A new report from the World Health Organization (WHO) has uncovered alarming trends in tobacco and vaping consumption across Europe, highlighting a deliberate industry strategy targeting young people. The findings show that teenage girls in Europe now have the highest rate of tobacco use in their age group globally, while vaping rates among adolescents are surging.
European Adolescents at the Forefront of Tobacco and Vaping Use
The data, based on WHO analysis, indicates that Europe is on track to remain the world's largest consumer of tobacco until 2030. This trend is particularly concerning due to high usage among women and young people. Specifically, four in ten adult female smokers worldwide—approximately 62 million women—reside in Europe. Additionally, 4 million teenagers aged 13 to 15 across the continent are using tobacco products.
Vaping Prevalence Among European Youth
For vapes and e-cigarettes, Europe leads in teenage regular users, with 14.3% of children aged 13 to 15 engaging in use. Among adults, Europe has the second-highest prevalence of e-cigarette consumption, trailing only Asia. Tobacco use is responsible for an estimated 1.1 million deaths annually in Europe, underscoring the urgent need for action.
WHO Officials Call for Accelerated Policy Measures
Dr. Hans Kluge, WHO's regional director for Europe, warned that without accelerated action, Europe will continue to be the worst-performing region by 2030. He attributed the high e-cigarette rates among children to industry tactics, such as flavoured products and sophisticated social media marketing. European girls aged 13 to 15 now have the highest tobacco use rates among their age group anywhere in the world, a situation Kluge described as not accidental but a result of targeted strategies.
Kluge emphasized the responsibility to change course: We have a responsibility to change course now: to shield young people from nicotine addiction, prevent industry interference in health policy, and enforce the regulations that will prevent a lifetime of avoidable harm. He pointed to countries like Belgium, Denmark, and the Netherlands as examples of effective regulation through banning flavours and restricting advertising.
Regulatory Gaps and Progress in Europe
The analysis revealed significant regulatory shortcomings. Only one-third of European countries have smoke-free laws covering all public spaces, and just a quarter enforce bans on tobacco advertising. Despite this, the UK is making strides, on track to achieve a 30% relative reduction in tobacco use prevalence among people aged 15 and older. With a 13% rate, the UK has the third lowest tobacco use in Europe, after Turkmenistan and Iceland.
Kristina Mauer-Stender, a regional adviser for tobacco control at WHO Europe, stressed the need for policies to evolve with the nicotine landscape: Decades of progress is at risk unless policies keep pace with a rapidly evolving nicotine landscape. Applying the same strong tobacco control tools to new and emerging products is essential if we want to protect young people and sustain public health gains.
Implications for Public Health and Future Generations
The WHO report calls for immediate action to protect adolescents from nicotine addiction and industry influence. Key recommendations include:
- Implementing stricter regulations on flavoured products and advertising.
- Expanding smoke-free laws to all public areas.
- Enhancing enforcement of existing tobacco control measures.
Without such measures, Europe risks perpetuating high rates of tobacco-related harm among its youth, jeopardizing public health advancements made over recent decades.
