WHO Issues Urgent Warning Over Global Surge in Nicotine Pouch Use Among Youth

The World Health Organization (WHO) has issued a stark warning regarding the rapid global expansion of nicotine pouches, highlighting a concerted effort by the industry to target adolescents and young people. As these products proliferate, the WHO warns that limited or absent regulation in many countries is creating a crisis of youth nicotine addiction and significant long-term health risks.

This alert comes ahead of World No Tobacco Day on May 31, which will focus on the specific tactics the tobacco industry uses to hook a new generation of users. The WHO’s latest report, Exposing marketing tactics and strategies driving the growth of nicotine pouches, serves as a call to action for governments to close regulatory loopholes before nicotine dependence becomes systemic among youth.

What Are Nicotine Pouches?

Nicotine pouches are small, discreet sachets designed to be placed between the gum and the lip. Unlike traditional smokeless tobacco, these pouches release nicotine through the lining of the mouth without the need for smoking or spitting. While they vary by brand, they typically contain a mixture of nicotine, sweeteners, flavorings, and other additives.

The industry has positioned these products as a modern alternative to smoking, but the WHO emphasizes that they are engineered for addiction. Some products are even sold in strength tiers—labeled as “beginners,” “advanced,” and “experts”—with nicotine concentrations reaching as high as 150 mg.

A Rapidly Expanding Global Market

The growth of the nicotine pouch market has been explosive. In 2024, retail sales exceeded 23 billion units, representing an increase of more than 50% over the previous year. By 2025, the global market value for these products reached nearly US$ 7 billion.

“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.”

The Health Risks: Why Youth Are Most Vulnerable

Nicotine is a highly addictive substance that poses severe risks to children, adolescents, and young adults. Because the human brain continues to develop well into early adulthood, nicotine exposure during these formative years can lead to permanent changes in brain chemistry.

Key health concerns include:

• Cognitive Impairment: Nicotine exposure during adolescence can negatively affect brain development, specifically impacting attention and learning.
• Long-term Dependence: Early initiation of nicotine use significantly increases the likelihood of lifelong addiction and the future use of other tobacco products.
• Cardiovascular Strain: Regular nicotine use increases overall cardiovascular risk.

Deceptive Marketing: The Industry “Playbook”

The WHO report reveals that the tobacco industry uses sophisticated, deceptive tactics to normalize nicotine use and lower the perceived risk among young users. These strategies include:

• Youth-Centric Flavors: The use of appealing flavors, such as bubble gum and gummy bears, to attract children.
• Digital Influence: Heavy promotion on social media and the use of influencers to create a “trendy” image.
• Lifestyle Branding: Sponsorship of high-profile events, including concerts, festivals, and sports such as Formula 1, to associate the products with an aspirational lifestyle.
• Discreet Design: Sleek packaging and messaging that encourages use in schools and other smoke-free environments where traditional smoking would be noticed.

Some packaging even mimics popular candy brands, which the WHO warns increases the risk of accidental ingestion by young children.

A Global Regulatory Gap

Despite the risks, the WHO found that nicotine pouches often fall through regulatory cracks. The current global landscape reveals a dangerous lack of oversight:

• 160 countries have no specific regulations regarding nicotine pouches.
• 32 countries have some form of regulation, though these are often limited (e.g., 26 restrict sales to minors, 21 ban advertising, and only 5 restrict flavors).
• 16 countries have banned the sale of these products entirely.

“These products are engineered for addiction and there is a strong need to protect our youth from industry manipulation,” said Dr. Etienne Krug, Director of Department of Health Determinants, Promotion and Prevention at WHO.

WHO’s Recommended Safeguards

To combat this trend, the WHO urges governments to implement comprehensive regulations that treat nicotine pouches with the same rigor as traditional tobacco products. Recommended measures include:

• Strict Bans: Prohibiting flavors and banning all advertising, promotion, and sponsorship, including social media and influencer partnerships.
• Retail Controls: Implementing strong age-verification systems and retail enforcement.
• Product Standards: Mandating plain packaging, clear health warnings, and placing strict caps on the amount of nicotine allowed per pouch.
• Economic Deterrents: Applying taxation to reduce affordability, particularly for youth.
• Active Monitoring: Establishing surveillance systems to track use patterns and industry tactics.

The WHO concludes that nicotine pouches are far from risk-free. It urges young people to recognize and reject industry tactics designed to make nicotine use seem normal, emphasizing that coordinated global action is the only way to protect the next generation from dependence.