Note: Single-source report; awaiting corroboration.
The World Health Organization (WHO) reports that at least 40 million children aged 13 to 15 currently use tobacco products globally, with e-cigarette and nicotine pouch use rising among young people. Ahead of World No Tobacco Day on 31 May, WHO is calling on governments worldwide to step up efforts to protect youth from addiction to these products.
WHO warns that tobacco and nicotine companies intentionally design products to appeal to and addict adolescents and young adults, making them harder to quit. Dr. Etienne Krug, WHO's Director of the Department of Health Determinants, Promotion and Prevention, noted that despite tobacco's ongoing toll, companies aggressively market flavored e-cigarettes, nicotine pouches, and other nicotine products to attract the next generation.
Due to nicotine’s highly addictive properties and its harmful effects on developing brains, WHO recommends actions such as banning flavored products, restricting advertising, promotion, and sponsorship, enforcing smoke- and vape-free indoor public spaces, and strengthening regulatory enforcement.
WHO also warns about the rapid growth of nicotine pouch products, which are promoted through social media influencers using lifestyle branding and flavors that appeal to youth. Approximately 160 countries lack specific regulations for these products despite rising sales, leaving many unprotected. Packaging and marketing tactics mimic those used to promote other addictive nicotine products.
Locally, the city of Rio de Janeiro in Brazil is cited as a key example of effectively combating youth nicotine addiction. The city increased enforcement against e-cigarette sales and advertising, conducted inspections to ensure compliance with bans and smoke-free laws, launched public awareness campaigns, and strengthened legislation covering all tobacco and nicotine products including e-cigarettes.
WHO plans to recognize global leaders taking decisive action against industry tactics intended to hook young users on tobacco and nicotine products.