in a new report, The United Nations health agency described “deceptive tactics” used by manufacturers to normalize nicotine use among young people.
In addition to social media promotions and advertisements targeting young people, the packaging of some products mimics sweets or popular candy brands, increasing the risk to children.
Nicotine pouches are small pouches placed between the gum and lip that release nicotine through the lining of the mouth. These usually contain nicotine, flavors, sweeteners, and other additives.
Rapid growth, limited regulation
Who Said Retail sales are expected to exceed 23 billion units in 2024, more than half of the previous year’s sales. The global market is expected to be worth approximately $7 billion in 2025.
As global sales increase, WHO said regulation is struggling to keep pace, remaining weak, or non-existent in most parts of the world: about 160 countries have no specific regulations for nicotine pouches, while only 16 countries ban their sale entirely and 32 others regulate them in some form.
Of the countries where regulations are in place, only five countries ban flavours, 26 countries ban sales to minors and 21 countries ban advertising, promotion and sponsorship.
“Nicotine pouch use is spreading rapidly, while regulation is struggling to keep pace,” 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 widespread health risks
WHO stressed that nicotine itself is highly addictive and particularly harmful to children, adolescents and young adults whose brains are still developing.
The agency has given this warning Nicotine use during adolescence may affect attention, learning and brain developmentWhile initial use may increase the likelihood of long-term dependence and future use of other nicotine and tobacco products.
Nicotine use is also linked to increased cardiovascular risk.
Some nicotine pouch products are reportedly marketed in several strength ranges labeled “beginner”, “advanced”, and “expert”, with nicotine concentrations reaching up to 150 mg.
WHO also warned that such products should not be considered risk-free.
Youth-Focused Marketing Strategy
The report details a range of industry marketing strategies designed to attract young consumers.
These include:
- Bright, discreet and sleek packaging;
- Sweet-inspired flavors like bubble gum and gummy bears;
- influencer marketing and extensive promotion on social media platforms;
- Sponsoring concerts, festivals and sporting events;
- aspirational lifestyle advertising; And
- Message encouraging judicious use and smoke-free environment in schools.
WHO also warned Some packaging resembles sweets or popular confectionery brandsThe danger to small children is increasing.
“Governments are seeing that the use of these products is spreading rapidly, especially among adolescents and youth, who are being aggressively targeted by deceptive tactics,” said Etienne Krug, director of the Department of Health Determinants at WHO.
Highlighting that those products are engineered for addiction, Dr. Krug said that There is a dire need to protect the youth from “industry manipulation”.
call for immediate action
WHO is urging governments to adopt comprehensive regulations covering all tobacco and nicotine products, including nicotine pouches.
Recommended measures include:
- Banning or strictly limiting flavors;
- banning advertising, sponsorships and promotions, including on social media;
- Introducing stronger age-verification and retail controls;
- requiring plain packaging and clear health warnings;
- setting limits on nicotine content;
- raising taxes to reduce affordability and discourage youth use;
- monitoring usage trends and industry marketing strategy; And
- Strengthening enforcement measures.
This report is part of a broader WHO campaign World No Tobacco DayWhich this year focuses on nicotine and tobacco addiction and the tactics used by the industry to attract a new generation of users.
