The World Health Organization (WHO) warns about the rapid growth and aggressive marketing of nicotine pouches, especially targeting youth, amid limited regulation worldwide. Nicot…
The story
The report comes in the lead-up to World No Tobacco Day (31 May), which this year will focus on tobacco and nicotine addiction and the tactics used by industry to hook 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, flavourings, sweeteners and other additives. Retail sales of nicotine pouches reached over 23 billion units in 2024, increasing by more than 50% from previous year.
Details
“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 entitled, 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 of nicotine pouch products was worth 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 increases cardiovascular risk.
The report highlights widespread industry tactics to appeal to younger audiences, including:
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.
Why it matters
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