With millions of adolescents already using tobacco products, the World Health Organization (WHO) is warning that the next generation faces a growing nicotine addiction crisis unless urgent action is taken.
The warning comes ahead of World ‘No Tobacco Day’ on May 31 and follows new data showing that an estimated 40 million children aged 13 to 15 are currently using tobacco products worldwide.
According to the WHO, the growing popularity of e-cigarettes and nicotine pouches among young people is being driven by weak regulations, attractive flavouring and aggressive marketing campaigns on social media platforms.
The organisation has accused tobacco manufacturers of targeting younger consumers with highly addictive nicotine products, warning that nicotine exposure can interfere with adolescent brain development and increase the risk of long-term addiction.
Health officials also expressed concern over the rapid growth of nicotine pouches, which are among the fastest-expanding nicotine products globally. The WHO noted that many countries have yet to introduce regulations governing their sale and promotion.
The agency said manufacturers are exploiting these regulatory gaps through colourful packaging, sweet flavours and influencer marketing designed to appeal to children and teenagers.
To address the trend, the WHO is urging governments to ban flavoured nicotine products, prohibit all forms of advertising and sponsorship, strengthen smoke- and vape-free public space laws, and step up enforcement against violations.
The organisation highlighted Rio de Janeiro in Brazil as an example of successful intervention, citing stricter enforcement against e-cigarette sales, updated smoke-free regulations and public awareness campaigns.
The WHO says tobacco use remains one of the leading causes of preventable death worldwide, claiming more than seven million lives annually through diseases including cancer, cardiovascular conditions and chronic respiratory illnesses.
It also called on tobacco and nicotine users around the world to use World ‘No Tobacco Day’ as an opportunity to quit and seek support in overcoming addiction.
