The World Health Organization (WHO) has issued a strong warning about the rapid global spread of nicotine pouch products, which are being aggressively marketed to adolescents and young people. The warning comes ahead of World No Tobacco Day, which this year will focus on nicotine addiction and industry tactics aimed at hooking a new generation of users.
Nicotine pouches are small sachets placed between the gum and lip, releasing nicotine into the body. Retail sales reached over 23 billion units in 2024, a more than 50% increase from the previous year, with the global market valued at nearly US$ 7 billion in 2025. WHO stresses that nicotine is highly addictive and harmful, especially for children and young adults, as it can impair brain development, increase long‑term dependence, and raise cardiovascular risks.
Regulation of these products remains weak worldwide. Around 160 countries have no specific rules, 16 ban their sale, and 32 regulate them in some form, such as restricting flavors, limiting sales to minors, or banning advertising. WHO warns that this regulatory gap leaves youth exposed to aggressive marketing and deceptive tactics.
The report highlights industry strategies designed to attract young users, including sleek packaging, candy‑like flavors, influencer promotion, sponsorship of concerts and sports events, and messaging that encourages discreet use in schools. Some packaging even mimics sweets, raising risks for children. These tactics normalize nicotine use, lower perceptions of risk, and drive addiction among young people.
WHO is calling for urgent, comprehensive regulation of nicotine pouches and other tobacco products. Recommended measures include bans on flavors, restrictions on advertising and sponsorship, strong age‑verification systems, plain packaging with health warnings, caps on nicotine levels, taxation to reduce affordability, and surveillance of usage patterns. The organization emphasizes that nicotine pouches are not risk‑free, with some products marketed in strength tiers up to 150 mg of nicotine.
WHO urges governments to act quickly and young people to resist industry manipulation, stressing that coordinated action is essential to protect the next generation from nicotine dependence.
