The World Health Organization (WHO) today issued a strong warning against the rapid global spread of nicotine pouch products that are being aggressively marketed to adolescents and young adults. WHO notes that limited or no regulation in many countries raises concerns about nicotine addiction among young people and its associated health risks.
The report, released ahead of World No Tobacco Day (31 May), will focus this year on tobacco and nicotine addiction and the tactics used by the industry to attract a new generation of users.
A nicotine pouch is a small bag that is placed between the gums and lips and releases nicotine through the lining of the mouth. They typically contain nicotine, flavorings, sweeteners, and other additives. Retail sales of nicotine pouches will reach more than 23 billion units in 2024, an increase of more than 50% year-over-year.
The use of nicotine pouches is rapidly expanding, but regulations are struggling to keep up. Governments must act now with strong evidence-based safeguards. ”
Dr Vinayak Prasad, Head of WHO Non-Tobacco Initiative
WHO’s first global report on the subject is Uncovering marketing strategies and strategies that drive nicotine pouch growthwas developed in response to requests from countries for authoritative guidance from the WHO on nicotine pouches and how governments should respond. The global market for nicotine pouch products was worth approximately USD 7 billion in 2025.
The WHO emphasizes that nicotine itself is highly addictive and particularly harmful to children, adolescents and young adults whose brains are still developing. Exposure to nicotine during adolescence can affect brain development, including effects on attention and learning. Early nicotine use increases the chance of developing long-term dependence or using other nicotine or tobacco products in the future. Nicotine use also increases cardiovascular risk.
Regulatory gaps put young people at risk
Nicotine pouches often slip through the regulatory cracks.
- Approximately 160 countries have no specific regulations.
- Sales are prohibited in 16 countries. and
- 32 countries have some form of regulation, including:
- 5 limited flavors
- 26 Restrictions on sales to minors
- 21 Advertising, Promotion, and Sponsorship Prohibited.
Dr. Etienne Krug, Director of Health Decision, Promotion and Prevention at WHO, said: “Governments are seeing the use of these products spread rapidly, especially among young people and young people who are the most aggressive targets of deceptive tactics. These products are designed for addiction, and there is a strong need to protect young people from industry manipulation.”
Marketing strategies designed to attract younger users
The report highlights extensive industry strategies to appeal to younger audiences.
- Sophisticated and discreet packaging.
- Flavors such as bubblegum and gummy bears.
- Influencer marketing and massive promotion on social media.
- Sponsorship of concerts, festivals and sporting events including F1.
- Aspirational lifestyle branding. and
- Message encouraging careful use in schools and non-smoking environments.
Some packaging imitates sweets and popular candy brands, increasing the risk to young children.
The report warns that all of these tactics are aimed at normalizing nicotine use, lowering risk perception and drawing a new generation of users into nicotine addiction.
call for urgent action
WHO is calling on governments to introduce comprehensive regulations covering all tobacco and nicotine products, including nicotine pouches. Recommended measures include:
- Flavor bans or strong restrictions.
- No advertising, promotion or sponsorship, including the use of social media or influencers.
- Powerful age verification and retail management.
- Clear health warnings and simple packaging.
- Set an upper limit on the amount of nicotine allowed.
- Taxation to reduce affordability and discourage youth access.
- Monitoring usage patterns and industry strategies. and
- Strong policy enforcement.
Nicotine pouches should not be considered risk-free. However, some products are labeled with nicotine amounts up to 150 mg and are sold in multiple strength tiers as “beginner,” “advanced,” and “expert.”
WHO urges young people to be aware of and reject industry tactics that make nicotine use seem normal. Urgent and concerted action today can help protect a new generation from nicotine addiction.
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