WHO calls for stronger regulation of e-cigarettes

In a note, the World Health Organization reports the strong growth in the consumption of electronic cigarettes, partly due to marketing strategies targeting the younger generations. Highlighting the addictive nature of these devices, and the absence of proof of their effectiveness in smoking cessation, the WHO makes a number of recommendations to public authorities.

The e-cigarette market is expanding rapidly globally, from $7.5 billion in 2015 to $22.3 billion in 2022, a growth of nearly $300% in seven years[1].

Marketing strategies, low prices, attractive aromas: the reasons for success among young people

According to the World Health Organization, this situation is explained in particular by the aggressive marketing strategies of manufacturers, targeting primarily children and adolescents. Thus, electronic cigarettes are by far the device offering the widest range of flavors, among all tobacco and nicotine products. These flavors, which are popular with younger generations, increase the toxicity of the products, mask the harsh taste of nicotine and facilitate the initiation and transition from experimental consumption to regular consumption.

These are also essentially and massively promoted through digital marketing strategies (social networks, influencers). However, it has now been demonstrated that exposure to advertising content, even brief, results in a stronger intention on the part of adolescents to consume these products, and is associated with a positive opinion towards this type of device. Similarly, a large number of electronic cigarettes are designed to resemble everyday consumer objects (pen, lipstick, etc.), making them more difficult to detect, particularly for parents or the educational community. Finally, disposable electronic cigarettes (puffs), are enjoying growing success among younger generations, driven by their aromas and their increasingly affordable price.

WHO: Role of e-cigarettes in smoking cessation not proven

The World Health Organization points out that these products, as everyday consumer products and in their real conditions of use, have not been proven to be effective as a smoking cessation tool.

Based on these elements, the WHO makes several recommendations to public authorities. For countries that have banned the marketing of e-cigarettes, the WHO stresses the need to ensure compliance with this ban while investigating possible supply and consumption methods and finally ensuring the absence of promotions of these products. For countries that have not introduced a marketing ban, the WHO recommends reducing their appeal by further regulating these products (flavors, design, etc.), better protecting the population against the risk of misinformation about these products, banning the sale of these devices to minors, better controlling the supply chain, applying tobacco product measures to e-cigarettes, or strengthening the monitoring of these products and the implementation of associated regulations.

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[1] World Health Organization (WHO), Electronic cigarettes, 05/05/2024, (accessed 13/05/2024)

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