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AMMAN — As the world prepares to mark World No Tobacco Day on May 31, the World Health Organisation (WHO) has sounded the alarm on rising tobacco use among adolescents in the Middle East, with Jordan recording one of the highest rates globally, 33.9 per cent among teenagers.
Themed, “Bright products. Dark intentions. Unmasking the Appeal”, the World No Tobacco Day 2025 focuses on highlighting the hidden dangers of tobacco products that come in appealing flavours and packaging.
It also seeks to expose deceptive marketing tactics used by tobacco companies to lure youth and women, particularly through flavoured and attractively packaged nicotine products.
"Shameless manipulation of our children, for industry profit. Every day, tobacco and nicotine industries use carefully engineered products and deceptive tactics to hook a new generation of users and keep existing ones. Keep the industry out," WHO says on its website.
In its latest report, WHO classified Jordan among the countries most affected by this trend, with the findings revealing a troubling pattern across the Eastern Mediterranean Region, where adolescent smoking rates are among the highest in the world.
Globally, 37 million children aged 13–15 years use tobacco, according to the report. In the Eastern Mediterranean Region smoking rates in some areas have reached 43 per cent among adolescent boys (aged 13–15 years) and 20 per cent among adolescent girls.
The highest prevalence of tobacco use among boys is recorded in the occupied Palestinian territory (West Bank) at 43.3 per cent, followed by Jordan at 33.9 per cent and Syria at 31.6 per cent.
WHO Regional Director for the Eastern Mediterranean Hanan Balkhy said, "Our Region has the highest youth smoking rates in the world. We must act to protect the next generation. Let us stand together and make it crystal clear. No more tricks. No more traps. Let’s unite for a tobacco-free future."
“We need bold policies and strong collaboration,” Balkhy added. “Governments must lead efforts to restrict or ban these seductive designs and flavours, especially in products like e-cigarettes and vape pens.”