The World Health Organization (WHO) has called on governments worldwide to take urgent action to protect young people from rising addiction to tobacco, e-cigarettes, and other nicotine-based products, warning that aggressive industry tactics are driving a new generation of users.
The appeal comes ahead of World No Tobacco Day (May 31) and highlights growing global concern over the rapid increase in youth use of electronic cigarettes and nicotine pouches, alongside traditional tobacco products.
According to the World Health Organization, at least 40 million adolescents aged 13–15 are currently using tobacco products globally, with usage of newer nicotine products continuing to rise. Health officials warn that nicotine exposure during adolescence is especially dangerous because it affects brain development and increases the risk of long-term addiction.
WHO has accused the tobacco and nicotine industry of deliberately designing products and marketing strategies to appeal to younger users. Flavored products, influencer marketing, and lifestyle branding are being used to normalize nicotine consumption and encourage early addiction.
Dr. Etienne Krug of WHO emphasized that while tobacco continues to cause millions of deaths annually, companies are adapting their business models to sustain profits by targeting youth through new nicotine delivery systems such as e-cigarettes and nicotine pouches.
The organization stressed that governments can reduce harm through strong regulatory measures, including banning flavored products, restricting advertising and sponsorship, enforcing smoke-free public spaces, and tightening controls on emerging nicotine products.
WHO also highlighted growing concern over nicotine pouches, which are rapidly expanding in global markets but remain weakly regulated in many countries. Officials noted that in many regions, regulatory frameworks have not kept pace with the fast growth of these products, leaving millions of young people vulnerable.
Some local governments have already taken strong action. For example, Rio de Janeiro has implemented stricter enforcement against vaping products and expanded smoke-free regulations to include all nicotine products, alongside public awareness campaigns.
Despite progress in some regions, tobacco use remains one of the leading preventable causes of death worldwide, contributing to over 7 million deaths each year. WHO continues to urge stronger global cooperation to prevent addiction and support cessation efforts among current users.
The agency has also encouraged users of tobacco and nicotine products to take steps toward quitting, emphasizing that health benefits begin quickly after stopping and increase over time.
