WHO warns Europe will remain the world’s biggest tobacco consumer by 2030 as vaping fuels youth uptake

Key Takeaways

• WHO projects the 53-country European Region will remain the world’s biggest tobacco-consuming region by 2030
• WHO says around 173 million people were tobacco users in 2024; tobacco causes over 1.1 million NCD deaths annually in the region
• About four million adolescents aged 13–15 use tobacco products; e-cigarette use among 13–15-year-olds is 14.3% with near parity by sex
• Adult e-cigarette prevalence is the world’s second-highest after the Americas, with an estimated 31.4 million users
• WHO says only 18 of 53 countries have smoke-free laws covering all public spaces; EU Tobacco Taxation Directive talks continue

2Firsts, February 26, 2026 – 

According to Euronews, the World Health Organization (WHO) warned that while overall tobacco use is declining, vaping and other novel products—such as flavoured nicotine products—are driving increased use among young people in Europe. A new WHO report said the WHO European Region, spanning 53 countries across Europe and Central Asia, is projected to remain the world’s largest tobacco consumer by 2030.

Hans Kluge (Hans Kluge), WHO Regional Director for Europe, said tobacco use already causes over 1.1 million deaths from noncommunicable diseases in the European Region each year, and warned that without accelerated action the region would remain the worst-performing globally by 2030. He said there is a responsibility to change course by shielding young people from nicotine addiction, preventing industry interference in health policy, and enforcing regulations to prevent avoidable harm.

The report said around 173 million people in the WHO European Region were tobacco users in 2024. It also said approximately four million adolescents aged 13 to 15 across the region use tobacco products. WHO identified countering the rising use of e-cigarettes as the most urgent issue, with youth e-cigarette use at 14.3% among 13–15-year-olds and rates nearly equal between boys and girls.

Among adults, the report said the region has the world’s second-highest e-cigarette prevalence, behind the Americas, with an estimated 31.4 million users.

The report said the European Region is the only one worldwide not expected to meet the 30% reduction target for tobacco use among women by 2025, with available data projecting a 12% drop since 2010. It said over 40% of the world’s adult female smokers—around 62 million women—live in the region, with a prevalence of 17.2%, almost double the next highest of 9.1% in the Americas. It added that in nearly half of countries with available data, e-cigarette prevalence was higher among girls than boys.

Kluge said this was not accidental and described it as the result of deliberate industry strategy targeting young people with flavoured products and sophisticated social media marketing. He said countries such as Belgium, Denmark and the Netherlands show it is possible to push back by regulating novel products, banning flavours and restricting advertising, and added that every country in the region should do the same.

WHO also noted that only 18 out of the 53 countries in the region have smoke-free laws covering all public spaces, while some countries—including France, Finland, Italy and Sweden—impose limited bans in areas such as beaches, schools and parks.

In the European Union, the report said negotiations continue on revising the Tobacco Taxation Directive. It added that 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.

Image source: Euronews