The World Health Organization (WHO) has called for an immediate global ban on flavoured tobacco and nicotine products, including e-cigarettes, to curb rising youth addiction and safeguard public health.

In a statement released on December 14, 2023, the WHO highlighted the alarming increase in e-cigarette use among adolescents aged 13–15, surpassing adult usage rates in all WHO regions. The organization attributes this surge to aggressive marketing tactics and the widespread availability of over 16,000 flavoured e-cigarette products that appeal to young people. These products often feature enticing flavours like cotton candy and bubblegum, and are marketed using cartoon characters and sleek designs that resemble toys.

Dr. Tedros Adhanom Ghebreyesus, WHO Director-General, emphasized the urgency of the situation, stating, “Kids are being recruited and trapped at an early age to use e-cigarettes and may get hooked to nicotine.” He urged governments to implement strict measures to protect children and young people from nicotine addiction.

The WHO’s recommendations include:

• Banning all flavoured tobacco and nicotine products.
• Applying comprehensive tobacco control measures to e-cigarettes, such as high taxes and bans on use in public places.
• Prohibiting marketing, advertising, and promotion of these products, especially those targeting young people.
• Implementing 100% smoke-free indoor public spaces.

These measures aim to reduce the appeal and accessibility of nicotine products among youth and to prevent the initiation of tobacco use.

Despite the WHO’s recommendations, the tobacco and nicotine industry continues to introduce new products and marketing strategies to attract young consumers. The WHO warns that these tactics undermine decades of progress in tobacco control and pose a significant threat to public health.

The WHO urges all countries to adopt these recommendations and take immediate action to protect their populations, particularly children and adolescents, from the harmful effects of flavoured tobacco and nicotine products.