WHO warns nicotine pouch brands targeting youth as sales surge

The World Health Organization (WHO) has issued a stern warning over the rapid global proliferation of nicotine pouch products, which it says are being aggressively marketed to young people amid limited or absent regulation in many countries. The alert comes ahead of World No Tobacco Day on 31 May, an annual campaign that this year will focus specifically on tobacco and nicotine addiction, as well as industry tactics used to attract new, younger users. Nicotine pouches—small sachets placed between the gum and lip that release nicotine through the oral lining—contain nicotine, flavourings, sweeteners and other additives. According to the WHO, global retail sales reached over 23 billion units in 2024, representing more than a 50% increase from the previous year.

“The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace,” said Dr Vinayak Prasad, Head of the WHO’s Tobacco Free Initiative. “Governments must act now with strong, evidence-based safeguards to prevent a new generation from becoming addicted.” The WHO’s first global report on nicotine pouches, *Exposing Marketing Tactics and Strategies Driving the Growth of Nicotine Pouches*, was developed at the request of several countries seeking guidance on how to regulate these products. The global market for nicotine pouches was valued at nearly US$7 billion in 2025.

The WHO warns that nicotine is highly addictive and poses particular risks to children, adolescents and young adults, whose brains are still developing. Exposure to nicotine during adolescence can impair attention, learning and impulse control, increasing the likelihood of long-term dependence and the future use of other nicotine or tobacco products. It also elevates cardiovascular risks. The report highlights widespread industry tactics designed to appeal to younger audiences, including packaging that mimics sweets or popular candy brands, the use of youth-oriented social media influencers, and the promotion of flavours such as fruit, candy and mint.

Nicotine pouches often fall outside existing regulatory frameworks due to their classification as non-tobacco products in some jurisdictions. The WHO is urging governments to adopt comprehensive regulations that cover all nicotine and tobacco products, including mandatory health warnings, restrictions on marketing and flavourings, and limits on nicotine content. It is also calling on young people to recognize and reject industry strategies that normalize nicotine use. The report emphasizes that urgent, coordinated action is needed to shield a new generation from the dangers of nicotine dependence and prevent a repeat of the tobacco epidemic.