There has been a significant global reduction in smoking, but use remains stubbornly high in some countries and groups – while the tobacco industry is aggressively marketing new nicotine products to young people.

This is according to the World Health Organization (WHO) tobacco trends report, which was released on Monday.

“In 2000, one in three adults in the world used tobacco. By 2010, it was one in four. Today, in 2025, it’s fewer than one in five,” Jeremy Farrar, WHO’s Assistant Director General, told a media briefing.

“That means millions of premature deaths have been, and will be, averted,” he added, crediting “stronger policies, better awareness and the extraordinary efforts of individuals, governments, civil society and communities” for the progress.

South East Asia has achieved the most progress, with tobacco use in men almost halving from 70% in 2000 to 37% in 2024. In this region, India and Nepal have made good progress.

However, despite progress, the world is 3% short of achieving a 30% reduction in tobacco use between 2010 and 2025 (Sustainable Development Goal 3).

Slightly less than a third of the world – 61 countries, including 24 in Africa – are likely to achieve this target.

Three regions – Eastern Mediterranean (19% reduction), Europe (19%) and the Western Pacific (12%) – are also going to miss the target.

However, women already met the 30% target five years early in 2020.

“Most countries that are on track have something in common,” Farrar noted. “They all implement the WHO Framework Convention on Tobacco Control, and they put MPower measures in place, raising taxes, banning advertising, protecting people from smoke and warning of the harms and providing help for those to quit.”

MPower refers to the measures the WHO recommends to countries to reduce tobacco use.

“Nearly 20% of adults still use tobacco and nicotine products. We cannot let up now,” said Farrar. “The world has made gains, but stronger, faster action is the only way to beat the tobacco epidemic.”

Progress lagging in Europe and men 

Europe has the highest prevalence in the world, with 24.1% of its adults using tobacco in 2024. Countries in the Balkans and former Soviet republics have the highest rates.

In Bulgaria, almost 36% of people smoke, the highest in Europe.

Some 17.4% of European women smoke, which is more than double the current global average of 6.6% (down from 11% in 2010).

Alison Commar, WHO technical officer and lead author of the report, said that only one Western European country, the Netherlands, has implementing MPower, the full WHO anti-tobacco suite of policies.

“They are really having success bringing down prevalence,” Commar added. In 2010, almost 28% of Dutch people smoked, whereas 20% currently smoke.

“Many of the European countries rely on the EU [Tobacco Products] Directive, which we call the minimal floor,” Commar added.

“Women in Europe have been using tobacco products a lot longer than women in other areas,” she added, explaining that the industry had “heavily advertised” cigarettes in the women’s movement in the early 1900s.

“So the use has really begun from then, and the normalisation as well. People have grown up with their mothers and their grandmothers smoking.” 

In the Western Pacific Region, some 43.3% of men smoke – the highest prevalence in the world. Indonesia has the highest rate in the region (30.2%), followed by China (22.7%), while a mere 8% of Australians smoke.

Globally, smoking is highest in men aged 45 to 54 and women aged 55 to 64. Men in upper-middle countries smoke the most – some 39%.

Over 40 million adolescents are reported to smoke cigarettes (26 million boys), with the Western Pacific Region having the highest prevalence of teen smokers.

“The tobacco and nicotine industries are deliberately targeting the next generation with new and many times under-regulated products. We cannot allow this to continue and to succeed,” said Farrar.

New nicotine products

For the first time, WHO report estimated global e-cigarette use, finding that more than 100 million people worldwide are now vaping – some 7% of the world’s population.

Around 86 million adults, mostly in high-income countries, and 15 million children aged 13–15, already use e-cigarettes. 

Use is by far the highest in the Southeast Asia region, averaging 21.1%. The second-highest region is the  Eastern Mediterranean (4.9%).

Among the 85 countries with data on e-cigarettes, the highest use was reported in Serbia (18.4%), Luxembourg (17%), New Zealand (14%), Croatia (12%), Ireland (11.2%), Czechia (11.1%) and Brunei (11%).

In all but six countries, more teens vaped than adults.

“In countries with data, children are on average nine times more likely than adults to vape,” according to the WHO, which accused the tobacco industry of “introducing an incessant chain of new products and technologies” to market tobacco addiction, including “e-cigarettes, nicotine pouches, and heated tobacco products”.

“E-cigarettes are fuelling a new wave of nicotine addiction,” said Etienne Krug, WHO Director of Health Determinants, Promotion and Prevention. 

“They are marketed as harm reduction but, in reality, are hooking kids on nicotine earlier and risk undermining decades of progress.” 

Comma said that the science is “now showing that [e-cigarettes] are very much a gateway for the young people to move later into tobacco or to maintain a nicotine addiction as they grow older”.

“WHO recommends that all countries regulate e-cigarettes immediately,” she added.

The report, which is produced every two years, derives most of its data from national surveys.

Image Credits: PAHO, WHO, WHO.