New Wave of Addiction Linked to Tobacco Flavours – WHO

The World Health Organisation (WHO) has launched a new publication and called on governments to urgently ban all flavours in tobacco and nicotine products, to protect youth from addiction and disease.

In a press statement released on Friday, the organisation said flavours like menthol, bubble gum and cotton candy are masking the harshness of tobacco and nicotine products, turning toxic products into youth-friendly bait. 

They note that flavours not only make it harder to quit but have also been linked to serious lung diseases. Cigarettes, which still kill up to half of their users, also come in flavours or can have flavours added to them.

“Flavours are fuelling a new wave of addiction, and should be banned,” said Dr Tedros Adhanom Ghebreyesus, Director-General of WHO. “They undermine decades of progress in tobacco control. Without bold action, the global tobacco epidemic, already killing around 8 million people each year, will continue to be driven by addiction dressed up with appealing flavours.”  

According to WHO, flavour accessories in tobacco products enhance attractiveness and appeal, revealing how flavours and accessories like capsule filters and click-on drops are marketed to bypass regulations and hook new users.

Currently, over 50 countries ban flavoured tobacco; more than 40 countries ban e-cigarette sales; 5 specifically ban disposables and 7 ban e-cigarette flavours; and flavour accessories remain largely unregulated.

Countries such as Belgium, Denmark, and Lithuania are taking action, and the WHO urges others to follow.

Researchers have found that flavours are a leading reason why young people try tobacco and nicotine products. Paired with flashy packaging and social media-driven marketing, they’ve increased the appeal of nicotine pouches, heated tobacco, and disposable vapes into addictive and harmful products, which aggressively target young people.

“We are watching a generation get hooked on nicotine through gummy bear-flavoured pouches and rainbow-coloured vapes,” said Dr Rüdiger Krech, WHO Director of Health Promotion. “This isn’t innovation, it’s manipulation. And we must stop it.”

WHO reiterates that tobacco products, including heated tobacco products, expose users to cancer-causing chemicals and should be strictly regulated.

The 2025 World No Tobacco Day campaign honours governments, youth activists and civil society leaders pushing back against industry interference. “Your actions are changing policy and saving lives,” said Dr Krech.