WHO calls for strengthening 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 younger generations. Highlighting the addictive nature of these devices, and the lack of evidence of their effectiveness in smoking cessation, the WHO makes a certain number of recommendations for public authorities.

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

Marketing strategies, low prices, attractive flavors: the reasons for success with young people

According to the World Health Organization, this situation is explained in particular by the aggressive marketing strategies of manufacturers, primarily targeting 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 mainly and massively promoted through digital marketing strategies (social networks, influencers). However, it has now been shown 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 with regard to this product. type of device. In the same way, 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 with younger generations, driven by the aromas, as well as their increasingly accessible price.

For the WHO, the role of electronic cigarettes in smoking cessation has not been demonstrated

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

On the basis of these elements, the WHO makes several recommendations for public authorities. For countries that have banned the marketing of electronic cigarettes, the WHO insists on the need to ensure compliance with this ban while investigating possible supply and consumption methods and finally to ensure 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.), to better protect the population against the risk of misinformation with regard to these products, to prohibit the sale of these devices to minors, to better control the supply chain, to apply tobacco product measures to electronic cigarettes, or to strengthen the surveillance of these products and implementation of associated regulations.

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

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