The World Health Organization warns Europe is on track to remain the global leader in tobacco use by 2030. Despite an overall decline in traditional tobacco, e-cigarettes and flavored nicotine products are attracting a new generation.
"Without accelerated action, we will stay the worst-performing region in the world by 2030," stated Hans Kluge, WHO Regional Director for Europe. Over 173 million people currently use tobacco in the region annually, contributing to over 1.1 million deaths from noncommunicable diseases.
Young people are particularly at risk. Approximately four million adolescents aged 13-15 use tobacco products. E-cigarette use among this age group stands at 14.3 percent, with rates nearly equal between boys and girls. The region also has the world's second-highest adult e-cigarette prevalence, with an estimated 31.4 million users.
Europe is the only region not expected to meet the target for a 30 percent reduction in tobacco use among women by 2025. Over 40 percent of the world's adult female smokers reside in the European Region. This trend is mirrored in e-cigarette use, with prevalence often higher among girls than boys in many countries.
Kluge attributed this to deliberate industry strategies targeting youth with flavored products and social media marketing. He highlighted that countries like Belgium, Denmark, and the Netherlands are successfully regulating novel products, banning flavors, and restricting advertising.
Currently, only 18 of the 53 countries in the region have comprehensive smoke-free laws. While some nations have limited bans in public spaces, negotiations for increased tobacco taxation, including on e-cigarettes, face opposition within the European Union.