electronic smoking devices,” emphasizes the WHO.
Intersectoral cooperation
The World Health Organization document notes that between 2023 and 2025, the city of Rio formalized collaboration between public health agencies such as the Municipal Health Department, IVISA-Rio, and the Municipal Department of Public Order (SEOP) for the effective application of legislation on electronic cigarettes, in accordance with the Protocol to Eliminate Illicit Trade in Tobacco Products, to which Brazil is a signatory.
“Joint inspections were organized and implemented to combat the illegal sale, advertising, and distribution of electronic cigarettes, with the support of approximately 400 agents in the enforcement operations. Strengthening coordination enabled greater efficiency and capacity to execute and monitor enforcement actions,” the publication highlights.
continuous work
In concluding its case study on Rio, the WHO notes that, although a more comprehensive assessment of the impact of coordinated anti-smoking actions in the city is still underway, it is already possible to affirm the strengthening of enforcement capacity and improved awareness of anti-smoking regulations.
– By simultaneously promoting policy development, enforcement, communication, and regulatory innovation, Rio de Janeiro is working to curb the rise in e-cigarette use and reinforce its leadership in tobacco control and public health protection. Just as in the past, when certain jurisdictions took the lead and paved the way for national policies, it is hoped that similar subnational leadership will once again play a catalytic role. This approach offers valuable lessons for other cities in Brazil and for cities facing similar challenges elsewhere – concludes the entity.
