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Countries with more female smokers than male smokers have been identified
Last reviewed: 01.07.2025
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WHO experts have found that marketing strategies lead to an increase in the number of women who smoke.
The World Health Organization (WHO) says creative marketing strategies are driving up smoking among women and girls in Europe. It is no coincidence that the theme of World No Tobacco Day 2012, which was celebrated yesterday, was the methods used by the tobacco industry, the UN News Centre reports.
Today, 22% of women smoke in European countries, according to WHO estimates. This part of the world has the highest average smoking prevalence among women. Whereas smoking used to be a largely male phenomenon, today the gap in smoking rates between adult men and women is very small in countries such as Austria, Denmark, Ireland, Norway, the Netherlands, Sweden and the United Kingdom, and is narrowing in other countries. In Bulgaria, Poland, Slovenia and Croatia, there are more girls than boys who smoke.
“Smoking habits typically begin in adolescence, and the tobacco industry shamelessly exploits the vulnerability of girls at this age, targeting them as new victims of tobacco addiction,” said the WHO Regional Director for Europe. As girls and women gain increasing purchasing power, the industry portrays smoking as a symbol of empowerment, emancipation and success.
The WHO has drawn attention to the growing number of female smokers in the Russian Federation, where "effective" marketing campaigns specifically aimed at them have been used. For example, in 2009, the Russian edition of a well-known international magazine for women and girls featured an image of a woman with a cigarette and a man behind her. Experts believe that this campaign contributed to a 117% increase in tobacco use among women, and the brand featured in the advertisement became the most popular among women in the country.
In some countries, awareness of the health risks of smoking is low. Prices for tobacco products are low, and unlicensed products are common. Misleading terms such as “light” and “mild” are used. Almost 19% of adults in Romania believe that light cigarettes are safer than regular cigarettes, and about 18% in Poland believe that one type of cigarette is less harmful than another.
Tobacco companies are using viral marketing, social media, mobile phones, and the huge potential of new media to reach children and young people with marketing messages. In France, a study found that three-quarters of French films feature a protagonist who smokes.
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