Key points:

• Israel has approved new legislation mandating graphic warning labels on all tobacco and nicotine products, including e-cigarettes and heated tobacco.
• The law positions Israel as one of the world’s first countries to apply such warnings to alternative nicotine products, following South Korea’s lead.
• Health experts say the warnings are part of a broader effort to reduce smoking rates though challenges remain due to stress-related upticks in tobacco use amid war.

In a decisive step toward curbing tobacco use in Isreal, the Knesset’s Economic Affairs Committee approved legislation Wednesday mandating graphic warning labels on a wide array of tobacco and nicotine products. The new law will require stark health warnings with images not only on traditional cigarette packaging, but also on e-cigarettes, heated tobacco devices, rolling papers, and loose tobacco.

The legislation, which is scheduled to take effect in 13 months, makes Israel one of the first countries in the world to extend graphic warnings to non-combustible nicotine products. South Korea is the only other country currently enforcing similar requirements for e-cigarettes.

“We’re pioneers in the introduction of graphic warnings for alternative nicotine products, including heated tobacco products,” said Dr. Yael Bar-Zeev of the Braun School of Public Health and Community Medicine at the Hebrew University of Jerusalem-Hadassah Medical Center. “We are the second country in the world after South Korea to pass this legislation for electronic cigarettes.”

The bill’s approval comes just days before World No Tobacco Day, which falls this year on Saturday, and coincides with the release of troubling survey data from the Israel Cancer Association. The study found that 31% of Israeli smokers reported starting or resuming smoking due to heightened stress and anxiety following the outbreak of war on October 7, 2023.

Smoking remains a significant public health challenge in Israel, where approximately 20% of adults smoke—substantially higher than the 13% average in OECD countries such as the United States, the UK, Canada, Australia, and New Zealand. According to Israeli health authorities, tobacco use is responsible for nearly one in five deaths nationwide.

The new regulation is part of a larger framework of tobacco control measures introduced in 2020. “We were expecting to see a reduction in smoking because a lot of tobacco control measures were passed in 2020,” said Bar-Zeev. “But then came COVID-19, and right after that came the war.”

Health officials believe the introduction of graphic images, particularly when paired with tax increases, enforcement of smoke-free zones, and advertising restrictions, can help deter tobacco use—especially among younger individuals. However, Bar-Zeev cautioned that the impact may be gradual. “It’s not that somebody is going to look at the package and say, ‘I don’t want to smoke anymore.’ The main idea is to deter young people and young adults from starting to use these products. And it is effective.”

Studies have shown that graphic warnings can change behavior. “People tend to hide their package because they don’t want to look at the picture,” Bar-Zeev said.

In a unique feature of the new policy, packages will also include a QR code directing consumers to cessation resources and services. “Israel is one of the few countries in the world that has free behavioral therapy and highly subsidized medication for people who want to quit through their HMOs,” Bar-Zeev explained. “People should know this.”

The Israel Cancer Association’s recent survey, conducted among 553 individuals aged 16 to 60, was intended to gauge national sentiment and behavioral trends tied to smoking and stress. The findings underscore the urgency of the legislation and its implementation timeline.

Public health advocates have welcomed the bill as a much-needed reinforcement of Israel’s tobacco control agenda. However, some are calling for additional measures to ensure the effectiveness of the policy. “We have to accompany this move with public education, cessation support, and continuous monitoring,” said a spokesperson from the Israel Cancer Association. “Otherwise, we risk losing the momentum.”

International health bodies, including the World Health Organization, have long recommended graphic health warnings as a powerful deterrent against smoking. Several studies globally have shown these measures not only raise awareness about the health risks of tobacco but also reduce smoking prevalence over time—especially when introduced alongside higher taxes and public smoking bans.

While the new Israeli law does not ban the sale of tobacco or vaping products, it marks a clear shift toward confronting the visual appeal and marketing strategies used by manufacturers, particularly those targeting youth. Packaging, once a branding tool, will now serve as a platform for public health messaging, according to media reports.

As the implementation deadline approaches, the Israeli government is expected to roll out campaigns to inform both consumers and retailers about the changes. Retail compliance will be crucial, as the Health Ministry ramps up inspections to ensure the new labeling rules are followed.

With this move, Israel positions itself among a small group of nations pushing aggressive tobacco regulation into the realm of newer nicotine technologies. “This is not just a symbolic gesture,” said Bar-Zeev. “It’s a step that aligns with global best practices and has the potential to save lives.”