Today the World Health Organization released the Global Tobacco Epidemic 2025 at the World Conference on Tobacco Control (WCTC) in Dublin. In the 18 years since the launch of the WHO MPOWER policy package, the report shows that 6.1 billion people–three quarters of the world–are protected by at least one of six policy measure. We commend the global commitment to tobacco control.
However, the report comes at a moment of mounting global crises, escalating health needs and a tightening fiscal space for health. For much of the last 20 years, smoking worldwide has been in decline, but we are at a turning point. The most recent trendlines point to a flattening in the decline in cigarette sales, mainly because sales among youth and especially young women are increasing in a substantial number of countries. At the same time, the tobacco industry has responded to these two decades of public health progress by spending billions more on longstanding practices like political lobbying and campaign contributions, as well as colorful, flavored e-cigarettes, heated tobacco products and nicotine pouches that hook youngsters to nicotine.
The next generation deserves the same protections millions have been afforded due to tobacco control—smoke free spaces; plain, standardized packs with graphic warning labels; substantial taxes on cigarettes in some countries; removal of tobacco marketing near schools; and removal of flavors. The WCTC provides an opportunity to renew the push for what we know works.
Despite their effectiveness, 110 countries haven’t run anti-tobacco campaigns since 2022. We call on governments to recommit to sustained anti-tobacco media campaigns in the face of a voracious and evolving industry. We cannot cede the hearts, minds and health of future generations to relentless corporate marketing. The evidence base for campaigns is decades strong and has been confirmed by Vital Strategies’ own research and experience in this space.
Health taxes remain one of the most effective, yet underutilized strategies to save lives, strengthen economies and generate new government revenue. Public health proponents are calling on countries to urgently adopt health taxes on harmful commodities. According to The Task Force on Fiscal Policy for Health has shown that increasing the price of tobacco, alcohol, and sugary beverages by just 50%, could save 50 million lives over 50 years. Such taxes would potentially generate US$3.7 trillion globally in just five years. A new tool from Vital Strategies, Economics for Health at Johns Hopkins University and American Cancer Society The Cost Recovery and Revenue Estimator (CoRRE) can support countries in their efforts to estimate the tax revenue gain possible depending on different potential tax scenarios.
Billions of lives remain at stake, unprotected by MPOWER measures and vulnerable to the harms of tobacco. Today’s report confirms concrete progress. Together we can accelerate that progress and protect the next generation from the tobacco industry.
For more information on Vital Strategies’ work in tobacco control, please visit our Tobacco Control Program page.
About Vital Strategies
Vital Strategies believes every person should be protected by an equitable and effective public health system. We partner with governments, communities, and organizations around the world to reimagine public health so that health is supported in all the places we live, work, and play. The result is millions of people living longer, healthier lives.
To learn more, visit vitalstrategies.org, or follow us @VitalStrat.