Berlin, Germany – Dr. Wanda de Kanter, a 66-year-old Dutch pulmonologist and longtime anti-smoking activist, is entering a new phase of her decades-long fight against the tobacco industry. Recently awarded the prestigious Els Borst Prize 2026 and an honorary doctorate from the University of Antwerp, De Kanter intends to leverage these recognitions to further expose what she describes as the manipulative tactics of tobacco companies. Her unwavering stance, solidified after years of witnessing the devastating health consequences of smoking, positions her as a prominent voice in the ongoing global effort to curb tobacco use and hold the industry accountable.
De Kanter’s journey to becoming a leading anti-tobacco advocate is deeply personal. She herself was a smoker for nearly three decades, beginning at the age of twelve and not quitting until she was 47. The turning point came during a demanding conversation with her daughter, who expressed profound sadness and fear about her mother’s habit, equating smoking with death. This pivotal moment prompted De Kanter to confront her own addiction and dedicate her career to preventing others from falling into the same trap. Her experience gives her a unique perspective, allowing her to empathize with smokers while simultaneously condemning the industry she believes preys on vulnerability.
From Clinical Practice to Advocacy
For many years, De Kanter practiced medicine at the Rode Kruis Ziekenhuis Beverwijk and the Antoni van Leeuwenhoek, two prominent hospitals in the Netherlands. Working directly with patients suffering from lung cancer and chronic obstructive pulmonary disease (COPD) provided a stark and constant reminder of the human cost of tobacco use. She described her function as “bailing a sinking boat with a teaspoon,” recognizing that treating the symptoms of smoking-related illnesses was only addressing a small part of the problem. In 2021, she transitioned away from clinical work to focus entirely on preventative measures, specifically through her work with the Stichting Rookpreventie Jeugd (Youth Smoking Prevention Foundation).
The Stichting Rookpreventie Jeugd focuses on preventing young people from initiating smoking. De Kanter’s approach is grounded in both medical knowledge and behavioral insights, recognizing that cessation isn’t simply about providing information, but about addressing the underlying motivations and cognitive distortions that perpetuate addiction. She emphasizes that smokers are, victims of addiction and deliberate strategies employed by tobacco manufacturers. This perspective informs her advocacy and shapes her criticism of the industry’s practices.
Exposing Industry Tactics
De Kanter is a vocal critic of the tobacco industry’s tactics, which she describes as deceptive, and predatory. She specifically calls out the addition of ammonia to cigarettes, a practice designed to accelerate nicotine delivery to the brain, increasing its addictive potential. She also criticizes the use of misleading filters and the aggressive marketing strategies targeting young people through platforms like TikTok, Spotify, and streaming services. These marketing efforts, she argues, normalize smoking and create a false sense of appeal, particularly among vulnerable adolescents.
Her concerns extend to newer products like vapes and heat-not-burn devices, such as IQOS. Despite being marketed as safer alternatives, De Kanter warns that these products are equally addictive and pose significant health risks. She argues that they represent a continuation of the industry’s strategy to maintain its customer base by targeting new demographics and circumventing existing regulations. The long-term health effects of these newer products are still being studied, but De Kanter believes the potential for harm is substantial.
Legal Battles and Regulatory Challenges
De Kanter’s commitment to holding the tobacco industry accountable extends to the legal realm. She was involved in a planned lawsuit in 2018, alongside advocate Bénédicte Ficq, aimed at challenging the industry’s practices. Still, the case was suspended due to the fact that manufacturers were operating within the bounds of the law. This outcome, according to De Kanter, highlights the significant challenges in enacting stricter regulations and underscores the industry’s ability to navigate legal loopholes. This legal setback hasn’t deterred her; she continues to advocate for stronger policies to protect public health.
The complexities of litigating against the tobacco industry are further explored in research published by De Kanter in 2023, titled “Litigation against the Tobacco Industry: major impact for the EU?” The research, available on ResearchGate, examines the potential impact of legal challenges on tobacco control efforts within the European Union.
A Personal Transformation
De Kanter’s story is not only one of professional dedication but also of personal transformation. As a lung specialist who smoked for decades, she experienced firsthand the internal conflict between her medical knowledge and her own addiction. She recounts feeling like an anomaly – “the crazy lung doctor who smokes” – and the increasing pressure to conceal her habit from colleagues and patients. This internal struggle ultimately fueled her commitment to quitting and to helping others break free from the grip of nicotine. Moral Ambition details her journey, highlighting the challenges of addiction and the power of personal connection in overcoming it.
The “Devil Dancing for Money”
De Kanter’s stark assessment of the tobacco industry – that it is “the devil dancing for money” – reflects her deep-seated conviction that profit is prioritized over public health. She believes that the industry knowingly perpetuates addiction and employs manipulative tactics to maintain its market share. Her recent awards, the Els Borst Prize and the honorary doctorate, serve as validation of her work and a renewed call to action. She intends to use her platform to amplify her message and advocate for policies that protect future generations from the harms of tobacco.
The Els Borst Prize, named after the former Dutch Minister of Health, Public Health and Environment, recognizes individuals who have made significant contributions to public health. The University of Antwerp’s honorary doctorate further acknowledges De Kanter’s dedication to research and advocacy in the field of respiratory health and tobacco control.
As De Kanter embarks on this new chapter, her message remains clear: the fight against the tobacco industry is far from over. She urges policymakers, healthcare professionals, and the public to remain vigilant and to prioritize public health over the profits of a harmful industry. The next steps in her advocacy include continued engagement with policymakers and increased public awareness campaigns, particularly targeting young people.
Key Takeaways:
- Dr. Wanda de Kanter is a leading anti-tobacco advocate and pulmonologist who has dedicated her career to exposing the harmful practices of the tobacco industry.
- Her personal journey as a former smoker informs her empathetic yet firm stance against tobacco use.
- De Kanter criticizes the industry’s manipulative tactics, including the use of addictive additives, misleading marketing, and the promotion of harmful products like vapes.
- She advocates for stronger regulations and increased public awareness to protect future generations from the dangers of tobacco.
The ongoing struggle against tobacco addiction and the influence of the tobacco industry requires sustained effort and a commitment to evidence-based policies. De Kanter’s work serves as a powerful reminder of the human cost of tobacco use and the importance of holding the industry accountable. Share your thoughts on this critical issue in the comments below.
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