Dr Tedros Adhanom Ghebreyesus, WHO Director-General
Despite two decades of global decline in tobacco use, the World Health Organisation (WHO) has raised the alarm over a fresh wave of nicotine addiction—this time driven by e-cigarettes and other emerging tobacco products targeting the youth.
A new WHO global report reveals that while the number of tobacco users has dropped from 1.38 billion in 2000 to 1.2 billion in 2024, a significant 27% reduction—one in every five adults worldwide remains addicted. Even more worrying, over 100 million people are now using e-cigarettes, including 15 million adolescents aged 13–15, who are, on average, nine times more likely to vape than adults.
“E-cigarettes are fuelling a new wave of nicotine addiction,” said Dr Etienne Krug, WHO Director of Health Determinants, Promotion and Prevention. “They are marketed as harm reduction but, in reality, are hooking kids on nicotine earlier and risk undermining decades of progress.”
WHO Director-General Dr Tedros Adhanom Ghebreyesus described the situation as a “fightback” by the tobacco industry, which is deploying sleek marketing tactics and new nicotine products—from e-cigarettes to heated tobacco and nicotine pouches—to recruit the next generation of users.
“Millions are quitting thanks to tobacco control efforts,” he said. “But the tobacco industry is fighting back with new products aggressively targeting young people. Governments must act faster and stronger in implementing proven tobacco control policies.”
The report shows that women are leading the global quit revolution. Between 2010 and 2024, the number of female tobacco users fell sharply from 277 million to 206 million, reducing global prevalence among women from 11% to 6.6%. Women met the global 30% reduction target for 2025 five years early, in 2020.
Men, however, lag behind. With nearly one billion still using tobacco, men account for over 80% of global users. Their prevalence dropped from 41.4% in 2010 to 32.5% in 2024, but at a pace too slow to meet global targets before 2031.
WHO’s analysis paints a mixed global picture:
South-East Asia: The biggest progress, with male tobacco use nearly halved, from 70% in 2000 to 37% in 2024, accounting for over half of the global decline.
Africa: Lowest prevalence globally at 9.5%, yet population growth means the absolute number of users continues to rise.
Americas: Achieved a 36% relative reduction, with prevalence down to 14%.
Europe: Now the highest-prevalence region globally at 24.1%, with European women having the world’s highest female tobacco use (17.4%).
Eastern Mediterranean: Prevalence remains at 18%, with usage rising in some countries.
Western Pacific: Slowest progress—22.9% of adults still use tobacco, with men recording the world’s highest regional prevalence at 43.3%.
WHO is calling for urgent action from governments to step up the fight against tobacco and nicotine products. The organisation recommends countries adopt and enforce the MPOWER package—a set of proven tobacco control measures under the WHO Framework Convention on Tobacco Control (FCTC).
Key actions include raising tobacco taxes, banning advertising and sponsorships, closing regulatory loopholes for emerging products like e-cigarettes, and expanding cessation services to help millions quit.
“Nearly 20% of adults still use tobacco and nicotine products. We cannot let up now,” warned Dr Jeremy Farrar, WHO Assistant Director-General for Health Promotion and Disease Prevention. “The world has made gains, but stronger, faster action is the only way to beat the tobacco epidemic.”
The WHO’s warning underscores a troubling paradox—while traditional tobacco smoking is declining, the nicotine industry is reinventing addiction through modern technology and youth-focused marketing.
Without stronger regulations and renewed political will, experts warn, a new generation could be trapped in the cycle of nicotine dependence just as the world was beginning to win the fight against it.