WHO's First Global E-Cigarette Data: Over 100 Million Users, Youth Risk 9 Times Higher

Key Takeaways

• First Global Estimate: WHO states that global e-cigarette users exceed 100 million.

• User Breakdown: Adults: ≥ 86 million; Adolescents (13–15 years old): ≥ 15 million; In countries with available data, children are 9 times more likely to use e-cigarettes than adults.

• Risk Concern: WHO believes that new nicotine products like e-cigarettes may drive minors to start using nicotine earlier, thereby eroding existing tobacco control achievements.

• Industry Trends: WHO alleges that the tobacco industry is targeting young people and continually launching new products, including e-cigarettes, nicotine pouches, and heated tobacco products.

• Policy Advocacy: WHO calls on countries to accelerate the implementation of the Framework Convention on Tobacco Control (FCTC) and MPOWER (WHO's six tobacco control measures framework) to close regulatory loopholes, raise taxes, enforce comprehensive advertising bans, and expand cessation services.

2Firsts, October 7, 2025--The World Health Organization (WHO) released its latest report on October 6, titled WHO tobacco trends report: 1 in 5 adults still addicted to tobacco. The report provides the first global estimate of e-cigarette use, finding that over 100 million people are currently vaping, including at least 86 million adults and a minimum of 15 million adolescents aged 13–15. Furthermore, in countries with available data, children are, on average, nine times more likely to use e-cigarettes than adults.

In the report and accompanying statements, the WHO noted that while overall global use of conventional tobacco has declined since 2010, new nicotine products like e-cigarettes are creating a fresh public health challenge. The organization believes that e-cigarette marketing, often conducted under the guise of "harm reduction," may, in practice, lead to minors being exposed to nicotine earlier and undermine decades of tobacco control achievements.

On the policy front, the WHO called on countries to accelerate and strengthen the implementation of the Framework Convention on Tobacco Control (FCTC) and the MPOWER policy package:

• Regulation and Enforcement: Closing regulatory loopholes and bringing new nicotine products like e-cigarettes under strict control.
• Price and Taxation: Reducing accessibility by increasing taxes.
• Market Control: Implementing a total ban on advertising, promotion, and sponsorship to decrease their appeal to adolescents.
• Cessation Support: Expanding the coverage of smoking/nicotine cessation services to help users effectively quit.

The WHO presented this e-cigarette usage estimate within the broader context of the tobacco epidemic: although adult female smoking rates are dropping faster globally and overall tobacco control has progressed, the proliferation of new nicotine products and their attraction to adolescents is becoming a key challenge. The report emphasized that only faster and stronger comprehensive policies can prevent e-cigarettes from creating a long-term, cumulative risk to public health.

Cover Source: WHO official website