Europe's Youth Caught in Nicotine's Grip: WHO Report Sounds Alarm on Persistent Tobacco and E-cigarette Use

Copenhagen, Denmark – A recent report from the World Health Organization (WHO) paints a concerning picture of tobacco and nicotine product consumption across the European Region, revealing that young people, particularly adolescents, remain significantly susceptible to these substances. Despite global declines in tobacco use, the European Region continues to grapple with the highest prevalence of tobacco consumption worldwide, a trend exacerbated by a dramatic surge in e-cigarette use among its youth. This persistent attraction to nicotine products among a new generation poses substantial public health challenges and threatens to undermine decades of progress in tobacco control.

Alarming Statistics Underscore Regional Crisis

The WHO's findings indicate that the European Region stands out globally for its high rates of tobacco use. The region is projected to retain its status as having the world's highest tobacco use prevalence by 2030, with alarming trends particularly noted among women and young individuals. Currently, over 100 million people worldwide use e-cigarettes, with the European Region reporting the highest rates. Among adolescents aged 13–15, the situation is even more dire: 14.3% report using e-cigarettes, marking the highest rate globally for this age group. This means adolescents are, on average, three times more likely to use e-cigarettes than adults in the region. Overall, approximately 4 million adolescents aged 13–15 across the European Region use some form of tobacco product, representing 10.8% of this demographic.

The E-cigarette Epidemic Among Adolescents

The rise of e-cigarettes has emerged as a critical factor in the enduring appeal of nicotine products to young Europeans. The WHO report highlights that adolescents in the European Region exhibit the highest average e-cigarette use prevalence globally, with rates nearly equal between boys and girls. For boys, e-cigarette consumption is 2.7 times higher than among men, while for girls, this rate is a striking 3.6 times higher than among women. In some countries, such as San Marino and Italy, the prevalence rates of e-cigarette use among students are equal to or even surpass those of traditional cigarettes. For instance, in San Marino in 2022, 16.1% of students used e-cigarettes compared to 10.8% smoking cigarettes, and in Italy the same year, 19.3% used e-cigarettes against 14.9% smoking cigarettes. This rapid adoption of e-cigarettes is seen as fueling a new wave of nicotine addiction, with products often marketed as harm reduction tools but, in reality, hooking children on nicotine at an earlier age.

Persistent Traditional Tobacco Use and Gender Disparities

While global tobacco use has seen a decline from 1.38 billion users in 2000 to 1.20 billion in 2024, the European Region's progress is significantly slower and uneven. In 2000, over one-third of adults in the region used tobacco (34.9%); by 2024, this figure had dropped to 24.1%, representing 173 million people. However, this reduction falls short of the global target of a 30% reduction by 2025 under Sustainable Development Goal 3. Notably, the decline in tobacco use among women in the European Region is considerably slower than that observed globally. Prevalence among women decreased from 22.3% in 2000 to 17.4% in 2024 and is projected to remain above 16% by 2030. The region now accounts for over 40% of the world's female smokers. Furthermore, European girls aged 13–15 now have the highest tobacco use prevalence among girls globally. The rates of tobacco use between boys (11.5%) and girls (10.1%) in the region are similar, a stark contrast to other WHO regions where rates among girls are significantly lower than among boys.

Contributing Factors and Challenges to Control

Several factors contribute to the continued allure of tobacco and nicotine products for young Europeans. Industry marketing tactics play a significant role, utilizing flavors and attractive package designs to make products appealing to youth. These strategies often exploit legislative loopholes to promote products on social media, hooking a new generation on nicotine. The accessibility of cigarettes to students also remains a widespread problem across nearly all surveyed countries. Enforcement of smoke-free laws in educational facilities, though present, proves challenging, with a high proportion of students observing people smoking on school premises. Exposure to tobacco advertisements, including on television and in movies, further compounds the issue, with over half of students noticing such promotions in surveyed countries. Additionally, while many young people attempt to quit smoking, the proportion receiving professional support remains low.

Urgent Call for Comprehensive Action

The findings of the WHO report serve as a critical call to action for European nations. Tobacco use already accounts for over 1.1 million noncommunicable disease (NCD) deaths in the European Region each year. Without accelerated action, the region is set to remain the worst-performing globally in tobacco control. Experts emphasize the urgent need for bold, comprehensive, and multi-sectoral measures aligned with the WHO Framework Convention on Tobacco Control. These measures must prioritize shielding young people from nicotine addiction, counteracting industry interference in health policy, and rigorously enforcing existing regulations to prevent a lifetime of avoidable harm. The future health of a generation hinges on decisive and immediate interventions to curb this pervasive public health crisis.