Worldwide, at least 40 million children between the ages of 13 and 15 use tobacco products, and the use of e-cigarettes and nicotine pouches among young people continues to grow. Ahead of World No Tobacco Day on 31 May, the World Health Organization (WHO) calls on governments globally to safeguard a new generation from becoming hooked on tobacco and nicotine products.
WHO cautions that tobacco and nicotine companies are deliberately designing their products to be more attractive, easier to use, and harder to quit, especially for adolescents and young people.
“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,” said Dr Etienne Krug, Director of the Department of Health Determinants, Promotion and Prevention at WHO.
Nicotine is highly addictive and harmful, particularly at high concentrations, and especially for children, adolescents, and young adults whose brains are still developing.
Governments can protect people by banning flavoured products, prohibiting advertising, promotion, and sponsorship, making indoor public spaces completely smoke- and vape-free, and stepping up enforcement.
WHO recently warned that nicotine pouches, one of the fastest-growing nicotine products on the market, are being aggressively promoted through social media influencers, using lifestyle branding and flavours designed to appeal to young people.
The nicotine pouch report found that around 160 countries still lack specific regulations for nicotine pouches, despite rapidly increasing sales worldwide, leaving millions of people unprotected. Bright packaging, candy-like flavours, and influencer campaigns are the same tactics used for other nicotine products, with the primary aim of creating addiction to these harmful substances.
Governments and organizations making a difference
Governments at both national and local levels play a key role in regulating these products. One example is the city of Rio de Janeiro, Brazil, which has become a leading example of local action to combat nicotine use and protect young people from addiction. The city intensified enforcement against e-cigarette sales and advertising, conducted hundreds of coordinated inspections to ensure compliance with the ban and smoke- and vape-free laws, launched large-scale public awareness campaigns, and strengthened smoke-free legislation to explicitly include all tobacco and nicotine products, including e-cigarettes.
On 19 May, WHO honoured leaders from around the world who are taking bold action to counter increasingly sophisticated industry tactics designed to attract young people. WHO recognizes all recipients of the 2026 World No Tobacco Day Awards for their outstanding contributions to tobacco control.
Tobacco use kills more than 7 million people each year. It remains one of the leading causes of preventable death globally and is linked to cardiovascular disease, respiratory illness, and more than 20 different types or subtypes of cancer.
WHO encourages the world’s more than 1 billion tobacco, e-cigarette, and nicotine pouch users to take the first step toward quitting and break free from addiction on 31 May.