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 said regulation in many countries remains limited or absent, raising serious concerns about youth addiction and long-term health risks.
In a statement released ahead of World No Tobacco Day on May 31, WHO said this year’s campaign would focus on tobacco and nicotine addiction as well as industry tactics targeting new users.
Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the oral lining. They typically contain nicotine, flavourings, sweeteners and other additives.
Global retail sales reached more than 23 billion units in 2024, representing over 50 per cent growth compared to the previous year.
Dr Vinayak Prasad, Head of the Tobacco-Free Initiative at WHO, said nicotine pouch use was spreading rapidly while regulation struggled to keep pace.
He urged governments to act quickly with strong, evidence-based regulations to protect public health, especially among young people.
The WHO report, titled “Exposing Marketing Tactics and Strategies Driving the Growth of Nicotine Pouches,” was developed to guide countries on effective regulatory responses.
Prasad noted that the global nicotine pouch market was worth nearly seven billion dollars in 2025. He warned that nicotine is highly addictive and particularly harmful to young users, as exposure during adolescence can impair brain development and increase the risk of long-term dependence and cardiovascular disease.
According to WHO, about 160 countries currently have no specific regulations on nicotine pouches, while only a few have partial restrictions or outright bans.
Dr Etienne Krug, WHO Director of Health Determinants, said young people were being heavily targeted through deceptive marketing tactics designed to encourage addiction.
He highlighted flashy packaging, sweet flavours, influencer marketing, sports sponsorships, and social media campaigns as key strategies used to normalise nicotine use and downplay health risks.
Krug urged governments to adopt strict measures including flavour bans, advertising restrictions, age limits, clear health warnings, plain packaging, taxation, and stronger enforcement.
WHO also warned that offering products in varying nicotine strengths further increases the risk of addiction among new users.
