World Health Organization is urging governments to strengthen protections against tobacco and nicotine products targeting children and teenagers ahead of World No Tobacco Day 2026 on 31 May.

WHO says at least 40 million children aged 13–15 use tobacco products worldwide, while e-cigarettes and nicotine pouches are becoming increasingly popular among young people.

The organization warns that tobacco companies are using flavours, influencer marketing and attractive packaging to make nicotine products more appealing and addictive for adolescents.

WHO is calling for:

• bans on flavoured nicotine products;

• stricter advertising restrictions;

• smoke-free and vape-free public spaces;

• stronger enforcement against illegal promotion and sales.

Tobacco use causes more than 7 million deaths globally each year and remains a leading cause of preventable disease and cancer, according to WHO.