WHO calls out aggressive and deceptive marketing of nicotine pouches
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The World Health Organization on Friday warned that nicotine pouches are rapidly spreading across global markets, accusing the tobacco industry of using aggressive marketing tactics to target adolescents and young people.
Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the mouth lining.
WHO said the products are often marketed as “modern”, “discreet” and “tobacco free”, while regulations in many countries have failed to keep pace with their rapid growth.
“Governments are seeing the use of these products spread quickly, especially among adolescents and young people who are being aggressively targeted by deceptive tactics,” said Etienne Krug, head of WHO’s health determinants, promotion and prevention department.
He described the products as “engineered for addiction”.
WHO said sales of nicotine pouches crossed 23 billion units in 2024, rising more than 50 percent from the previous year. The global market was valued at nearly $7 billion, with North America recording the highest sales growth.
The agency said nicotine itself is highly addictive and particularly harmful to young people because their brains are still developing. It warned that nicotine exposure during adolescence can affect attention, learning, and long-term dependence. The report also pointed to cardiovascular and mental health risks linked to nicotine use.
WHO criticised marketing tactics such as candy-like flavours, including bubble gum and gummy bears, influencer promotions, social media campaigns, and sponsorships of concerts and sporting events like Formula 1.
Vinayak Prasad, head of WHO’s Tobacco Free Initiative, questioned claims that nicotine pouches are safer alternatives or smoking cessation tools. “If these products were truly intended primarily as smoking cessation tools for adult smokers, why are they being marketed with candy flavours?” he said.
WHO called on governments to introduce stricter regulations, including flavour bans, advertising restrictions, stronger age verification measures, health warnings, and higher taxes. It said around 160 countries currently have no specific regulations for nicotine pouches.