WHO Calls for Stronger Action to Protect Youth from Rising Tobacco and Nicotine Addiction

As the world marks World No Tobacco Day on 31 May, the World Health Organization (WHO) has issued a renewed call for governments to take stronger action against the growing use of tobacco and nicotine products among children, adolescents, and young adults. The warning comes amid rising concerns over the increasing popularity of e-cigarettes, nicotine pouches, and other nicotine-based products that are being aggressively marketed to younger generations.

According to WHO, at least 40 million children aged between 13 and 15 years currently use tobacco products worldwide. At the same time, the use of newer nicotine products, including e-cigarettes and nicotine pouches, continues to expand rapidly, raising fears of a new public health crisis driven by nicotine addiction among young people.

Health experts warn that tobacco and nicotine companies are increasingly redesigning products and marketing strategies to appeal to younger consumers. Through attractive packaging, sweet flavours, social media campaigns, and influencer endorsements, companies are creating products that are easier to use, more appealing to first-time users, and more difficult to quit once addiction develops.

WHO officials argue that these tactics mirror strategies previously used to promote cigarettes, but are now being adapted for a new generation of nicotine products. The organization warns that despite growing awareness of the dangers of tobacco use, companies continue to seek new ways to attract young customers and secure long-term consumers.

Dr Etienne Krug, Director of WHO’s Department of Health Determinants, Promotion and Prevention, noted that while tobacco products continue to cause millions of deaths annually, major tobacco corporations are simultaneously expanding their portfolios of alternative nicotine products. According to WHO, this approach allows companies to maintain profits from traditional cigarettes while building new markets among young people through products such as flavoured e-cigarettes and nicotine pouches.

Growing Concern Over Nicotine Addiction

Health professionals emphasize that nicotine is a highly addictive substance that can have serious impacts on developing brains. Children, adolescents, and young adults are particularly vulnerable because their brains are still undergoing critical stages of growth and development.

Research has shown that nicotine exposure during adolescence can affect attention, learning, memory, mood regulation, and impulse control. High concentrations of nicotine can also increase the likelihood of long-term addiction and make quitting more difficult later in life.

Public health experts fear that many young people who begin using nicotine products may not fully understand the risks associated with addiction. Products marketed as modern, discreet, or socially acceptable alternatives to smoking may create the perception that they are harmless, despite containing addictive substances.

WHO warns that early nicotine use can also increase the likelihood of future tobacco consumption and other substance use, creating broader public health challenges over time.

Nicotine Pouches Under Increased Scrutiny

Particular concern has emerged around nicotine pouches, one of the fastest-growing segments of the global nicotine market. These products, which are placed between the gum and lip, deliver nicotine without the need for smoking or vaping.

WHO recently released findings indicating that nicotine pouches are being promoted through highly sophisticated marketing campaigns targeting younger audiences. Social media influencers, lifestyle branding, celebrity endorsements, and colourful packaging are being used to position the products as fashionable and socially desirable.

Many nicotine pouches are sold in flavours that resemble candy, fruit, mint, desserts, and beverages, increasing their appeal to adolescents and young adults. Public health advocates argue that such flavouring strategies are specifically designed to attract new users who may not otherwise consume nicotine.

The organization’s latest report found that approximately 160 countries still lack specific regulations governing nicotine pouches, despite rapidly increasing global sales. This regulatory gap leaves millions of consumers without adequate protection and allows companies to expand into markets where oversight remains limited.

WHO officials stress that the tactics being used to market nicotine pouches closely resemble those previously employed to promote e-cigarettes and other tobacco products, with the ultimate goal of establishing long-term nicotine dependence among consumers.

Governments Encouraged to Strengthen Regulation

To address these concerns, WHO is urging governments to adopt stronger regulatory measures aimed at reducing youth exposure to tobacco and nicotine products.

Among the recommendations are comprehensive bans on flavoured nicotine products, restrictions on advertising and sponsorship, stronger controls on marketing through digital platforms, and expanded enforcement of smoke-free and vape-free public spaces.

WHO also recommends that governments prohibit promotional campaigns targeting young people and implement clear product labeling requirements to inform consumers about health risks.

Public health experts believe that comprehensive regulation is essential because young people are particularly susceptible to advertising and social influence. Without effective safeguards, the widespread availability and promotion of nicotine products could undermine decades of progress in tobacco control.

Rio de Janeiro Recognized for Leadership

WHO highlighted several examples of governments taking proactive measures to combat nicotine addiction among young people. Among them, the city of Rio de Janeiro in Brazil has emerged as a notable example of local leadership in tobacco and nicotine control.

Authorities in Rio intensified enforcement efforts against the sale and promotion of e-cigarettes, conducting hundreds of coordinated inspections to ensure compliance with regulations. The city also strengthened legislation governing smoke-free environments by explicitly including e-cigarettes and other nicotine products within existing restrictions.

In addition to enforcement activities, public awareness campaigns were launched to educate citizens about the health risks associated with nicotine use and to discourage experimentation among youth.

Health advocates note that local governments often play a critical role in implementing tobacco control measures, particularly when national regulations are still evolving.

Recognizing Global Tobacco Control Efforts

As part of World No Tobacco Day 2026 activities, WHO recognized individuals and organizations from around the world for their outstanding contributions to tobacco control. The annual World No Tobacco Day Awards honour leaders who have demonstrated exceptional commitment to reducing tobacco use and countering industry tactics that target vulnerable populations.

The awards highlight successful initiatives in public education, policy development, research, law enforcement, and community engagement. WHO believes that recognizing these efforts encourages innovation and strengthens global momentum in the fight against tobacco-related harm.

Tobacco Remains a Major Global Health Threat

Despite progress in many countries, tobacco use continues to be one of the world’s leading causes of preventable death and disease. WHO estimates that tobacco kills more than seven million people every year, making it one of the most significant public health challenges globally.

Tobacco consumption is linked to a wide range of serious health conditions, including heart disease, stroke, chronic respiratory illnesses, and more than twenty different types of cancer. Millions of additional people suffer from long-term health complications that reduce quality of life and place significant pressure on healthcare systems.

The economic costs are equally substantial, with countries facing billions of dollars in healthcare expenses, lost productivity, and social costs related to tobacco-related illnesses.

Encouraging a Tobacco-Free Future

As World No Tobacco Day approaches, WHO is encouraging the more than one billion users of tobacco, e-cigarettes, and nicotine pouches worldwide to take the first step toward quitting. Public health experts stress that breaking nicotine addiction can significantly improve health outcomes, reduce disease risks, and enhance overall well-being.

The organization’s broader message focuses on protecting future generations from addiction by ensuring that young people are not targeted by marketing practices designed to encourage lifelong nicotine use. Through stronger regulation, public awareness, and international cooperation, WHO believes countries can reduce tobacco-related harm and build healthier communities for generations to come.

With nicotine products evolving rapidly and industry marketing becoming increasingly sophisticated, health authorities emphasize that vigilance and decisive action will be essential in preventing a new generation from becoming dependent on tobacco and nicotine products.