WHO commends Cook Islands for its strong tobacco control efforts
Joint TMO-WHO news release
27 June 2025, Rarotonga – The Government of the Cook Islands has recently approved a decision to increase the tobacco tax in the country by NZ$125.50 per 1,000 cigarettes or kilogram of tobacco annually for the next three years, a move recommended by Te Marae Ora Cook Islands Ministry of Health. Additionally, a 5% increase has been approved for each subsequent year.
The new tobacco taxation represents a 30% increase in the average price of a pack of 20 cigarettes over the first three years, raising the price from NZ$26.88 to NZ$35.54 by July 2027. According to modelling estimates by the World Health Organization (WHO), this tax is also anticipated to lower the smoking rate from 34.50% to 33.4%.
“By making tobacco products less affordable, we aim to decrease tobacco use and its associated health risks, towards a healthier, smoke-free Cook Islands,” said Honourable Health Minister Vainetutai Rose Toki Brown. “I would like to express my gratitude to the Cabinet Ministers for prioritizing health through the approval of these tobacco taxation reforms. I also thank Te Marae Ora Ministry of Health for its commitment to a better and heathier future for our children and people, the Ministry of Finance and Economic Management and WHO for their close collaboration.”
Tobacco use is one of the leading risk factors for noncommunicable diseases (NCDs), such as cardiovascular diseases and cancer. In the Cook Islands, NCDs are the primary causes of premature death and significant health burdens, with cardiovascular diseases being the most common. Approximately 80% of all deaths in the Cook Islands result from NCDs, and 20% of these deaths are premature, occurring before the age of 70.
According to Cook Islands’ 2022 STEPS survey, 35.5% of adults aged 25-64 are current smokers. Smoking is more prevalent among younger men aged 18-44 (44%) compared to older men aged 45-69 (26.2%). Although the overall number of tobacco users in the Cook Islands has decreased over the years, young people are alarmingly initiating tobacco use at an earlier age, from an average of 19.7 years in 2015 to 17.8 years in 2022.
To address the significant burden of NCDs and tobacco use in the country, the Cook Islands has implemented strong policies and plans, including the Cook Islands Tobacco Control Action Plan 2023-2031 and the Tobacco Products Control Amendment Act 2024. The increase in tobacco taxation is a key component of the Tobacco Products Control Action Plan. The Cook Islands has been a party to the WHO Framework Convention on Tobacco Control (FCTC) since 2004.
Because of the Cook Islands’ strong tobacco control measures, they were awarded the World No Tobacco Day Award 2025 by WHO last May 2025. Health Secretary Mr Bob Williams accepted the award on behalf of Te Marae Ora from WHO’s Director-General Dr Tedros Ghebreyesus on 19 May at the World Health Assembly in Geneva, Switzerland.
“We congratulate the Cook Islands on their decision to increase tobacco taxes and their overall robust and comprehensive measures in tobacco control. Indeed, the World No Tobacco Day Award is well-deserved,” said Lepaitai Hansell Blanche, Officer-in-Charge of the WHO Representative Office for Samoa, American Samoa, Cook Islands, Niue and Tokelau. “The Cook Islands’ efforts set a strong example for the rest of the region to follow. We urge other Pacific nations to adopt similar measures and work together towards achieving tobacco- and nicotine-free islands.”
Health Secretary Mr Bob Williams (left) accepts the World No Tobacco Day 2025 award on behalf of Te Marae Ora from WHO Director-General Dr Tedros Ghebreyesus (right) during the World Health Assembly in Geneva on 19 May 2025. Photo: WHO/Pierre Albouy
Media contacts:
Howard Tangimetua, Communications and Public Relations Advisor, Te Marae Ora Cook Islands Ministry of Health
Phone: +682 29664
Email: howard.tangimetua@cookislands.gov.ck
Faizza Tanggol, Communications for Partnerships Officer, WHO Representative Office for Samoa, American Samoa, Cook Islands, Niue and Tokelau
Mobile: +685 764 3052
Email: tanggolf@who.int
