WHO has urged governments worldwide to strengthen measures aimed at protecting children and adolescents from tobacco and nicotine addiction, warning that the industry continues to target younger populations through appealing products, marketing strategies, and digital platforms.

The global health agency highlighted growing concerns over the rising use of cigarettes, e cigarettes, vapes, nicotine pouches, and other nicotine containing products among young people. According to WHO, the tobacco and nicotine industry increasingly uses flavored products, attractive packaging, influencer marketing, and social media campaigns that can make harmful products appear less risky and more appealing to youth.

WHO estimates that tobacco use kills more than 8 million people every year, including approximately 1.3 million non-smokers exposed to second-hand smoke. While global smoking rates have declined in many regions, health experts warn that newer nicotine products are creating fresh challenges for public health regulators.

The organization has called on governments to implement stronger regulations, including restrictions on marketing and advertising, bans on flavors that attract children, stricter age verification systems, higher taxation, and improved public awareness campaigns. WHO also emphasized the importance of preventing youth exposure to nicotine products in both physical and digital environments.

Public health experts note that nicotine addiction can affect brain development in adolescents, potentially impacting attention, learning, mood regulation, and impulse control. Research suggests that the adolescent brain remains under development until the mid-20s, making young people particularly vulnerable to nicotine dependence.

According to global estimates, millions of adolescents continue to use tobacco and nicotine products despite decades of tobacco control efforts. Health authorities warn that early nicotine use increases the likelihood of long term addiction and raises the risk of future cardiovascular, respiratory, and other chronic diseases.

WHO has reiterated that protecting young people from nicotine addiction is essential to achieving long term public health goals and reducing the global burden of tobacco related diseases. Experts say coordinated action by governments, healthcare organizations, schools, and communities will be critical to preventing a new generation from becoming dependent on nicotine products.

The agency’s latest call comes amid growing international efforts to strengthen tobacco control policies and safeguard youth health in an evolving nicotine marketplace.