In March 2024, OXY Belgium was officially established. The mission of OXY Belgium is aligned with the field of public health, specifically targeting cardiovascular diseases, respiratory diseases, cancer, and other health conditions. The association’s primary objective is to challenge existing societal norms and enhance public health literacy to reduce the normalization of nicotine and tobacco product use, except for medical purposes. This mission is guided by the World Health Organization (WHO) recommendations, the Framework Convention on Tobacco Control (FCTC), and best practices from the most advanced countries in this domain. In practice, OXY Belgium prioritizes protecting young individuals from consuming tobacco and non-medical nicotine-based products in all forms, as well as from nicotine dependence. OXY Belgium also wants to fight against the environmental impact of tobacco and non-medical nicotine-based products through all production chains and their waste, including cigarette butts, filters, plastics, liquids, batteries, etc. Finally, the association encourages consumers of tobacco and all types of non-medical nicotine-based products to stop their use. How? The association aims to achieve its objectives primarily mainly through the provision of expertise and opinions, dissemination of information to the general public and decision-makers, organization of events, and participation in national and international programs. In accordance with Article 5.3 of the Framework Convention on Tobacco Control (FCTC), the association is independent of the tobacco industry and the industry of non-medical nicotine-based products. It is not influenced by their commercial and other interests.