Despite significant progress in reducing global tobacco use, the World Health Organization (WHO) has sounded the alarm over a sharp increase in e-cigarette consumption— particularly among young people.

In a newly released report, the WHO estimates that more than 100 million people globally now use e-cigarettes. Of that total, approximately 86 million are adults, predominantly from high-income countries. Even more concerning, the report reveals that around 15 million adolescents aged 13 to 15 are already using e-cigarettes — a trend the organization describes as “deeply troubling.”

The WHO warns that the tobacco industry is evolving, shifting from traditional cigarettes to new nicotine delivery products such as e-cigarettes, heated tobacco products, and nicotine pouches. These alternatives are aggressively marketed, especially to youth, often under the guise of being safer options.

“The tobacco industry is fighting back with new nicotine products and aggressive marketing strategies aimed at young people,” said WHO Director-General Dr. Tedros Adhanom Ghebreyesus.

He stressed that these products not only harm current users but also pose a long-term threat to public health, particularly for future generations.

Dr. Tedros urged governments to act swiftly and decisively by enforcing proven tobacco control policies. He called for stricter regulations, public awareness campaigns, and efforts to limit the marketing of nicotine products to children and teenagers.

The WHO report emphasizes that nicotine addiction— regardless of the delivery system— remains a major global health challenge. It calls on policymakers to not be misled by industry tactics that attempt to rebrand nicotine as less harmful.

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