WHO warns tobacco industry targeting children with addictive products

The tobacco industry is deliberately engineering products and marketing strategies to attract and addict children and adolescents, the World Health Organization (WHO) has warned, as it marks World No Tobacco Day 2026.

The WHO’s Eastern Mediterranean office says flavours, branding and digital advertising are being used to normalise nicotine use among young people while masking its health risks. Officials say these tactics are creating a new generation of addiction at a time when enforcement of tobacco control laws remains inconsistent.

On World No Tobacco Day, the WHO called for urgent global action under the theme “Unmasking the appeal”, urging governments to confront what it describes as a coordinated effort to hook young users.

“This is not accidental. It is the result of deliberate strategies – flavours that mask harshness, packaging that attracts and digital marketing that normalises use,” said Dr Hanan Balkhy, WHO Regional Director for the Eastern Mediterranean.

She added that weak regulation and gaps in enforcement, combined with ongoing industry interference, were allowing harmful practices to continue. “These tactics are driving a growing and evolving epidemic,” she said.

The region, according to the WHO, carries one of the highest burdens of youth tobacco use globally, with an estimated 5.5 million children aged 13 to 15 already using tobacco products.

“As a paediatrician and a mother, I find this deeply concerning,” Dr Balkhy said. “These products are designed to create addiction early, targeting young people at a stage of life when their bodies and brains are still developing.”

The WHO also highlighted the rapid rise of newer nicotine products, including e-cigarettes, among adolescents. It said young people are, on average, nine times more likely to use e-cigarettes than adults, with usage rates among adolescents reaching as high as 30% in some countries in the region.

Exposure to tobacco advertising remains widespread. In some areas, more than half of young people report seeing tobacco promotion, while surveys in certain countries suggest exposure levels could be as high as 80% to 90%. Much of this activity now takes place online, where content spreads quickly and regulation is harder to enforce.

“In a region where a large share of the population is under 30, the stakes could not be higher,” Dr Balkhy warned. “Without decisive action, we risk locking a new generation into lifelong addiction.”

The WHO said many countries already have legal frameworks in place to address the issue, but implementation and enforcement remain weak. It warned that without stronger action, decades of progress in tobacco control could be reversed, placing further strain on already burdened health systems.

The organisation is urging governments to fully enforce bans on tobacco advertising, strengthen health warnings across all products, raise taxes to reduce affordability, and regulate emerging nicotine products, including e-cigarettes and heated tobacco devices.

It also called for tougher action against digital marketing and stronger cooperation with schools, parents and community leaders to help counter industry influence.

The campaign, under the theme “Unmasking the appeal – countering nicotine and tobacco addiction”, aims to highlight how the industry continues to adapt its strategies to expand its reach among young people.

The WHO says only sustained political commitment and stronger enforcement can break the cycle of addiction and prevent long-term health consequences for future generations.