Who: Attracting a new generation to use e-cigarettes is the goal of tobacco companies

The World Health Organization (WHO) has accused tobacco companies of trying to addict a new generation to nicotine, and continues to aggressively target the youth market through social media, sports events, music festivals and different flavors of products.

The WHO said that in the face of increasingly stringent regulations, big tobacco companies and new entrants have begun to offer alternative products, such as e-cigarettes. The tobacco industry says these alternatives are aimed at adult smokers.

But a joint report released Thursday by WHO and the Global Tobacco Regulatory Agency (STOP) said these alternatives are often marketed to young people, and children and young people in many countries are more likely to use them because of their design and fruity taste.

Who Director-General Tedros Adhanom Ghebreyesus rejected the idea that tobacco companies are working to reduce the harm of smoking. It refers to the "hypocrisy" of tobacco companies.

"It is hypocritical for tobacco companies to market tobacco products to children while talking about reducing the harm of smoking," Tedros said in the report.

The WHO has taken an increasingly tough stance on new nicotine products after a sharp increase in the number of teenagers using e-cigarettes in some countries. Different flavors, such as bubble gum, are one of the driving factors for this growth, the WHO said. Industry insiders say different flavors are an important tool to encourage adults to quit smoking.

Big Tobacco companies have mostly shunned such flavors, but the WHO said big tobacco companies including Philip Morris International Inc and British American Tobacco, Target the youth market through sponsorship of music festivals and sports events, as well as social media. PMI is the world's largest tobacco company.

These campaigns and social media provide a platform for tobacco companies to promote their brands and use them to provide free samples to young people, the WHO said.

Both PMI and British American Tobacco say their aim is to wean smokers off cigarettes. Bat added that it follows responsible marketing principles and ensures that products are intended for adults only.

PMI said scientifically proven alternatives to cigarettes must be part of good tobacco policy and that it was prepared to engage with any government and WHO on the issue.

The WHO says there is not enough evidence that e-cigarettes can help people quit smoking. The WHO also said there is evidence that e-cigarettes increase the use of traditional cigarettes, especially among young people.