Nine Times More at Risk Than Adults: New Tobacco Products Luring Children, Warn Experts

Children are emerging as the primary targets of the tobacco and nicotine industry, with global data showing they are nine times more likely than adults to be attracted to vaping products, public health experts warned on World No Tobacco Day .

Observed this year under the theme “Unmasking the Appeal: Countering Nicotine and Tobacco Addiction” , the campaign focuses on exposing industry tactics that make nicotine products attractive to young people. Experts said companies are increasingly using flavours, colourful packaging, sleek designs , influencer marketing and social media promotion to draw adolescents towards nicotine use.

Dr Shalini Singh, Director of the ICMR-National Institute of Cancer Prevention and Research (NICPR), said most tobacco users begin during adolescence, making children especially vulnerable to targeted advertising and addiction. She cautioned that newer nicotine products are often falsely perceived as safer alternatives despite carrying significant health risks.

The World Health Organization (WHO) has raised concerns over the rapid growth of e-cigarettes, nicotine pouches and synthetic nicotine products , warning that many are being marketed directly to young consumers. WHO has urged governments to ban flavoured products, tighten advertising rules and strengthen enforcement against online sales and promotion.

According to WHO estimates, around 40 million children aged 13-15 use tobacco products globally, while more than 15 million adolescents use e-cigarettes. In countries with available data, young people are on average nine times more likely to vape than adults.

Former National Cancer Institute chief Dr Alok Thakar warned that smokeless tobacco products such as gutkha and khaini continue to drive oral cancer cases in India. Government estimates show tobacco causes nearly 1.35 million deaths annually and costs the country more than Rs 1.77 lakh crore in healthcare expenses and productivity losses.

The WHO also honoured NICPR with the WHO World No Tobacco Day Award 2026 for its contribution to tobacco control and cancer prevention, as experts stressed that protecting children from nicotine addiction remains the most effective long-term public health strategy.