A new report by WHO and STOP, a global tobacco industry watchdog, has outlined how the tobacco and nicotine industry continues to market its products at young people. The report, entitled Hooking the Next Generation, noted that children aged 13–15 years use e-cigarettes at a higher rate than adults in every WHO region. An estimated 37 million children in the same age bracket use tobacco. “History is repeating, as the tobacco industry tries to sell the same nicotine to our children in different packaging”, warned WHO Director-General Tedros Adhanom Ghebreyesus, in the opening to the report.