The World Health Organization (WHO) has called on governments around the world to urgently introduce stronger policies to protect children and teenagers from rising tobacco and nicotine addiction.
Ahead of World No Tobacco Day on May 31, the global health agency warned that major tobacco manufacturers are increasingly targeting young people with highly addictive nicotine products, including e-cigarettes and nicotine pouches.
According to newly released WHO data, at least 40 million children aged between 13 and 15 are currently using tobacco products globally.
WHO said the growing popularity of e-cigarettes and nicotine pouches among youths is being driven by weak regulations and aggressive social media marketing strategies aimed at adolescents.
Etienne Krug said tobacco companies are reshaping their business models to attract a younger generation of users.
“Even as tobacco continues to kill millions of people, major tobacco companies are reinventing their business model. They are continuing to profit from deadly cigarettes while aggressively pushing flavored e-cigarettes, nicotine pouches, and other nicotine products aimed at hooking the next generation,” he said.
The WHO warned that nicotine poses particular dangers to children and adolescents because it can interfere with brain development and increase the risk of long-term addiction.
A major concern highlighted by the organisation is the rapid spread of nicotine pouches, now among the fastest-growing nicotine products worldwide.
According to a recent WHO report, about 160 countries currently lack specific laws or restrictions regulating nicotine pouches.
The agency accused manufacturers of exploiting regulatory loopholes by promoting products with colourful packaging, candy-like flavours, and influencer-driven marketing campaigns designed to appeal to minors.
To address the growing public health threat, WHO urged countries to adopt a strict four-point regulatory strategy, including:
· banning flavoured nicotine products,
· prohibiting advertising, sponsorship, and promotion,
· enforcing smoke-free and vape-free indoor public spaces,
· and increasing penalties and enforcement against violators.
The organisation pointed to Rio de Janeiro as an example of successful intervention after local authorities intensified crackdowns on e-cigarette sales, strengthened smoke-free regulations, and launched public awareness campaigns.
WHO stressed that tobacco use remains one of the world’s leading causes of preventable death, killing more than seven million people annually and contributing to cardiovascular diseases, respiratory illnesses, and over 20 forms of cancer.
The health agency also used the occasion to encourage the world’s estimated one billion tobacco and nicotine users to begin the process of quitting during this year’s World No Tobacco Day campaign.
