Europe Tobacco & Vape Use: Teen Girls at Risk – WHO Report
Europe is on track to remain the world’s largest consumer of tobacco by 2030, with particularly concerning trends in tobacco use among women and young people, according to fresh data released by the World Health Organization (WHO) on February 26, 2026.
The WHO analysis reveals that teenage girls in Europe now have the highest rates of tobacco use globally, while one in seven adolescents across the continent use vapes and e-cigarettes. Approximately 4 million teenagers aged 13 to 15 across Europe use tobacco products, and 14.3% of those aged 13-15 are regular e-cigarette users – the highest prevalence of any region worldwide.
Over 62 million adult female smokers – more than 40% of the world’s total – live in Europe. The region is the only one not expected to meet the global target of a 30% reduction in tobacco use among women by 2025, currently projecting only a 12% reduction between 2010 and 2025.
“Tobacco use already causes over 1.1 million deaths from noncommunicable diseases in the European Region each year – and without accelerated action, we will stay the worst-performing region in the world by 2030,” said Dr. Hans Henri P. Kluge, WHO Regional Director for Europe. “We have a responsibility to change course now: to shield young people from nicotine addiction, prevent industry interference in health policy, and enforce the regulations that will prevent a lifetime of avoidable harm.”
The WHO report highlights a rapidly evolving nicotine landscape, with e-cigarettes and flavored nicotine products attracting a new generation of users. Dr. Kluge attributed the high rates of e-cigarette use among young people to deliberate industry strategies targeting them with flavored products and sophisticated social media marketing.
Despite the concerning trends, some European countries are demonstrating success in combating tobacco use. Belgium, Denmark, and the Netherlands are cited as examples of nations effectively regulating novel products, banning flavors, and restricting advertising.
The United Kingdom is on track to achieve a 30% relative reduction in tobacco use prevalence among those aged 15 and older, and currently has the third lowest rate of tobacco use across Europe, after Turkmenistan and Iceland. However, the WHO report notes that only a third of European countries have smoke-free laws covering all public spaces, and only a quarter have bans on tobacco advertising.
“Decades of progress is at risk unless policies keep pace with a rapidly evolving nicotine landscape,” said Kristina Mauer-Stender, a regional advisor for tobacco control at WHO Europe. “Applying the same strong tobacco control tools to new and emerging products is essential if we want to protect young people and sustain public health gains.”