The WHO warned that nicotine pouch brands are targeting teenagers through flavours, influencers and social media marketing as global sales surge.
GENEVA: The World Health Organization has issued a strong global warning over the rapid rise of nicotine pouch products, accusing manufacturers of aggressively targeting adolescents and young adults through marketing tactics designed to normalise nicotine use. Health officials said nicotine pouch brands are expanding quickly across international markets while regulations in many countries remain weak or completely absent.
The warning comes ahead of World No Tobacco Day on 31 May, which this year focuses on nicotine addiction and industry strategies aimed at attracting younger consumers. According to WHO, retail sales of nicotine pouches exceeded 23 billion units in 2024, marking an increase of more than 50 per cent compared with the previous year. The global market value for nicotine pouch brands is also expected to approach US$7 billion in 2025.
Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the mouth lining. WHO said the products often contain flavourings, sweeteners and additives that make them more appealing to younger users. Officials warned that nicotine exposure during adolescence can affect brain development, learning ability and attention span while increasing the risk of long-term addiction and cardiovascular problems.
The organisation’s latest report highlighted tactics used by nicotine pouch brands to attract younger audiences, including bubble gum flavours, influencer campaigns, social media promotions and sponsorships linked to concerts, festivals and Formula 1 events. Some products reportedly use packaging similar to sweets and candy brands, increasing concerns about accidental use by children.
WHO officials urged governments to introduce stricter regulations including flavour bans, age-verification systems, advertising restrictions and stronger health warnings. Authorities also called for taxation measures and tighter monitoring of online promotions aimed at younger audiences.
The agency stressed that nicotine pouch brands should not be viewed as risk-free alternatives and warned that urgent international action is needed to prevent a new generation from developing nicotine dependence.
