The World Health Organisation (WHO) has raised alarm over the tactics employed by the tobacco industry, which it accuses of using various strategies to entice young people. Electronic cigarettes, with their "sleek and colourful" designs and "child-friendly" flavours, are being marketed in ways that resemble toys, according to the WHO.

Globally, "37 million children aged 13–15 years use tobacco," according to the WHO. The situation is particularly concerning in Europe, where the WHO disclosed that 20% of 15-year-olds surveyed reported using e-cigarettes in the past 30 days.

Millions of young people are using electronic cigarettes, which contain nicotine and can quickly lead to addiction. The WHO highlights that e-liquids also often contain additives, flavourings, and chemicals that may pose health risks.

World No Tobacco Day, observed on 31 May 2024, will serve as a platform for young people around the world, "who are calling on governments to protect them from being targets of the tobacco and nicotine industry," states the WHO.

The WHO has been forthright in its condemnation of the tobacco industry's actions, accusing it of targeting young people to perpetuate profits and create a new generation of addicts in the process. In many countries, "the rate of e-cigarette use among adolescents exceeds that of adults."

The tobacco industry reportedly spends "nearly $8 billion a year on advertising" of all kinds to influence young people, according to the WHO.

In response, the German e-cigarette trade federation has defended its products, asserting that the target demographic for e-cigarettes is adults looking to reduce or quit tobacco consumption.