Worldwide, at least 40 million children aged 13–15 use tobacco products, and young people’s use of e-cigarettes and nicotine pouches continues to rise. In advance of World No Tobacco Day – 31 May – the World Health Organization (WHO) urges governments around the world to protect a new generation from becoming addicted to tobacco and nicotine products.

WHO warns that tobacco and nicotine companies are deliberately engineering their products to make them more appealing, easier to use and harder to quit, particularly for adolescents and young people.

“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,” said Dr Etienne Krug, Director of the Department of Health Determinants, Promotion and Prevention at WHO.