WHO calls on governments to stop tobacco and nicotine addiction in young people

At least 40 million children aged 13–15 worldwide use tobacco products. The World Health Organization (WHO) is calling on governments to act before World No Tobacco Day on 31 May. Young people are increasingly using e-cigarettes and nicotine pouches, two of the fastest-growing nicotine products on the market.

Tobacco and nicotine companies deliberately engineer their products to attract young people, the WHO warns. They make products easier to use, more appealing, and harder to quit. Dr Etienne Krug, Director of the Department of Health Determinants, Promotion and Prevention at WHO, said: "Even as tobacco continues to kill millions of people, major tobacco companies are reinventing their business model, continuing to profit from deadly cigarettes while aggressively pushing flavoured e-cigarettes, nicotine pouches and other nicotine products aimed at hooking the next generation."

Nicotine is highly addictive and particularly harmful for children and adolescents whose brains are still developing. Nicotine pouches are promoted heavily through social media influencers using lifestyle branding and candy-like flavours designed to appeal to young people. About 160 countries have no specific rules for nicotine pouches, leaving millions unprotected despite rapidly growing sales worldwide.

Governments can protect young people by banning flavoured products, banning advertising and sponsorship, making indoor public spaces completely smoke- and vape-free, and enforcing these rules more strictly. Rio de Janeiro, Brazil, has become a leading example of local action. The city carried out hundreds of coordinated inspections to ensure compliance with its e-cigarette ban and smoke- and vape-free laws. It also ran large-scale public awareness campaigns and strengthened smoke-free legislation to include all tobacco and nicotine products.

On 19 May, the WHO awarded leaders from around the world who are taking bold action against tobacco and nicotine addiction. Tobacco kills more than 7 million people every year and remains one of the leading causes of preventable death globally. It is linked to cardiovascular disease, respiratory illness, and more than 20 different types or subtypes of cancer. The WHO encourages the world's more than 1 billion tobacco, e-cigarette and nicotine pouch users to quit on 31 May.