WHO Raises Alarm Over Rapid Global Expansion of Nicotine Pouch Products
The World Health Organisation (WHO) has issued a strong warning over the rapid global expansion of nicotine pouch products, which are being aggressively marketed to adolescents and young people. The organisation lamented that regulation in many countries is limited or absent, raising concerns about youth nicotine addiction and related health risks.
The report comes ahead of World No Tobacco Day 2026, which this year focuses on tobacco and nicotine addiction and the tactics used by the industry to attract a new generation of users. 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.
According to the WHO, retail sales of nicotine pouches reached more than 23 billion units in 2024, representing an increase of over 50 per cent from the previous year. Unit Head of the Tobacco Free Initiative at WHO, Dr Vinayak Prasad, observed that the use of nicotine pouches is spreading rapidly while regulation struggles to keep pace. “Governments must act now with strong, evidence-based safeguards,” he said.
WHO’s first global report, titled Exposing Marketing Tactics and Strategies Driving the Growth of Nicotine Pouches, was developed in response to requests from countries seeking guidance on nicotine pouches and how governments should respond. The global nicotine pouch market was valued at nearly $7 billion in 2025.
WHO emphasised that nicotine itself is highly addictive and harmful, particularly for children, adolescents and young adults whose brains are still developing. The organisation noted that nicotine exposure during adolescence can affect brain development, including attention and learning, adding that early nicotine use can increase the likelihood of long-term dependence and future use of other nicotine and tobacco products. It also warned that nicotine use increases cardiovascular risk and said regulatory gaps leave many young people exposed because nicotine pouches often fall outside existing tobacco control laws.
WHO revealed that around 160 countries currently have no specific regulation for nicotine pouches, while 16 countries have banned their sale. And 32 countries regulate them in some form. According to the report, five countries restrict flavours, 26 restrict sales to minors and 21 prohibit advertising, promotion and sponsorship.
Director of the Department of Health Determinants, Promotion and Prevention at WHO, Dr Etienne Krug, said governments are witnessing the rapid spread of these products, especially among adolescents and young people targeted through deceptive marketing tactics. “These products are engineered for addiction. There is a strong need to protect our youth from industry manipulation,” he said.
The report highlighted widespread industry tactics designed to appeal to younger audiences, including sleek and discreet packaging, flavours such as bubble gum and gummy bears, influencer marketing, heavy social media promotion, sponsorship of concerts, festivals and sports events including Formula One, aspirational lifestyle branding and messaging that encourages discreet use in schools and smoke-free settings.
WHO stated that some packaging mimics sweets or popular candy brands, increasing the risk of accidental use by young children. The report warned that such tactics are intended to normalise nicotine use, lower perceptions of risk and draw a new generation into nicotine addiction.
WHO urged governments to adopt comprehensive regulations covering all tobacco and nicotine products, including nicotine pouches. Recommended measures include bans or strong restrictions on flavours, advertising and sponsorship, including on social media and influencer marketing, strong age-verification systems, clear health warnings, plain packaging, nicotine caps, taxation to reduce affordability, surveillance of usage patterns and tougher enforcement of regulations.
The organisation also urged young people to recognise and reject industry tactics designed to make nicotine use appear normal, stressing that urgent and coordinated action is needed to protect future generations from nicotine dependence.
