![Preventing Youth Tobacco Use: World No Tobacco Day](/sites/g/files/omnuum10866/files/styles/hwp_21_9__1920x825/public/2025-09/AS_1217451775.jpg?itok=gY8WNFbG) # Preventing Youth Tobacco Use: World No Tobacco Day May 30, 2025 The World Health Organization (WHO) estimates that worldwide, approximately 37 million children aged 13-15 years consume tobacco products like cigarettes, cigars, heated tobacco, and smokeless tobacco—that’s nearly one in every 10 people of this age group. Among young people aged 15-24, it’s estimated more than one in every eight use tobacco. Preventing young people from starting tobacco use is a key global health goal because tobacco kills more than 8 million people every year—more than HIV, TB, and malaria combined. Tobacco products are not only highly addictive, but they are also associated with a variety of noncommunicable diseases such as cancer, oral disease, lung disease, and heart disease. People who start using tobacco or nicotine delivery products at a young age not only have a harder time quitting, but they are also at higher risk of developing severe disease and dying prematurely from tobacco-related causes. This [World No Tobacco Day](https://www.who.int/campaigns/world-no-tobacco-day/2025), which falls annually on May 31, the WHO is rallying around the theme “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products” to raise awareness for the harmful effects of tobacco and nicotine products and the ways industry targets youth. The tobacco industry is invested in recruiting young people because it must replace the millions of customers who die from using tobacco each year. As such, the industry purposefully designs and markets products in ways that appeal to youth. For example, many nicotine and tobacco products are flavored like fruits and candy, and they may come in colorful packaging or be seen on social media being promoted by influencers. Tobacco use has decreased globally over the past two decades, in large part due to tobacco control initiatives following the [WHO Framework Convention on Tobacco Control (FCTC)](https://wkc.who.int/resources/publications/i/item/9241591013), where member states committed to reducing the harms of—and deaths due to—tobacco use. Regulations that aim to reduce the appeal of tobacco products, such as plain packaging laws and bans on flavors, advertising, and sponsorship, remain important facets of tobacco control measures. Yet, despite ongoing efforts, tobacco companies continue to find ways to penetrate the youth market, circumventing health policies that restrict sales and lobbying lawmakers to avoid taxation. As a result, tobacco use among youth continues to be a widespread issue, and [prevalence is even growing in some countries](https://www.thelancet.com/journals/lanpub/article/PIIS2468-2667(21)00102-X/fulltext). Cigarette smoking is the most common form of tobacco use among both young people and older adults, but youth are increasingly using heated tobacco products or other nicotine delivery products such as e-cigarettes, vaporizers (vapes), or nicotine pouches that may not be regulated as strictly as tobacco is. In many countries, the rate of e-cigarette use among youths is greater than the rate of use among adults. This issue reflects one of the major challenges of tobacco control—the pace at which regulation is made can’t keep up with how rapidly companies are coming up with new products and ways to hook young people. For example, in the U.S., the Food and Drug Administration (FDA) did not have the authority to regulate electronic nicotine delivery systems—which includes e-cigarettes and vapes—until 2016. FDA regulation of non-tobacco nicotine (synthetic nicotine) only began in 2022. Tobacco companies are also increasingly targeting markets in low- and middle-income countries, where differences in economic status, public health investment, and regulatory landscapes mean more exposure to tobacco-related marketing tactics and fewer resources to develop and properly implement smoking and nicotine cessation programs. The WHO reports that around 80 percent of the world’s tobacco users live in low- and middle-income countries. According to the [Lancet Commission on Investing in Health](https://www.thelancet.com/journals/lancet/article/PIIS0140-6736(24)01439-9/fulltext), a high level of tobacco taxation is one of the most effective, yet underused strategies of reducing tobacco use and initiation—making it the most important policy for reducing premature death worldwide. Additional research has shown that increasing tobacco prices reduces tobacco use, [especially among kids](https://assets.tobaccofreekids.org/factsheets/0146.pdf), as they are more sensitive to price fluctuations. In addition to focusing on prevention and reducing use, countries must also do more to help young people who are already experiencing nicotine addiction to quit using. For example, adults can use nicotine replacement therapies such as nicotine gums, lozenges, and patches, alone or in combination with smoking cessation medication and counseling, to help ease through withdrawal symptoms while they change their behaviors. In contrast, adolescents under the age of 18 may be restricted from buying smoking cessation products or need parental permission to access medication or counseling. This World No Tobacco Day, the WHO is calling on countries to take action informing people of how the tobacco industry targets youth and enacting change to protect adolescents and young people from the harmful impacts of tobacco and nicotine, enabling them to lead healthier, more empowered lives. To learn more about the global tobacco epidemic, access our resource pack on [Global Health and Tobacco](https://repository.gheli.harvard.edu/repository/collection/resource-pack-global-health-and-tobacco) or explore the selected resources below. Selected Resources - [Raising Cigarette Taxes Reduces Smoking, Especially Among Kids (and the Cigarette Companies Know It)](https://assets.tobaccofreekids.org/factsheets/0146.pdf), Campaign for Tobacco-Free Kids 2025 - [Highlights From 20 Years of Tobacco Control](https://fctc.who.int/resources/publications/m/item/highlights-from-20-years-of-tobacco-control), World Health Organization Framework Convention on Tobacco Control 2025 - [WHO Global Report on Trends in Prevalence of Tobacco Use 2000–2030](https://www.who.int/publications/i/item/9789240088283), World Health Organization 2024 - [Hooking the Next Generation: How the Tobacco Industry Captures Young Customers](https://www.who.int/publications/i/item/9789240094642), World Health Organization 2024 - [Smoking and Tobacco Use GTSS Data](https://www.cdc.gov/tobacco/global/gtss/gtssdata/index.html), Centers for Disease Control and Prevention. Share on:- [ Facebook ](#) - [ Twitter ](#) - [ Linkedin ](#)