From the last 17th to 22th of November, 1600 people and 160 groups of interest gathered in Geneva to attend COP11 – the World Health Organization’s Framework Convention on Tobacco Control’s 11th Conference of the Parties. This event is the WHO’s flagship conference on tobacco control and aims to advance global cooperation in reducing tobacco use by reviewing implementation of the WHO FCTC, adopting new guidelines, and addressing emerging challenges.

One of the major takeaways from COP11 was a decision calling for a total ban on the use and sale of all tobacco products and Innovative Nicotine Products (INPs) – like heated tobacco products (HTPs), e-cigarettes,vapes, and nicotine pouches. Such a decision goes against evidence-based studies that place INPs as safer alternatives to cigarettes and dismisses the fact that several countries are managing to reduce their smoking rates by adding INPs to the equation.

Sweden is the most notable success story of a nation that fought smoking with innovation. This Scandinavian country currently has a smoking rate below 5 percent, having accomplished a smoke-free status. These results, which end up having a significant positive impact on public health, were only achieved thanks to the so-called Triple-A approach, that stands for granting accessibility, affordability and acceptability.

Nevertheless, Sweden is not the only nation demonstrating that smoking rates can be tackled with smart regulation. The fellow EU member-States of Greece and the Czech Republic are also showing the path forward. Greece achieved a 14 percent reduction in smoking rates between 2020 and 2023 after shifting from prohibitionist policies to a regulatory framework that considers relative risk. The Czech Republic, on its turn, faced a 7 percent drop on smoking in just 3 years due to coordinated harm reduction policies across all government ministries. Outside of the EU, in countries like the UK, Switzerland, the USA, New Zealand, and Japan, declining smoking rates are coinciding with the increasing use of INPs like vapes and HTPs.

Amidst this landscape, several countries came together at COP11 to speak up against the calling for restrictions on INPs. This group included New Zealand, Serbia, Mozambique, the Gambia and the Caribbean nation of St. Kitts and Nevis, showing that any country can have a relevant role in advocating for innovative solutions – which means Barbados has an opportunity to help pave the way towards a smoke-free future.

Barbados’ smoking rate is one of the lowest in the Caribbean region. Yet, 12 percent of men still smoke and tobacco is responsible for 6.4 percent of deaths every year, coupled with a very scarce access to INPs. There is a chance to change the course by embracing innovation and championing evidence-based policies.

The neighbouring Caribbean nation of St. Kitts and Nevis is proving that being a small country with a small population is not an obstacle to becoming an important voice in a crucial topic such as the fight against smoking. Building up on this regional support, Barbados can start working on an innovation-oriented regulatory framework against smoking and become one more success case in the face of COP’s restrictive intentions.

There is evidence, there are real life examples and there is a choice. Barbados is able to choose and be a key player for the future of public health.

* Beatriz Santos is the Chief Communications Officer (CCO) at We Are Innovation. She is based in Lisbon, Portugal. Beatriz started publishing articles through her University newspaper and eventually moved to national and international reach outlets, including the well known Portuguese outlets NOVO and Observador. Her professional career includes international communications experience with the ATREVIA agency and the European Parliament. She also has two published books and is an essential part of the Students For Liberty organization in Portugal. With a focus on positive change and global cooperation, Beatriz actively seeks partnerships across the globe to promote innovative initiatives.