Young Europeans still drawn to tobacco — WHO report
Deutsche Welle
February 26, 2026
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The World Health Organization (WHO) has issued a stark warning that Europe is on track to have the highest tobacco use rates globally by 2030, driven by rising consumption among young people and women. This trend is alarming as Europe already accounts for the largest number of tobacco users worldwide, with usage per capita also leading globally. The WHO’s European Region, which includes countries from Europe, Russia, and Central Asia, is at risk of missing its decade-end targets to reduce tobacco use, despite efforts by some nations to regulate new products and advertising.
The report highlights that tobacco use in the region extends beyond traditional cigarettes and cigars, with nicotine extracted from tobacco plants being widely used in e-cigarettes and smokeless products like chewing tobacco and nicotine pouches. These innovations have allowed the tobacco industry to target young people more effectively, particularly through flavored products and sophisticated social media campaigns. According to WHO data, over four million adolescents aged 13-15 in Europe use tobacco, with one in seven using e-cigarettes—a rate higher than any other region.
Girls in the European Region are disproportionately affected, with tobacco use rates exceeding those of their peers in other WHO regions. This trend is concerning as it suggests a deliberate industry strategy to attract young people. While some countries like Belgium, Denmark, and the Netherlands have successfully implemented regulations to combat this issue—such as banning flavored products and restricting advertising—many others face challenges due to uneven enforcement and weaker policies. For instance, only a third of European nations have fully implemented smoke-free public space laws, and tobacco prices remain cheaper in two-thirds of the region compared to a decade ago.
The WHO warns that Europe’s failure to address these issues could lead to significant public health consequences. Currently, around 1.1 million people in the region die annually from tobacco-related diseases. The organization emphasizes the need for stronger regulations and uniform policies across the continent to curb tobacco use. While Southeast Asia previously led global tobacco consumption but managed to reduce rates through effective measures like health warning labels and school education programs, Europe’s fragmented approach
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Originally published on Deutsche Welle on 2/26/2026