The World Health Organization (WHO) has urged governments worldwide to strengthen measures to protect children and young people from addiction to tobacco and nicotine products.
WHO has warned that the industry is increasingly targeting adolescents with new products and marketing tactics.
Ahead of World No Tobacco Day to be observed on 31 May, WHO said at least 40 million children aged between 13 and 15 years globally use tobacco products, while the use of e-cigarettes and nicotine pouches among young people continues to rise.
WHO accused tobacco and nicotine companies of deliberately designing products to make them more attractive, easier to use, and harder to quit, particularly for adolescents.
“Even as tobacco continues to kill millions of people, major tobacco companies are reinventing their business model, continuing to profit from deadly cigarettes while aggressively pushing flavored e-cigarettes, nicotine pouches, and other nicotine products aimed at hooking the next generation,” said Dr. Etienne Krug, Director of the Department of Health Determinants, Promotion, and Prevention at WHO.
Dr. Krug added that nicotine is highly addictive and harmful, especially for children, adolescents, and young adults whose brains are still developing.
The organization called on governments to ban flavored nicotine products, prohibit advertising and sponsorship, enforce smoke- and vape-free public spaces, and strengthen enforcement measures.
WHO has also raised concern over the rapid growth of nicotine pouches, saying the products are heavily marketed on social media through influencers, colorful packaging, and candy-like flavors designed to appeal to young people.
According to the WHO, about 160 countries still lack specific regulations governing nicotine pouches despite increasing global sales.
The agency noted that the same tactics previously used to market tobacco and vaping products are now being used to promote nicotine pouches, with the aim of creating addiction among young users.
WHO highlighted the city of Rio de Janeiro in Brazil as an example of effective local action against nicotine products. The city has intensified enforcement against the sale and advertising of e-cigarettes, conducted inspections to ensure compliance with smoke-free laws, and launched public awareness campaigns.
Currently, the Kenya Tobacco Control Alliance (KETCA) and affiliated groups are leading major campaigns to protect youth from new nicotine products and advocating for higher tobacco taxes to reduce consumption and funding.
KETCA Chairperson, Joel Gitali, warned lawmakers against the industry’s “harm reduction” narrative, urging the National Assembly to firmly regulate e-cigarettes and nicotine pouches.
He noted that these products deliberately target Kenyan youth with flavors and deceive the public into thinking nicotine is harmless.
According to the Ministry of Health, Kenya loses up to USD 756 million every year to tobacco-related illness and lost productivity, a heavy cost on its health system, economy, and workforce.
Kenya is also one of the first countries to ratify the legally binding WHO Framework Convention on Tobacco Control (FCTC) and subsequently adopted the Kenya Tobacco Control
Act 2007.
By Wangari Ndirangu
