WHO Warns of Rapid Global Rise in Nicotine Pouch Use Among Youth as Regulation Falls Behind

Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the lining of the mouth.

The World Health Organization (WHO) has issued a strong global warning over the rapid expansion of nicotine pouch products, raising concerns that aggressive marketing tactics and weak regulation are exposing millions of adolescents and young people to nicotine addiction and serious health risks.

The warning comes ahead of World No Tobacco Day on 31 May, which this year will focus on tobacco and nicotine addiction and the strategies used by the tobacco and nicotine industry to attract a new generation of users.

WHO says nicotine pouches are spreading rapidly across global markets while regulations in many countries remain either limited or completely absent, creating what health experts describe as a growing public health concern.

Nicotine Pouches Growing Rapidly Worldwide

Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the lining of the mouth.

The products typically contain:

• Nicotine

• Sweeteners

• Flavourings

• Chemical additives

• Plant-based fibres

Unlike cigarettes or some smokeless tobacco products, nicotine pouches do not require combustion or spitting, making them easier to use discreetly.

According to WHO, global retail sales of nicotine pouches surpassed 23 billion units in 2024, representing an increase of more than 50 percent compared with the previous year.

The global nicotine pouch market was estimated to be worth nearly US$7 billion in 2025, reflecting the rapidly expanding popularity of these products, particularly among younger consumers.

"The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace," said Dr Vinayak Prasad, Head of WHO's Tobacco Free Initiative.

"Governments must act now with strong, evidence-based safeguards."

WHO Releases First Global Report on Nicotine Pouches

The warning accompanies WHO's first global report on nicotine pouches titled "Exposing Marketing Tactics and Strategies Driving the Growth of Nicotine Pouches."

The report was developed in response to requests from governments seeking guidance on how to regulate the emerging products and address growing public health concerns.

WHO says the report highlights the urgent need for stronger policies to prevent nicotine addiction, especially among children and adolescents.

Youth and Adolescents Face Major Health Risks

WHO emphasized that nicotine itself is highly addictive and poses particular dangers for young people whose brains are still developing.

Health experts warn that nicotine exposure during adolescence can:

• Affect brain development

• Harm attention and concentration

• Impact learning and memory

• Increase long-term addiction risks

• Raise the likelihood of future tobacco use

• Increase cardiovascular risks

WHO noted that early exposure to nicotine can significantly increase the chances of long-term dependence and later use of other tobacco or nicotine products.

The organization stressed that nicotine pouches should not be considered harmless alternatives simply because they do not involve smoking.

Weak Regulations Leave Millions Exposed

One of WHO's main concerns is that nicotine pouches are often poorly regulated or completely unregulated in many parts of the world.

According to the report:

• Around 160 countries currently have no specific regulations covering nicotine pouches

• 16 countries have banned their sale entirely

• 32 countries regulate them in some form

Among the countries with regulations:

• 5 restrict flavours

• 26 prohibit sales to minors

• 21 ban advertising, sponsorship, and promotion

WHO warned that these regulatory gaps allow the industry to aggressively market the products to younger audiences with limited oversight.

"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 WHO's Department of Health Determinants, Promotion and Prevention.

"These products are engineered for addiction and there is a strong need to protect our youth from industry manipulation."

Industry Marketing Tactics Target Young Consumers

The WHO report highlights a wide range of marketing strategies used by manufacturers to make nicotine pouches appealing to adolescents and young adults.

According to WHO, companies are using:

• Sleek and discreet packaging

• Sweet flavours such as bubble gum and gummy bears

• Influencer marketing campaigns

• Heavy social media promotion

• Sponsorship of music festivals, concerts, and sporting events

• Lifestyle and image-focused branding

• Messaging encouraging discreet use in schools and smoke-free areas

WHO also warned that some product packaging closely resembles sweets or popular candy brands, increasing the risk of accidental use by young children.

Health officials say these marketing tactics are specifically designed to:

• Normalize nicotine consumption

• Reduce perceptions of harm

• Make products appear fashionable

• Attract first-time users

• Build long-term addiction among youth

Concerns Over Extremely High Nicotine Levels

WHO also expressed concern about the extremely high nicotine concentrations found in some products currently on the market.

Some nicotine pouches are being sold in different "strength tiers" labelled for:

• Beginners

• Advanced users

• Experts

Certain products reportedly contain nicotine levels as high as 150 milligrams, which WHO warns can significantly increase addiction risks and potential health harms.

Experts fear that high-strength products could rapidly intensify nicotine dependence among inexperienced or young users.

WHO Calls for Urgent Global Action

WHO is urging governments worldwide to introduce comprehensive regulations covering all tobacco and nicotine products, including nicotine pouches.

The organization recommends several urgent measures, including:

Restrictions on Flavours

WHO says sweet and candy-like flavours should either be banned or heavily restricted because they are particularly attractive to young users.

Advertising and Sponsorship Bans

The organization is calling for strict bans on:

• Advertising

• Social media promotions

• Influencer marketing

• Sponsorship of sports and entertainment events

Stronger Age Controls

WHO recommends strict age-verification systems and tighter retail controls to prevent sales to minors.

Health Warnings and Plain Packaging

The report urges governments to require clear health warnings and plain packaging to reduce product appeal.

Nicotine Limits

WHO also supports introducing caps on the amount of nicotine permitted in products.

Higher Taxes

Taxation measures are recommended to reduce affordability and discourage youth consumption.

Monitoring and Enforcement

Governments are also being encouraged to strengthen surveillance systems to monitor:

• Usage trends

• Industry tactics

• Marketing practices

• Youth exposure

WHO emphasized that strong enforcement mechanisms are necessary to ensure regulations are effective.

World No Tobacco Day Focuses on Industry Tactics

The organization said this year's World No Tobacco Day campaign will focus heavily on exposing how tobacco and nicotine companies attempt to recruit new users through sophisticated marketing strategies.

WHO warned that as cigarette smoking declines in some regions, companies are increasingly promoting alternative nicotine products to maintain long-term consumer dependence.

The organization stressed that protecting young people from nicotine addiction must remain a global public health priority.

WHO Urges Young People to Reject Industry Manipulation

In its final message, WHO urged adolescents and young adults to recognize and resist marketing tactics designed to make nicotine use appear normal, fashionable, or harmless.

The organization warned that without urgent and coordinated action, a new generation could become dependent on nicotine products marketed under the image of modern lifestyle and convenience.

WHO says stronger global regulation, public awareness, and prevention efforts are essential to prevent rising nicotine addiction among youth and safeguard future public health.