WHO urges governments to protect young people from addiction to tobacco and nicotine products
The WHO reports 40 million children aged 13-15 use tobacco, with rising e-cigarette and nicotine pouch use, urging governments to implement stricter regulations like bans on flavored products and smoke-free spaces. WHO highlights nicotine's health risks for youth and notes 160 countries lack nicotine pouch regulations.
At least 40 million children aged 13 to 15 worldwide use tobacco products, and rising numbers of adolescents are turning to e-cigarettes and nicotine pouches, prompting the World Health Organization to issue an urgent call for governments to strengthen protections ahead of World No Tobacco Day on 31 May. The UN health agency warns that tobacco and nicotine companies are increasingly engineering their products to be more attractive, easier to use and harder to quit, with a particular focus on hooking adolescents and young adults. “While tobacco continues to kill millions each year, major companies are reinventing their business models, profiting from traditional cigarettes while aggressively marketing flavoured e-cigarettes, nicotine pouches and other nicotine products aimed at ensnaring the next generation,” said Dr Etienne Krug, Director of the WHO’s Department of Health Determinants, Promotion and Prevention.
Nicotine is highly addictive and poses serious health risks, especially at high concentrations, with children, adolescents and young adults particularly vulnerable due to their still-developing brains. WHO is urging governments to implement robust regulatory measures, including bans on flavoured products, strict controls on advertising and promotion, and the creation of completely smoke- and vape-free public spaces. The agency has highlighted the rapid growth of nicotine pouches, which are being aggressively promoted through social media influencers using lifestyle branding and candy-like flavours designed to appeal to young audiences. Alarmingly, about 160 countries have no specific regulations for nicotine pouches, despite their surging global sales, leaving vast populations unprotected.
Cities and nations are taking note. Rio de Janeiro, Brazil, has emerged as a leading example of local action, intensifying enforcement against e-cigarette sales, conducting hundreds of coordinated inspections and launching public awareness campaigns. The city also strengthened smoke-free legislation to explicitly include all tobacco and nicotine products, including e-cigarettes, setting a benchmark for other municipalities. On 19 May, WHO recognised leaders worldwide for their bold efforts to counter the industry’s increasingly sophisticated tactics aimed at youth. The 2026 World No Tobacco Day Awards highlighted outstanding contributions to tobacco control, acknowledging those who are taking decisive steps to protect young people from addiction.
Tobacco remains one of the world’s leading preventable killers, responsible for more than seven million deaths annually. With the industry deploying ever-more sophisticated marketing strategies, WHO’s latest appeal underscores the urgent need for governments to act decisively to shield future generations from the lifelong harms of nicotine addiction.
