The Spanish Association Against Cancer in Valencia has launched a unique initiative to raise awareness about the dangers of tobacco and vaping consumption, particularly among young people. Nine Formula 1 cars have been strategically placed throughout the city to highlight the industry's advertising tactics that use sports for covert promotion.

The campaign, named 'The Real Sponsor', has introduced a fictional product called 'Cancer-flavored Vaper', designed to mimic the industry's visual and communication language. The aim is to alert about manipulations and sensitize young people to the risks associated with e-cigarette consumption.

This action comes at an "especially worrying" time, as vaping consumption among young students has tripled in recent years. The tobacco and nicotine industry has adapted its marketing strategies to the digital and social environment, exploiting regulatory loopholes and control difficulties, especially on social media, cultural, and sports events, to normalize and promote consumption among adolescents and young adults.

Therefore, the Spanish Association Against Cancer in Valencia has launched this campaign to "denounce covert marketing strategies, raise public awareness, and call for regulatory updates." On the occasion of World No Tobacco Day, the goal is to dismantle advertising tactics that normalize the consumption of e-cigarettes and other tobacco and nicotine products.