Europe Tobacco & Vape Use: Teen Girls at Risk – WHO Report

Europe is facing a concerning trend in tobacco and nicotine use, particularly among young women. New data from the World Health Organization (WHO) reveals that teenage girls aged 13-15 in Europe now have the highest rates of tobacco use globally, while adolescent vaping rates are also the highest in the world. This situation places Europe on track to remain the region with the highest tobacco prevalence by 2030, despite global efforts to reduce smoking.

A Growing Divide: Tobacco Use Among Women

The WHO analysis, published in late February 2026, highlights a stark disparity in tobacco use across genders. Europe is the only WHO region not expected to meet the global target of a 30% reduction in tobacco use among women by 2025, currently projecting only a 12% reduction between 2010 and 2025. Over 40% of the world’s adult female smokers – approximately 62 million women – reside in the European Region. This trend is particularly worrying given the established health risks associated with tobacco use, including increased susceptibility to cardiovascular disease, respiratory illnesses, and various cancers. WHO’s overview of tobacco details the significant public health impact of this continued prevalence.

E-Cigarettes and the Rise in Adolescent Nicotine Use

While traditional tobacco use remains a significant concern, the surge in e-cigarette use among European adolescents is a rapidly evolving challenge. Approximately 14.3% of children aged 13-15 across the region regularly use vapes and e-cigarettes – the highest prevalence globally. Among adults, Europe holds the second-highest prevalence of e-cigarette use, trailing only Asia. This increase is attributed, in part, to deliberate industry strategies targeting young people with flavored products and sophisticated marketing campaigns on social media. The WHO report emphasizes that this isn’t accidental, but a calculated effort to cultivate a new generation of nicotine users.

The Impact on Public Health: A Regional Crisis

The consequences of these trends are substantial. Tobacco use already contributes to over 1.1 million deaths annually from noncommunicable diseases in the European Region. Without accelerated action, the WHO warns that Europe will remain the worst-performing region globally in terms of tobacco control by 2030. Dr. Hans Kluge, WHO Regional Director for Europe, stressed the urgency of the situation, calling for measures to shield young people from nicotine addiction, prevent industry interference in health policy, and enforce effective regulations.

Policy Gaps and Successful Interventions

The WHO assessment reveals significant gaps in tobacco control policies across the region. Only a third of European countries have comprehensive smoke-free laws covering all public spaces, and just a quarter have implemented bans on tobacco advertising. Though, some countries are demonstrating progress. Belgium, Denmark, and the Netherlands are cited as examples of nations successfully pushing back against rising nicotine use by regulating novel products, banning flavors, and restricting advertising. These interventions suggest that effective policies can craft a difference, but widespread implementation is crucial. The Guardian’s coverage of the WHO report highlights the importance of these targeted policies.

The UK as a Relative Outlier

The United Kingdom presents a contrasting picture within the European Region. It is on track to achieve a 30% relative reduction in tobacco use among those aged 15 and older and currently has the third-lowest rate of tobacco use in Europe, after Turkmenistan and Iceland. This success may be attributed to a combination of factors, including comprehensive tobacco control policies and public health campaigns.

Addressing a ‘Rapidly Evolving Nicotine Landscape’

Kristina Mauer-Stender, a regional advisor for tobacco control at WHO Europe, emphasizes the need for policies to adapt to the changing landscape of nicotine products. “Decades of progress is at risk unless policies keep pace with a rapidly evolving nicotine landscape,” she stated. “Applying the same strong tobacco control tools to new and emerging products is essential if we want to protect young people and sustain public health gains.” This includes extending regulations to cover e-cigarettes and other novel nicotine delivery systems, as well as addressing the marketing tactics used by the industry.

What Comes Next: Strengthening Tobacco Control Measures

The WHO is advocating for a multi-pronged approach to address the tobacco crisis in Europe. This includes strengthening tobacco control policies, enforcing regulations, and preventing industry interference. Further research is needed to understand the long-term health effects of e-cigarettes and other novel nicotine products, as well as the effectiveness of different intervention strategies. The WHO will continue to monitor the situation closely and provide guidance to Member States on best practices for tobacco control. Regular reviews of existing policies and the implementation of new measures will be essential to protect public health and reduce the burden of tobacco-related diseases. The WHO’s official news release details the ongoing efforts to combat the tobacco crisis in the European Region.