A staggering 37 million children aged 13 to 15 worldwide are using tobacco products, according to a report from the World Health Organization (WHO) released in 2024. The alarming figure highlights the urgent need for governments and health authorities to take decisive action to curb the global tobacco epidemic.
Researchers have long warned that most people who use tobacco start in childhood. In the United States, e-cigarettes were the most commonly used tobacco product in 2023, with 7.7% of middle school and high school students reporting e-cigarette use. Cigarettes were the next most common, with 1.6% of middle- and high school students saying they had consumed them in the past month.
Public health experts have sounded the alarm, citing the devastating health harms of tobacco. Smoking is linked to numerous cancers and heart disease, while nicotine exposure in e-cigarettes and oral pouches can have long-term effects on adolescent brain development.
The global tobacco epidemic demands immediate attention and action. It is crucial that governments, health authorities, and parents work together to protect children and teenagers from the devastating health harms of tobacco.
Decades of research have documented how tobacco companies have marketed their products to attract young customers to sustain and grow their businesses. A recent study found that exposure to e-cigarette marketing with cartoon images decreased high school students’ perceptions of harm from e-cigarettes, making them more open to trying e-cigarettes.
The tobacco industry has adapted to new US products, using old tactics to market to children. For example, a study found that exposure to e-cigarette product placement in music videos increased young adults’ intentions to try e-cigarettes in the future.
The global tobacco epidemic is not limited to the United States. Recent studies have shown how tobacco companies continue to market to children in other parts of the world. In China, researchers found that adolescents reported being exposed to tobacco ad campaigns near their home and school, with bright colors, product packaging, and price promotions featured in e-cigarette ads attracting their attention.
The emergence of social media has led tobacco companies to shift their marketing tactics from traditional channels to online platforms, capitalizing on the time young people spend on screens. Tobacco companies have helped normalize tobacco use online with the help of branded social media account pages and social media influencers.
Streaming platforms have also normalized tobacco use. A recent study analyzed Netflix original TV shows and films for e-cigarette-related content, documenting brief representations of teenagers holding e-cigarettes in the PG-13 film “Hubie Halloween.”
Experts warn that every country must effectively enforce and expand restrictions on cigarette and e-cigarette marketing to protect children and teenagers from messages that encourage them to try smoking and vaping. Additional efforts are needed to help discourage young people from getting hooked on tobacco.
Campaigns focused on tobacco-related digital media literacy could create awareness about tobacco products and describe how they are being marketed in the digital environment. By empowering young people to evaluate tobacco advertising messages, we can prevent young people from consuming tobacco.
The global tobacco epidemic demands immediate attention and action. It is crucial that governments, health authorities, and parents work together to protect children and teenagers from the devastating health harms of tobacco.
