The World Health Organization (WHO) has issued a strong warning today concerning the rapid global expansion of nicotine pouch products, which are being aggressively marketed toward adolescents and young people. The WHO notes that regulation in numerous countries is either limited or entirely absent, raising concerns about youth nicotine addiction and associated health risks.
This report comes ahead of World No Tobacco Day (31 May), which this year will center on tobacco and nicotine addiction, as well as the tactics employed by the industry to ensnare 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, flavorings, sweeteners, and other additives. Retail sales of nicotine pouches reached over 23 billion units in 2024, marking an increase of more than 50% from the previous year.
"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 for WHO. "Governments must act now with strong, evidence-based safeguards."
WHO's first global report on the topic, titled *Exposing marketing tactics and strategies driving the growth of nicotine pouches*, was developed in response to requests from countries seeking authoritative guidance from WHO on nicotine pouches and how governments should respond. The global market for nicotine pouch products was valued at nearly US$ 7 billion in 2025.
WHO emphasizes that nicotine itself is highly addictive and harmful, particularly for children, adolescents, and young adults whose brains are still developing. Nicotine exposure during adolescence can affect brain development, including impacts on 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 raises cardiovascular risk.
Regulatory gaps leave youth exposed
Nicotine pouches often slip through regulatory cracks:
- Around 160 countries have no specific regulation; - 16 countries ban their sale; and - 32 countries regulate them in some form, including: - 5 restricting flavors, - 26 restricting sales to minors, - 21 banning advertising, promotion, and sponsorship.
Marketing tactics designed to attract young users
The report highlights widespread industry tactics aimed at appealing to younger audiences, including:
- Sleek, discreet packaging; - Flavors 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 mimics sweets or popular candy brands, increasing risks to young children.
The report warns that all of these tactics are designed to normalize nicotine use, lower perceptions of risk, and draw a new generation of users into nicotine addiction.
Call for urgent action
WHO urges governments to adopt comprehensive regulation covering all tobacco and nicotine products, including nicotine pouches. Recommended measures include:
- Bans or strong restrictions on flavors; - Advertising, promotion, and sponsorship bans, including on social media and use of influencers; - Strong age-verification and retail controls; - Clear health warnings and plain packaging; - Caps on the amount of nicotine allowed; - Taxation to reduce affordability and deter youth use; - Surveillance of use patterns and industry tactics; and - Strong enforcement of policies.
Nicotine pouches should not be considered risk-free. Yet, some products are being sold in multiple strength tiers marketed as "beginners," "advanced," and "experts," with nicotine amounts labeled at up to 150 mg.
WHO urges young people to recognize and reject industry tactics designed to make nicotine use seem normal. Urgent, coordinated action today can help protect a new generation from nicotine dependence.
Notes to editors
The report builds on the report of the WHO Study Group on Tobacco Product Regulation and WHO's report to the Framework Convention on Tobacco Control. It responds directly to Member State requests for evidence and policy guidance on nicotine pouches.
Relevant reference sections
- Chapter 4 - WHO study group on tobacco product regulation. Report on the scientific basis of tobacco product regulation: ninth report of a WHO study group. Geneva: World Health Organization; 2023 (WHO Technical Report Series, No. 1047). Licence: CC BY-NC-SA 3.0 IGO. - FCTC/COP10/6 (pages 16 and 17) - Progress report on technical matters related to Articles 9 and 10 of the WHO FCTC (Regulation of contents and disclosure of tobacco products, including waterpipe, smokeless tobacco and heated tobacco products). July 2023
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