In a new report, the UN health agency described the “deceptive tactics” used by manufacturers to normalize nicotine use among young people.
In addition to social media promotion and advertising aimed at youth, packaging of some products mimics candy or popular candy brands, increasing the risk to children.
Nicotine pouches are small pouches placed between the gum and the lip that release nicotine through the mucous membrane in the mouth. They usually contain nicotine, flavors, sweeteners and other additives.
Fast growth, limited regulation
The WHO said retail sales exceeded 23 billion units by 2024, more than half the quality more than what was sold the year before. The global market was valued at nearly $7 billion by 2025.
While global sales are rising, the WHO said regulation is struggling to keep up, remaining weak or non-existent in large parts of the world: About 160 countries have no specific regulations on nicotine pouches, while only 16 countries ban their sale entirely and 32 others regulate them in some form.
Among the countries with regulations in place, only five restrict tastings, 26 prohibit sales to minors and 21 prohibit advertising, promotion and sponsorship.
“The use of nicotine pouches is spreading rapidly as regulation struggles to keep up,” said Vinayak Prasad, head of the Tobacco Free Initiative at WHO. He called on governments to “act now with strong, evidence-based safeguards.“
Long-term and far-reaching health risks
The WHO stressed that nicotine itself is highly addictive and particularly harmful to children, adolescents and young adults whose brains are still developing.
The agency warned about it nicotine exposure during adolescence can affect attention, learning and brain developmentwhile early use may increase the likelihood of long-term addiction and future use of other nicotine and tobacco products.
Nicotine use is also associated with increased cardiovascular risk.
Some nicotine pouch products are reportedly marketed in multiple strength categories labeled “beginner,” “advanced,” and “expert,” with nicotine concentrations reaching as high as 150 milligrams.
The WHO also warned that such products should not be considered risk-free.
Youth-focused marketing tactics
The report details a number of industry marketing strategies designed to attract younger consumers.
These include:
- Light, discreet and slim packaging;
- Candy-inspired flavors such as gum and gummy bears;
- Influencer marketing and extensive promotion on social media platforms;
- Sponsorship of concerts, festivals and sporting events;
- Aspirational lifestyle advertising; and
- Messages encouraging discreet use in schools and smoke-free environments.
The WHO also warned about it some packaging is reminiscent of sweets or popular confectionery brandsincreases the risk for younger children.
“Governments are seeing that the use of these products is spreading rapidly, especially among youth and young adults who are aggressively targeted by deceptive tactics,” said Etienne Krug, director of the Department of Health Determinants at WHO.
Dr. Emphasizing that these products are designed to be addictive, Krug said that they are a strong need to protect the young from “industrial manipulation.”
Urges quick action
WHO encourages governments to adopt comprehensive regulations covering all tobacco and nicotine products, including nicotine pouches.
Recommended measures include:
- Prohibits or severely restricts taste;
- Prohibition of advertising, sponsorship and promotion, including on social media;
- Introduction of strong age verification and retail control;
- Requires plain packaging and clear health warnings;
- Setting nicotine content limits;
- Raising taxes to reduce affordability and discourage youth use;
- Monitoring usage trends and industry marketing tactics; and
- Strengthening enforcement measures.
The report is part of the wider WHO campaign ahead of World No Tobacco Day, which this year focuses on nicotine and tobacco addiction and the tactics used by the industry to hook a new generation of users.
