Tobacco use remains the leading cause of preventable death in Europe, with more than 500,000 deaths annually, including about 80,000 linked to secondhand smoke, according to a new WHO Europe report published 20 years after the ratification of the Framework Convention on Tobacco Control.
While adult smoking in the EU has slightly declined, e-cigarette use among youth is rising alarmingly. Among 15- to 16-year-olds in the EU, nearly 25% use e-cigarettes, with rates ranging from 6% in Portugal to 36% in Poland. Since 2019, usage has increased in 22 of 25 EU member states. Girls now often outpace boys in using these products.
WHO warns that e-cigarettes and nicotine pouches, frequently packaged with bright colors and sweet flavors, are heavily marketed to children and teens on social media, deliberately encouraging addiction.
Scientific research shows that using e-cigarettes triples the risk of switching to traditional smoking, especially among non-smoking youth, undermining anti-tobacco efforts.
The EU identifies two major obstacles: the rapid growth of new tobacco and nicotine products exploiting regulatory loopholes, and ongoing tobacco industry interference in policymaking.
To counter this trend, WHO recommends stronger taxation, bans on flavored e-cigarettes, standardized packaging for all nicotine products, and closing online advertising gaps. Upcoming revisions to the Tobacco Products Directive and Taxation Directive aim to help the EU reach its “tobacco-free generation” goal by 2040, targeting a smoker rate below 5%.
