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WHO urges governments to protect young people from addiction to tobacco and nicotine products
Around the world, at least 40 million children between the ages of 13 and 15 smoke, and the use of e-cigarettes and nicotine patches among young people continues to increase. Ahead of World No Tobacco Day – May 31 – the World Health Organization (WHO) is calling on governments around the world to protect new generations from addiction to tobacco and nicotine products.
The WHO warns that tobacco and nicotine companies are deliberately developing their products to make them more attractive, easier to use and harder to quit, especially for adolescents and young people.
“Even as tobacco continues to kill millions of people, big tobacco companies are reinventing their business model, continuing to profit from deadly cigarettes while aggressively pushing flavored e-cigarettes, nicotine pouches and other nicotine products to appeal to the next generation,” said Dr. Etienne Krug, Director of the Department of Health Determinants, Promotion and Prevention at WHO.
Nicotine is highly addictive and harmful, especially in high concentrations, especially for children, adolescents and young adults whose brains are still developing.
Governments can protect people by banning flavored products, banning advertising, promotion and sponsorship, making indoor public places completely smoke- and vape-free, and stepping up enforcement.
WHO recently warned that nicotine pouches, one of the fastest growing nicotine products on the market, are being aggressively promoted through social media influencers, using lifestyle branding and flavors designed to appeal to young people.
Nicotine Pouch Report found that around 160 countries still do not have specific regulations for nicotine pouches, despite rapidly growing sales worldwide, leaving millions of people unprotected. Bright packaging, candy-like flavors, and influencer campaigns are the same tactics used for other nicotine products, with the primary goal of creating addiction to these harmful products.
Governments and organizations that make a difference
Governments at the national and local levels play a key role in regulating these products. One such example is the city of Rio de Janeiro in Brazil, which has proven to be a leading example of local action to curb nicotine use and protect young people from addiction. The city has stepped up measures against the sale and advertising of e-cigarettes and conducted hundreds of coordinated inspections to ensure compliance with the ban and laws against smoking and vaping. It also launched extensive public awareness campaigns and strengthened anti-smoking laws to specifically include all tobacco and nicotine products, including e-cigarettes.
On May 19, the WHO honored leaders from around the world who are taking bold steps to counter increasingly sophisticated industry tactics designed to lure young people. WHO recognizes all awardees World No Tobacco Day 2026 award for their outstanding contribution to tobacco control.
Tobacco use kills more than 7 million people every year. It remains one of the leading causes of preventable death globally and is linked to cardiovascular disease, respiratory disease and more than 20 different types or subtypes of cancer.
WHO encourages more than 1 billion users of tobacco, e-cigarettes and nicotine patches worldwide to take the first step towards quitting smoking and break free from addiction on May 31st.
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