NEW DELHI: The World Health Organization (WHO) on Friday issued a strong warning over the rapid global expansion of nicotine pouch products, which are being aggressively marketed to adolescents and young people, raising concerns about growing addiction risks among youth.
Noting that regulation in many countries is limited or absent, WHO said this raises concerns over youth nicotine addiction and associated health risks. Emphasising that nicotine is highly addictive and harmful, particularly for children, adolescents and young adults whose brains are still developing, the organisation said exposure during adolescence can affect brain development, including attention and learning.
Early nicotine use can increase the likelihood of long-term dependence and future use of other nicotine and tobacco products. Nicotine use also increases cardiovascular risk.
“The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace,” said Dr Vinayak Prasad, Unit Head of the Tobacco Free Initiative at WHO. “Governments must act now with strong, evidence-based safeguards.”
Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the lining of the mouth. They typically contain nicotine, flavourings, sweeteners and other additives.
Retail sales of nicotine pouches reached over 23 billion units in 2024, increasing by more than 50 per cent from the previous year. The global market for nicotine pouch products was worth nearly US$ 7 billion in 2025.
WHO’s first global report, ‘Exposing marketing tactics and strategies driving the growth of nicotine pouches,’ was developed in response to requests from countries seeking authoritative guidance on nicotine pouches and how governments should respond. The report comes in the lead up to World No Tobacco Day, observed on May 31, which this year focuses on tobacco and nicotine addiction and the tactics used by industry to hook a new generation of users.
Highlighting that nicotine pouches often fall through regulatory gaps, WHO said around 160 countries have no specific regulation, 16 countries ban their sale, and 32 countries regulate them in some form, including five restricting flavours, 26 restricting sales to minors, and 21 banning advertising, promotion and sponsorship.
“Governments are seeing the use of these products spread quickly, especially among adolescents and young people who are being aggressively targeted by deceptive tactics,” said Dr Etienne Krug, Director of the Department of Health Determinants, Promotion and Prevention at WHO.
“These products are engineered for addiction and there is a strong need to protect our youth from industry manipulation.”
The report highlighted widespread industry tactics used to appeal to younger audiences, including sleek and discreet packaging, flavours such as bubble gum and gummy bears, influencer marketing and heavy promotion on social media, sponsorship of concerts, festivals and sports events including Formula 1, aspirational lifestyle branding, and messaging that encourages discreet use in schools and smoke free settings.
Some packaging also mimics sweets or popular candy brands, increasing risks to young children.
The report warns that these tactics are designed to normalise nicotine use, lower perceptions of risk, and draw a new generation into nicotine addiction.
Calling for urgent action, WHO urged governments to adopt comprehensive regulation covering all tobacco and nicotine products, including nicotine pouches. It recommended bans or strong restrictions on flavours, advertising, promotion and sponsorship bans including on social media and influencer marketing, strong age verification and retail controls, clear health warnings and plain packaging, caps on nicotine content, taxation to reduce affordability and deter youth use, surveillance of use patterns and industry tactics, and stronger enforcement of policies.
It also cautioned that nicotine pouches should not be considered risk free. Some products are being sold in multiple strength tiers marketed as “beginners”, “advanced” and “experts”, with nicotine levels labelled at up to 150 mg.
WHO also urged young people to recognise and reject industry tactics designed to normalise nicotine use. “Urgent, coordinated action today can help protect a new generation from nicotine dependence,” it added.