To save new generations from tobacco and nicotine addiction we must take action now

22 July 2026, Cairo, Egypt - The proliferation of new tobacco and nicotine products, coupled with sophisticated marketing strategies that target young people, make it clear - the tobacco industry is desperate to turn today's youth into tomorrow's addicts.

Across the Eastern Mediterranean Region young people are being exposed to tobacco and nicotine products in the digital spaces they occupy, and through a vast array of entertainment content. Products are being tailored to appeal to an ever younger demographic, from the design of packaging to the addition of endless novelty flavours. The goal is simple: to capture the attention of young people and convince them that instead of being a threat to health, these products are a part of daily life, fashionable, socially acceptable and harmless. We cannot let the tobacco industry prevail.

Governments across the Region have achieved significant progress in tobacco control over the past 2 decades, protecting millions of people from the harms of tobacco, but these hard-won gains are under threat from the rapidly evolving tobacco and nicotine product landscape.

The dangers are acute. Increasing tobacco and nicotine use among young people risks a future in which millions of adults face addiction, disease and premature death.

The Eastern Mediterranean Region is home to one of the world's youngest and fastest-growing populations. More than half its population is under the age of 30. Adolescence is a critical period, when the brain is especially vulnerable to nicotine addiction, making early experimentation far more likely to become lifelong dependence.

"The consequences are already visible," says WHO Regional Director for the Eastern Mediterranean Dr Hanan Balkhy. "More than 5 million adolescents aged 13 to 15 years in our Region use tobacco products, placing the Eastern Mediterranean among the regions with the highest prevalence of youth tobacco use globally. Without stronger action, the number of tobacco users is projected to increase by 25% by 2030, driving an even greater burden of noncommunicable diseases in the years ahead."

Today's rise in youth tobacco and nicotine use will shape the Region's health for decades to come, driving increases in cancer and other noncommunicable diseases (NCDs). If current trends continue, the Region's NCD burden will rise substantially by 2050, placing further strain on communities and already overstretched health systems.

Due to the urgency of the situation, ministries of health and senior officials from across the Region are intensifying efforts to establish a coordinated response to safeguard children and adolescents from tobacco and nicotine use and strengthen policy responses. They have agreed a set of strategic priorities that include:

• embedding protection of children and young people from tobacco and nicotine use across all relevant sectors through a whole-of-government, whole-of-society and Health in All Policies approach;
• strengthening comprehensive regulation of all tobacco and nicotine products, including measures that reduce youth appeal such as restrictions on flavours and other product design characteristics;
• protecting young people from tobacco and nicotine marketingby expanding tobacco advertisement, promotion and sponsorship bans to cover all products and digital platforms;
• strengthening product packaging and health warningsacross all tobacco and nicotine products to reduce product appeal and increase awareness of health risks;
• increasing public awareness and prevention efforts, with a particular focus on addressing misconceptions about emerging tobacco and nicotine products among young people; and
• strengthening surveillance of tobacco and nicotine product use among young peopleto monitor trends and inform evidence-based policy and programme responses.

"The choices we make today will shape the health, productivity and prosperity of future generations," says Dr Balkhy.

By acting now, countries across the Eastern Mediterranean Region can protect the progress already achieved in tobacco control and ensure that today's children and youth are able to grow up free from the devastating harms caused by tobacco and nicotine addiction.