The World Health Organisation (WHO) has called on governments worldwide to strengthen measures to protect young people from tobacco and nicotine addiction, warning of rising use of e-cigarettes and emerging nicotine products.

The call was made in a statement on Friday ahead of World No Tobacco Day, themed “Unmasking the appeal: countering nicotine and tobacco addiction”, observed annually on May 31.

The WHO warned that a new generation risked becoming dependent on products marketed as safer alternatives, including e-cigarettes, heated tobacco products and nicotine pouches, which were increasingly promoted to young users.

According to the organisation, adolescence is a critical stage of brain development, and nicotine exposure can impair attention, learning, mood regulation, and increase the risk of future substance addiction.

It emphasised that protecting young people from nicotine addiction was not only a public health issue but also a long-term social and economic priority for governments globally.

WHO said that tobacco companies were expanding beyond traditional cigarettes, using flavoured e-liquids, vape devices and nicotine pouches promoted through social media and retail platforms accessible to minors.

The organisation said such marketing tactics undermined decades of progress in tobacco control, especially through youth-focused branding and appealing product flavours.

One of the WHO’s key recommendations was a comprehensive ban on flavours in all tobacco and nicotine products to reduce their attractiveness to first-time users.

It also urged governments to enforce strict age verification systems, ban sales to minors, and restrict both physical and online distribution channels.

The WHO further called for stronger advertising regulations, including bans on influencer marketing, sponsorships and branded merchandise linked to nicotine products.

The organisation also recommended higher taxation on all nicotine-containing products, noting that increased prices significantly reduced youth consumption.

It added that revenue generated from such taxes could be used to fund prevention and cessation programmes.

The WHO also advocated plain packaging and large graphic health warnings to remove branding appeal and clearly communicate health risks.

It warned that so-called harm reduction messaging should not weaken efforts to prevent nicotine use among adolescents and non-smokers.

The organisation emphasised that governments, regulators and civil society must work together to close policy gaps and strengthen enforcement mechanisms.

It also encouraged countries to improve surveillance systems to track youth usage trends and emerging nicotine products in real time.

The WHO further called for stronger global cooperation to address cross-border sales and regulatory loopholes that allowed easy access to restricted products.

It added that preventing nicotine addiction among young people was a critical investment in future health, education outcomes and economic stability worldwide.

(NAN)