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The World Health Organization (WHO) has issued a strong warning over rising global nicotine use among young people, stating that at least 40 million children aged 13–15 currently use tobacco products, while e-cigarette and nicotine pouch use continues to increase worldwide.
The statement was released ahead of World No Tobacco Day on 31 May, as WHO called on governments to strengthen policies to prevent a new generation from becoming addicted to tobacco and nicotine products.
WHO said tobacco and nicotine companies are deliberately designing products to increase their appeal among adolescents, making them easier to use and harder to quit. The organization warned that flavored products, colorful packaging, and digital marketing strategies are being used to attract young users.
Dr. Etienne Krug, Director of the Department of Health Determinants, Promotion and Prevention at the WHO, said that the tobacco industry continues to profit from traditional cigarettes while simultaneously expanding into newer products such as flavored e-cigarettes and nicotine pouches.
He warned that these products are being aggressively marketed to “hook the next generation,” despite their known health risks and addictive properties.
The WHO highlighted nicotine pouches as one of the fastest-growing nicotine products globally, noting that about 160 countries currently have no specific regulations governing their sale or marketing.
According to the organization, these products are often promoted through social media influencers and lifestyle branding, using flavors and packaging designed to appeal to young people. WHO warned that these tactics mirror those previously used to promote traditional tobacco products.
WHO reiterated that nicotine is highly addictive and particularly harmful to children, adolescents, and young adults whose brains are still developing.
Tobacco use remains one of the leading preventable causes of death worldwide, killing more than 7 million people annually and contributing to cardiovascular diseases, respiratory illnesses, and more than 20 types of cancer.
The organization urged governments to adopt stricter tobacco control measures, including banning flavored products, prohibiting advertising and sponsorship, expanding smoke- and vape-free public spaces, and strengthening enforcement mechanisms.
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