Europe now leads WHO regions in tobacco use, surpassing Southeast Asia. Photo credit: Ayşenur, Pexels.
The World Health Organization says Europe, Russia, and Central Asia together account for the largest share of global tobacco users, a pattern the agency expects to continue through 2030.
A 2025 WHO report found that countries in the WHO European Region lead the world in per capita tobacco use and remain unlikely to meet targets to reduce consumption by the end of the decade.
Nicotine use in the region spans a range of products beyond traditional cigarettes and cigars. Consumers also use e-cigarettes and smokeless products, including chewing tobacco and nicotine pouches.
Hans Henri Kluge, director of the WHO European Region, said the tobacco industry has focused on younger consumers, even as some governments have introduced rules on advertising and product development.
WHO data highlight continued use of nicotine products among young people in the region. Among children aged 13 to 15, about 4 million use tobacco products, while 1 in 7 uses e-cigarettes—the highest rate among WHO regions. Girls in the European region also report higher tobacco use than their peers in the organization’s other 5 regions.
"It’s the result of a deliberate industry strategy targeting young people with flavored products and sophisticated social media marketing," Kluge said.
WHO also reported that women in the region have reduced tobacco use more slowly than in other parts of the world. About 2 in 5 of the world’s female smokers now live in the European Region.
The agency pointed to varying regulatory approaches across the region, which it said have influenced tobacco consumption patterns, particularly among younger populations.
Until 2025, Southeast Asia recorded the highest tobacco use among WHO’s 6 health regions. The region later adopted measures such as health warning labels on packaging, smoking bans, school-based education programs, and the use of celebrity role models. By comparison, European policies differ significantly between countries.
WHO said one-third of countries in the European Region have implemented smoke-free public space laws. About one-quarter provide national helplines, free cessation services, or comprehensive restrictions on tobacco advertising. The organization also reported that tobacco products have become more affordable in two-thirds of European countries over the past decade.
The WHO European Region is the only region not expected to meet the global target of reducing tobacco use among women by 30% by 2025. Available data show a projected decline of 12% since 2010.
More than 40% of the world’s adult female smokers—around 62 million women—live in the Region, where prevalence stands at 17.2%, compared with 9.1% in the Americas, the next highest level.
WHO also identified a similar pattern in e-cigarette use. In nearly half of countries with available data, girls report higher e-cigarette use than boys.