Aggressive marketing of e-cigarettes and nicotine pouches is fueling a new wave of addiction among young people, the World Health Organization (WHO) has warned.
The global health agency said the rapid rise in the use of nicotine products has been driven by flashy packaging, sweet flavours, social media influencers, and misleading “harm reduction” claims.
Speaking during a press briefing on Wednesday, WHO Director-General Dr Tedros Adhanom Ghebreyesus dismissed the portrayal of e-cigarettes and nicotine pouches as safer alternatives, describing it as a profit-driven tactic to keep youth hooked on nicotine.
“Let’s be clear: the companies that make these products are not motivated by harm reduction or health. They are motivated by one thing only—profit,” Tedros said.
To strengthen global tobacco control, the WHO announced it is publishing a new position paper on tobacco and harm reduction.
Tedros noted that there is no evidence of any public health benefit from e-cigarettes, but growing evidence of their harm.
He urged countries to regulate nicotine pouches, e-cigarettes, heated tobacco, and smokeless tobacco products as strictly as conventional cigarettes.
“Several countries have prohibited these products. Those that have not should adopt strong controls on flavours, packaging, marketing, and sales, enforce age restrictions, and guard against industry interference,” he said.
Tedros further urged governments to expand access to proven cessation tools, including counselling and approved nicotine-replacement therapies.
The WHO also highlighted tobacco use as one of the top five drivers of tuberculosis (TB), noting that smokers are twice as likely to develop TB.
Reflecting on progress, Tedros said the WHO Framework Convention on Tobacco Control (FCTC), established 20 years ago, has helped cut global tobacco use by one-third, despite industry efforts to undermine it.
He warned that tobacco companies are now promoting new products to attract younger consumers and announced that the upcoming FCTC Conference of the Parties will focus on preventing industry interference.
“Together, we can stop another generation from being trapped in addiction and protect the gains we’ve made in tobacco control. To fight TB, we must fight tobacco,” Tedros concluded.
This, as the Ministry of Health in Kenya has raised concern over the spread of tobacco and nicotine products across the country, warning of increasing use among youth in both rural and urban areas.
Public Health and Professional Standards PS Mary Muthoni said enforcement of existing tobacco laws had weakened, allowing products such as shisha and electronic cigarettes to become common even in rural settings.
“There is a serious need for collaboration between government, clergy, and community leaders to respond to changing habits of tobacco use,” Muthoni said during an engagement with religious leaders in Kirinyaga on September 21, 2025.
She said the ministry would push for zero tolerance of tobacco and nicotine products in schools and homes, noting children were increasingly exposed to secondary smoking.
The PS hinted at a nationwide crackdown, targeting products that have penetrated local markets despite existing restrictions.
