“If your product killed 8 million people each year, you’d also target a new generation” – that’s the tagline for World No Tobacco Day this year, which looks at the tactics used by tobacco and related industries to attract younger generations. We catch up with consultant psychiatrist Assoc Prof Dr Amer Siddiq bin Amer Nordin from Universiti Malaya Medical Centre to find out how young people become addicted to tobacco use, and how do we counter industry’s tactics.