WHO - World Health Organization Regional Office for Europe

07/04/2025 | Press release | Distributed by Public on 07/04/2025 03:22

New WHO report pushes for stronger tobacco control policies

Tobacco remains one of the most preventable causes of death, but its harms still persist at alarming levels worldwide. The newly released "WHO report on the global tobacco epidemic 2025" highlights both remarkable progress and worrying gaps in tobacco control across the globe. Compared to the global average, the WHO European Region performs better on monitoring tobacco use, taxation of tobacco products and implementing large pictorial health warnings on cigarette packages.

To help countries of the Region make further progress in implementing tobacco control policies, WHO/Europe produced a new Tobacco Control Playbook argument update focusing on the introduction of graphic health warnings and plain packaging, as more countries around the world adopt these policies.

Progress towards a tobacco-free future

Tobacco use is one of the biggest preventable causes of premature death worldwide, yet it still kills over 7 million people each year. Its economic costs are also enormous, totalling more than US$ 1.4 trillion annually in health-care costs and lost productivity.

According to the new WHO global report, we are witnessing progress in building a tobacco-free future. Today, more than 6.1 billion people - three-quarters of the world's population - are protected by at least one of the WHO-recommended MPOWER measures:

  • Monitoring tobacco use and prevention policies
  • Protecting people from exposure to tobacco smoke
  • Offering help to quit tobacco use
  • Warning people about the dangers of tobacco
  • Enforcing bans on tobacco advertising, promotion and sponsorship
  • Raising taxes on tobacco.

Four countries (Brazil, Mauritius, the Netherlands and Türkiye) have all the MPOWER measures at best practice level. Seven more countries, including Ireland, Slovenia and Spain, are only one measure away from this achievement.

The most striking gains have been achieved over the years in graphic health warnings: 110 countries now require them - up from just 9 in 2007 - protecting 62% of the global population; and 25 countries have adopted plain packaging (13 of which are from the European Region).

Yet, progress is uneven. Taxation, tobacco use cessation support and comprehensive advertising bans remain weak points globally. For instance, only a third of the global population has access to cost-covered quit services and just 15% are protected by taxes at best-practice level.

The European Region: a need for comprehensive smoke-free laws

The European Region is showing strong results in several areas, but the full picture is mixed. Compared to the global average, the Region performs better on monitoring tobacco use and warning about the dangers of tobacco - with 79% of countries having implemented these measures.

In the Region, 53% of countries raise taxes above the best-practice benchmark, compared to just 21% globally. However, cigarette affordability has increased in 19 countries - up from just 9 in 2022, which could potentially lead to higher consumption and increased smoking initiation. Thirteen countries have adopted plain packaging, and most have implemented some regulations on e-cigarettes.

Yet gaps remain: just 34% of European Region countries have adopted comprehensive smoke-free legislation, a rate lower than the global average of 41%; moreover, only 13 out of 53 countries ban all forms of advertising, promotion and sponsorship of tobacco products.

WHO/Europe Tobacco Control Playbook update: spotlight on packaging

Against this backdrop, WHO/Europe has released an updated Tobacco Control Playbook argument focused on one of the industry's most contested issues: the use of pictorial health warnings and plain packaging.

The tobacco industry has consistently fought these measures, falsely claiming they are ineffective, harm retailers or fuel illicit trade. But the evidence tells a different story. Research shows that pictorial health warnings are significantly more effective than text-only labels, especially for people with lower literacy or children. These warnings increase awareness of health risks and contribute to reduced smoking rates.

Plain packaging enhances this effect. By removing branding and standardizing colours and fonts, it strips tobacco products of their appeal - particularly among young people - and reinforces the health message. Evaluations from countries that have implemented plain packaging (including France, Ireland and the United Kingdom) show reduced appeal, stronger quit intentions and no evidence of increased illicit trade. Compliance by retailers has been high, and implementation delays predicted by the industry have not materialized.

Choosing better policies for a healthier future

WHO messages are clear: countries must act decisively to protect health by closing the remaining policy gaps, strengthening enforcement and investing in proven tools, like MPOWER measures. These measures save lives, reduce health-care costs, and protect future generations from tobacco addiction in line with the WHO Framework Convention on Tobacco Control, the United Nations Sustainable Development Goals and other global commitments.

The tobacco industry will continue to resist, but the evidence is on the side of health. With strong political will, strategic advocacy and public support, countries can push past the commercial pressure and choose better policies for a healthier future.

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