More than 100 million people globally are now using e-cigarettes, according to a new report by the World Health Organization (WHO), which describes the trend as “alarming.” Of this figure, nearly 15 million are teenagers between the ages of 13 and 15, marking a troubling rise in youth nicotine consumption.
The report, the first comprehensive global assessment of e-cigarette and vaping device usage, found that 86 million adult users are concentrated mainly in high-income countries. However, it is the growing use among adolescents that has sparked concern, as vaping among teens now surpasses traditional cigarette smoking.
Globally, 7.2% of adolescents aged 13 to 15 reportedly vape, compared to 5.1% who smoke cigarettes. This means vaping is now more common than smoking in this age group. The report also indicates that in 63 countries studied, the prevalence of vaping among teens is on average nine times higher than among adults. Experts warn that the true figures could be even higher, as no recent school-based survey reported zero use of e-cigarettes.
Health authorities argue that the surge in youth vaping is being driven by aggressive marketing tactics from the nicotine industry. Companies are using colourful packaging, sweet flavours, and targeted digital advertising to appeal to younger consumers. The WHO notes that online marketing and social media promotions have made these products easily accessible, even in countries with existing regulations.
Public health officials have expressed alarm that e-cigarettes are “fuelling a new wave of nicotine addiction,” reversing years of progress in reducing tobacco use. While e-cigarettes are often marketed as tools for harm reduction or smoking cessation, evidence suggests they are instead introducing nicotine to a new generation.
The WHO has urged governments to take stronger action to protect young people. This includes implementing stricter controls on advertising, packaging, and flavouring, as well as expanding public education on the risks of vaping. Some countries are already moving in this direction — for example, the UK recently banned the sale of single-use vapes to combat environmental damage and limit youth access.
Health experts warn that unless governments act decisively, millions more young people could become addicted to nicotine, undermining decades of progress in tobacco control and public health.
