WHO Report Warns: Global Smoking Decline Overshadowed by Rise in Vaping

The world is smoking less than ever before, but the tobacco epidemic remains a grave public health challenge. A new World Health Organization (WHO) report reveals that while global tobacco use has fallen dramatically over the past two decades—from 1.38 billion users in 2000 to 1.2 billion in 2024—the rise of new nicotine products, especially e-cigarettes, threatens to reverse decades of progress in curbing addiction.

A Major Milestone Shadowed by a New Threat

The report, part of WHO’s ongoing global tobacco surveillance initiative, shows a 27% relative decline in tobacco use since 2010. Dr. Tedros Adhanom Ghebreyesus, WHO Director-General, hailed the progress but warned that the tobacco industry is “fighting back with new nicotine products, aggressively targeting young people.”

“Millions of people are stopping, or not taking up, tobacco use thanks to tobacco control efforts by countries around the world,” he said. “But governments must act faster and stronger to enforce proven tobacco control policies. The industry is using new tools—vapes, nicotine pouches, and heated tobacco products—to recruit the next generation.”

The Rise of Vaping: A New Epidemic

For the first time, WHO’s global report provides estimates of e-cigarette use, revealing an alarming 100 million people worldwide now vape, including 86 million adults and at least 15 million adolescents aged 13–15 years.

In countries with sufficient data, children are nine times more likely to vape than adults, underscoring what WHO officials describe as a “youth-driven epidemic.”

Dr. Etienne Krug, WHO Director of Health Determinants, Promotion and Prevention, warned that vaping is “fuelling a new wave of nicotine addiction,” adding that the industry’s marketing tactics often disguise harm under the guise of innovation and “harm reduction.”

“These products are hooking kids on nicotine earlier and risk undermining decades of progress,” Krug said. “They are not the solution—they are the next problem.”

Women Leading the Global Quit Movement

Between 2000 and 2024, tobacco use has fallen for both men and women across all age groups. But women have emerged as the driving force behind this global success.

• Female tobacco use dropped from 11% in 2010 to 6.6% in 2024, marking a reduction of 71 million users over 14 years.

• Women hit the 30% global reduction target five years early, achieving it in 2020.

• The total number of female tobacco users now stands at 206 million, down from 277 million in 2010.

In contrast, men—who represent over 80% of all tobacco users—are progressing more slowly. Global prevalence among men fell from 41.4% in 2010 to 32.5% in 2024, but at the current rate, they are not expected to reach the 30% reduction goal until 2031.

Regional Highlights: Progress and Pitfalls

The global decline hides significant regional disparities, with some areas making dramatic progress while others struggle to control rising trends:

• South-East Asia: Once the global epicenter of tobacco use, male smoking prevalence has nearly halved—from 70% in 2000 to 37% in 2024. The region accounts for over half of the global decline in tobacco use.

• Africa: Despite having the lowest prevalence (9.5%), population growth has led to a rise in absolute tobacco users. The region remains on track to meet the 30% reduction goal.

• Americas: With 14% prevalence and a 36% reduction, the region has made strong gains, though some countries still lack comprehensive data.

• Europe: Now the highest-prevalence region globally, with 24.1% of adults using tobacco. Alarmingly, European women have the highest smoking rates worldwide (17.4%).

• Eastern Mediterranean: Tobacco use remains at 18%, with increases in several countries despite global downward trends.

• Western Pacific: Progress remains sluggish, with 22.9% of adults using tobacco—down only modestly from 25.8% in 2010. Male prevalence here is the world’s highest at 43.3%.

The Policy Imperative: Stronger, Faster, Fairer

WHO officials emphasized that the gains of the past two decades are at risk unless governments fully implement and enforce the MPOWER package and the WHO Framework Convention on Tobacco Control (WHO FCTC).

The MPOWER strategy includes six key measures:

1. Monitoring tobacco use;

2. Protecting people from exposure to smoke;

3. Offering help to quit;

4. Warning about dangers of tobacco;

5. Enforcing advertising bans; and

6. Raising taxes on tobacco products.

Dr. Jeremy Farrar, WHO Assistant Director-General for Health Promotion and Disease Prevention, stressed that “nearly one in five adults still use tobacco or nicotine products,” and complacency now would undo years of progress.

“The world has made gains,” he said, “but stronger, faster action is the only way to beat the tobacco epidemic. We must close the loopholes that allow the industry to target children, regulate new nicotine products, and expand cessation services for all.”

A Warning and a Call to Action

Despite notable victories in tobacco control, WHO warns that the battle is far from over. The global decline in smoking is a triumph of policy and public health—but the rise of vaping and novel nicotine products threatens to entrench addiction in a new generation.

The message from WHO is clear: progress is fragile, the industry is relentless, and governments must act decisively. The path forward lies in tight regulation, higher taxation, universal access to cessation services, and protecting youth from predatory marketing.

In Dr. Tedros’s words:

“We have the tools, the evidence, and the experience. What we need now is courage — courage to stand up to an industry that profits from addiction and death, and to protect the health of future generations.”