In a new report, the UN health agency described the “deceptive tactics” manufacturers use to normalize nicotine use among young people.
In addition to social media promotion and youth-targeted ads, some product packaging imitates popular candy or candy brands, increasing risks for children.
Nicotine pouches are small pouches that sit between your gum and lip and release nicotine through the lining of your mouth. They usually contain nicotine, flavors, sweeteners and other additives.
Fast growth, limited regulation
The WHO said retail sales will exceed 23 billion units in 2024, more than half the quality sold the previous year. The global market was valued at almost $7 billion in 2025.
As global sales increase, the WHO said regulation is struggling to keep pace, and remains weak or non-existent in much of the world: around 160 countries have no specific regulations for nicotine pouches, while only 16 countries ban their sale entirely and another 32 regulate them in some form.
Among countries with regulations in place, only five restrict flavors, 26 prohibit sales to minors, and 21 prohibit advertising, promotion and sponsorship.
“The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace.“said Vinayak Prasad, director of the WHO’s Tobacco Free Initiative, calling on governments to “act now with strong, evidence-based safeguards.“
Long-term and wide-ranging health risks
The WHO highlighted that nicotine itself is highly addictive and particularly harmful to children, adolescents and young adults whose brains are still developing.
The agency warned that Nicotine exposure during adolescence can affect attention, learning, and brain development.while early use may increase the likelihood of long-term dependence and future use of other nicotine and tobacco products.
Nicotine consumption is also associated with increased cardiovascular risk.
Some nicotine pouch products are reportedly marketed in multiple strength categories labeled “beginner,” “advanced,” and “expert,” with nicotine concentrations reaching 150 milligrams.
The WHO also warned that such products should not be considered risk-free.
Youth-Focused Marketing Tactics
The report details a variety of industry marketing strategies designed to attract younger consumers.
These include:
- Bright, discreet and elegant packaging;
- Sweet-inspired flavors like bubblegum and gummy bears;
- Influencer marketing and extensive promotion on social media platforms;
- Sponsorship of concerts, festivals and sporting events;
- Aspirational lifestyle advertising; and
- Messages encouraging discreet use in schools and smoke-free environments.
The WHO also warned that some packaging resembles candy or popular confectionery brandsincreasing risks for younger children.
“Governments are seeing the use of these products spread rapidly, especially among adolescents and young people who are being aggressively targeted with deceptive tactics,” said Etienne Krug, Director of the WHO Department of Health Determinants.
Noting that such products are designed for addiction, Dr. Krug said there are a strong need to protect young people from “industry manipulation”.
Calls for urgent action
WHO urges governments to adopt comprehensive regulations covering all tobacco and nicotine products, including nicotine pouches.
Recommended measures include:
- Prohibit or strictly limit flavors;
- Prohibit advertising, sponsorship and promotion, including on social media;
- Introduce strong age verification and retail checks;
- Require plain packaging and clear health warnings;
- Set limits on nicotine content;
- Raise taxes to reduce affordability and discourage consumption among young people;
- Monitor industry usage trends and marketing tactics; and
- Strengthening enforcement measures.
The report is part of the WHO’s broader campaign ahead of World No Tobacco Day, which this year focuses on nicotine and tobacco addiction and the tactics used by the industry to hook a new generation of users.
