Europe is the global leader in tobacco use and vaping may be to blame, WHO warns

Euronews · Feb 26, 2026 · Collected from RSS

Full Article

The World Health Organization’s European region, spanning 53 countries in Europe and Central Asia, is projected to remain the world’s largest tobacco consumer by 2030, according to a new report. While overall tobacco use is declining, e-cigarettes and flavoured nicotine products are capturing a new generation. “Tobacco use already causes over 1.1 million deaths from noncommunicable diseases in the European Region each year – and without accelerated action, we will stay the worst-performing region in the world by 2030,” said Hans Kluge, WHO Regional Director for Europe. Around 173 million people in the WHO European Region were tobacco users in 2024. “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 added. Young people are most at risk Approximately four million adolescents aged 13 to 15 across the region use tobacco products. However, the WHO identifies countering the rising use of e-cigarettes as the most urgent issue: use stands at 14.3 percent among 13-15 year olds, with rates nearly equal between boys and girls. Among adults, the region has the world’s second-highest e-cigarette prevalence, just behind the Americas, with an estimated 31.4 million users. Young girls show the highest rates The European Region is the only one worldwide not expected to meet the 30 percent reduction target for tobacco use among women by 2025. Available data projects just a 12 percent drop since 2010. Over 40 percent of the world’s adult female smokers – around 62 million women – live in the European Region, with a prevalence of 17.2 percent, almost double the next highest of 9.1 percent in the Americas. The trend mirrors e-cigarettes: in nearly half of the countries with available data, the WHO noted, the prevalence of e-cigarette use was higher among girls than boys “That is not an accident, it’s the result of deliberate industry strategy targeting young people with flavoured products and sophisticated social media marketing”, said Kluge. He added that countries like Belgium, Denmark, and the Netherlands are proving it is possible to push back by regulating novel products, banning flavours and restricting advertising. “Every country in this region should be doing the same to protect future generations,” Kluge said. What are European countries doing? The WHO noted that only 18 out of the 53 countries in the region have smoke-free laws covering all public spaces. Some countries, such as France, Finland, Italy, and Sweden, impose limited bans in areas such as beaches, schools, and parks. In the European Union, negotiations continue in the revision of the Tobacco Taxation Directive. However, the European Commission’s original proposal to raise rates – including on e-cigarettes and pouches – by 2028 faces opposition by member states and potential delays.