How Tobacco & Nicotine Companies Are Targeting Youth-And How Governments Can Stop Them

The World Health Organization (WHO) has issued an urgent warning ahead of World No Tobacco Day on May 31, 2026, highlighting a disturbing rise in nicotine addiction among young people. At least 40 million children aged 13–15 globally now use tobacco products, with e-cigarettes and nicotine pouches driving a new wave of addiction. The WHO emphasizes that tobacco and nicotine companies are deliberately designing products to appeal to adolescents, undermining decades of progress in tobacco control.

The organization’s latest report reveals that while global tobacco use has declined—from 1.38 billion users in 2000 to 1.2 billion in 2024—a significant challenge remains. Nicotine pouches, one of the fastest-growing nicotine products, are now being aggressively marketed through social media influencers, lifestyle branding, and candy-like flavors. These tactics mirror those used for e-cigarettes, which have already hooked at least 15 million adolescents worldwide. In countries with available data, children are nine times more likely than adults to vape, the WHO notes.

Dr. Etienne Krug, Director of the WHO’s Department of Health Determinants, Promotion and Prevention, stated that tobacco companies are "reinventing their business model" by continuing to profit from cigarettes while aggressively pushing flavored e-cigarettes and nicotine pouches aimed at younger populations. "Even as tobacco continues to kill millions of people, major tobacco companies are hooking the next generation," he said.

The WHO’s concerns are backed by data showing that about 160 countries still lack specific regulations for nicotine pouches, despite their rapidly growing sales. Bright packaging, flavored products, and influencer campaigns are central to the industry’s strategy, which prioritizes addiction over harm reduction.

Governments are urged to take immediate action to protect young people. Key measures include banning flavored nicotine products, prohibiting advertising and sponsorship, enforcing smoke- and vape-free public spaces, and strengthening enforcement of existing tobacco control laws. The WHO points to Rio de Janeiro, Brazil, as a model of local action, where authorities have intensified enforcement against e-cigarette sales and advertising, conducted public awareness campaigns, and expanded smoke-free legislation to include all nicotine products.

On May 19, 2026, the WHO recognized global leaders in tobacco control with the 2026 World No Tobacco Day Awards, highlighting their efforts to combat industry tactics targeting youth. The awards underscore the critical role of government action in reversing the trend of nicotine addiction among young people.

Tobacco use remains one of the leading causes of preventable death globally, responsible for more than 7 million deaths annually. It is linked to cardiovascular disease, respiratory illnesses, and over 20 types of cancer. The WHO encourages the world’s 1 billion tobacco, e-cigarette, and nicotine pouch users to take the first step toward quitting on May 31, 2026, and break free from addiction.

For those seeking to quit, the WHO provides resources and support through its World No Tobacco Day Quitting Toolkit.