The World Health Organization (WHO) and STOP, a global tobacco industry watchdog, are launching today “Hooking the next generation,” a report highlighting how the tobacco and nicotine industry designs products, implements marketing campaigns and works to shape policy environments to help them addict the world’s youth.

This comes just ahead of World No Tobacco Day marked on 31 May, where WHO is amplifying the voices of young people who are calling on governments to protect them from being targets of the tobacco and nicotine industry.

The report shows that globally an estimated 37 million children aged 13–15 years use tobacco, and in many countries, the rate of e-cigarette use among adolescents exceeds that of adults. In the WHO European Region, 20% of 15-year-olds surveyed reported using e-cigarettes in the past 30 days.

Despite significant progress in reducing tobacco use, the emergence of e-cigarettes and other new tobacco and nicotine products present a grave threat to youth and tobacco control. Studies demonstrate that e-cigarette use increases conventional cigarette use, particularly among non-smoking youth, by nearly three times.

"History is repeating, as the tobacco industry tries to sell the same nicotine to our children in different packaging,” said Dr Tedros Adhanom Ghebreyesus, WHO Director-General. “These industries are actively targeting schools, children and young people with new products that are essentially a candy-flavoured trap. How can they talk about harm reduction when they are marketing these dangerous, highly-addictive products to children?”