WHO has warned that a new global health crisis is unfolding as tobacco companies aggressively expand the use of e-cigarettes, flavoured nicotine products and nicotine pouches, placing millions of children and adolescents at risk of addiction.

This warning comes ahead of World No Tobacco Day on 31 May, as health experts raise concern over rapidly evolving marketing tactics designed to hook a younger generation.

The World Health Organization estimates that at least 40 million children aged between 13 and 15 are already using tobacco products globally, while usage of newer nicotine delivery systems, particularly e-cigarettes and nicotine pouches, continues to rise at an alarming rate across multiple regions.

According to WHO, this trend is being driven not only by product availability but also by aggressive marketing strategies that target young people through social media and lifestyle branding.

World Health Organization further noted that, early exposure to nicotine increases the risk of long-term dependency and can have long-term effects on cognitive development, emotional regulation, and physical health. Nicotine is still extremely addictive and particularly dangerous for adolescents, whose brains are still developing.

Dr. Etienne Krug, Director of the Department of Health Determinants, Promotion and Prevention at WHO, added that, despite international attempts to lower smoking rates, tobacco companies are purposefully changing their business models to assure continuous financial growth.

“Even as tobacco continues to kill millions of people, major tobacco companies are reinventing their business model, continuing to profit from deadly cigarettes while aggressively pushing flavoured e-cigarettes, nicotine pouches and other nicotine products aimed at hooking the next generation.”
Dr. Etienne Krug

According to WHO, these products are being intentionally designed to be more attractive and easier to use, with sweet flavours, sleek packaging and digital advertising campaigns that make them particularly appealing to younger audiences. Influencer marketing on social media platforms has become a key tool in normalising nicotine consumption among teenagers and young adults.

The Global Health Organization has also raised concerns over nicotine pouches, one of the fastest-growing segments of the global nicotine market. These products are often marketed as modern, discreet alternatives to smoking, but WHO says they carry significant health risks and are being promoted with little regulatory oversight in many countries.

WHO: Weak Laws Fuel Rapid Spread of New Nicotine Products

The lack of explicit laws governing nicotine pouches in almost 160 countries is a major concern raised by the World Health Organization. This regulatory gap has allowed the devices to expand rapidly throughout the world without sufficient safety checks or consumer protections.

WHO has called on governments to take swift, decisive action to narrow these gaps. Enforcing smoke-free and vape-free public areas, outlawing all tobacco and nicotine advertising, outlawing flavoured nicotine products, and bolstering compliance systems to restrict child access are some of the suggested actions.

The organization also emphasised the significance of strengthening laws pertaining to digital marketing, especially on social media sites where influencers and lifestyle material targeted at younger audiences are increasingly promoting nicotine products.

Over seven million people worldwide die from tobacco use each year, making it one of the major preventable causes of death. It is a persistent and avoidable public health concern since it is associated with respiratory disorders, cardiovascular ailments, and over 20 distinct forms of cancer.

WHO cautioned that the growth of new nicotine products might undo decades of tobacco control success if immediate action is not taken, especially in low- and middle-income nations where regulation is frequently laxer and enforcement is more constrained.

According to WHO, the tobacco industry continues to fast adapt despite increased awareness of the risks, changing its product design and marketing tactics to get around regulations and sustain consumer demand, particularly among youth.

A few local governments have started to act. For instance, Rio de Janeiro, Brazil, has stepped up its enforcement of laws prohibiting the marketing and sale of e-cigarettes. To deter juvenile uptake, authorities there have conducted coordinated inspections, reinforced smoke-free laws to cover all nicotine products, and started extensive public awareness efforts.

Although WHO has acknowledged these measures as instances of successful local action, it has emphasised that isolated efforts are insufficient to combat a global sector that operates across borders and increasingly through digital platforms.

The organization also recognised a number of states and organisations for their leadership in tobacco control, emphasising the need of persistent political commitment and concerted global action in combating nicotine addiction.

WHO has urged the more than one billion users of tobacco, e-cigarettes, and nicotine pouches worldwide to start the process of quitting. It emphasised that overcoming addiction is crucial for safeguarding one’s own health as well as the health of future generations.