WHO report highlights the threats posed by new nicotine and tobacco products Many countries are making progress in the fight against tobacco, but a new World Health Organization report shows some are not addressing emerging nicotine and tobacco products and failing to regulate them. Increased adoption of WHO-recommended tobacco control measures More than four times as many people are now covered by at least one WHO-recommended tobacco control measure as compared with 2007. The six MPOWER measures are monitoring tobacco use and preventive measures; protecting people from tobacco smoke; offering help to quit; warning about the dangers of tobacco; enforcing bans on advertising, promotion and sponsorship; and raising taxes on tobacco.