On the occasion of World No Tobacco Day (May 31, 2026), the World Health Organization (WHO) is sounding the alarm. The UN agency is urging governments to strengthen their legislation to protect minors from the aggressive tactics of the tobacco industry, which it accuses of seeking to create a new generation of addicts.

Addiction marketing: targeting the youngest

To renew its customer base and ensure its profits, the tobacco industry has modernized its methods. The WHO denounces advertising strategies specifically designed to appeal to teenagers:

1. Attractive design: Colorful and playful packaging.
2. Confectionery flavorings: Sweet tastes that mask the dangerousness of the products.
3. Digital omnipresence: Massive campaigns on social media.

“Even as tobacco continues to kill millions of people, major manufacturers are reinventing their business model,” laments Dr. Etienne Krug, director at the WHO. He points the finger at flavored e-cigarettes and nicotine pouches, designed to create new addictions among young people.

Key figures of a health crisis

The scale of the phenomenon among minors is alarming on a global scale:

Consumer category	Target population (13-15 years old)
Traditional tobacco consumers	+ 40 million
Electronic cigarette users	Nearly 15 million

Furthermore, the WHO is concerned about the legal vacuum surrounding nicotine sachets , which face no specific regulations in approximately 160 countries.

Dangers to the adolescent brain

This early exposure is a public health emergency. Highly addictive, nicotine disrupts brain development in children and young adults. In the long term, early use paves the way for serious chronic illnesses.

WHO recommendations for responding

Faced with this threat, the organization advocates radical and comprehensive measures:

1. Simply ban flavored products.
2. Tighten restrictions on online advertising and promotion.
3. Expand non-smoking and non-vaping areas in public spaces.
4. Strictly apply the laws already in force.

The example of Rio de Janeiro

The WHO praises the initiative in Rio de Janeiro, Brazil, as a model of local success. The municipality combined a strict crackdown on the illegal sale of e-cigarettes with large-scale awareness campaigns.

A global mortality issue

Smoking remains one of the leading causes of preventable death, tragically claiming more than 7 million lives each year . Beyond public policy, the WHO is using this day to encourage the billion smokers and vapers worldwide to begin the process of quitting to safeguard their future.