In a brand new report, the UN well being company described the “misleading techniques” producers use to normalise nicotine use amongst younger individuals.
Along with social media promotion and ads focusing on younger individuals, packaging of some merchandise mimic sweets or common sweet manufacturers, growing dangers to youngsters.
Nicotine pouches are small sachets positioned between the gum and lip that launch nicotine by means of the liner of the mouth. They often include nicotine, flavourings, sweeteners and different components.
Speedy development, restricted regulation
WHO stated retail gross sales exceeded 23 billion items in 2024, over half the standard greater than what was offered the earlier yr. The worldwide market was valued at almost $7 billion in 2025.
As international gross sales surge, WHO stated regulation struggles to maintain tempo, remaining weak, or non-existent in a lot of the world: round 160 international locations haven’t any particular rules for nicotine pouches, whereas solely 16 international locations ban their sale completely and 32 others regulate them in some type.
Among the many international locations with rules in place, solely 5 prohibit flavours, 26 prohibit gross sales to minors and 21 ban promoting, promotion and sponsorship.
“The usage of nicotine pouches is spreading quickly, whereas regulation struggles to maintain tempo,” stated Vinayak Prasad, Head of the Tobacco Free Initiative at WHO. He known as on governments to “act now with robust, evidence-based safeguards.”
Lengthy-term and wide-ranging well being dangers
WHO confused that nicotine itself is extremely addictive and significantly dangerous to youngsters, adolescents and younger adults whose brains are nonetheless creating.
The company warned that nicotine publicity throughout adolescence can have an effect on consideration, studying and mind improvementwhereas early use could improve the probability of long-term dependence and future use of different nicotine and tobacco merchandise.
Nicotine use can be related to elevated cardiovascular danger.
Some nicotine pouch merchandise are reportedly marketed in a number of power classes labelled “novices”, “superior” and “specialists”, with nicotine concentrations reaching as excessive as 150 milligrams.
WHO additionally cautioned that such merchandise shouldn’t be thought of risk-free.
Youth-focused advertising and marketing techniques
The report particulars a spread of business advertising and marketing methods designed to draw youthful customers.
These embody:
- Brilliant, discreet and glossy packaging;
- Candy-inspired flavours equivalent to bubble gum and gummy bears;
- Influencer advertising and marketing and intensive promotion on social media platforms;
- Sponsorship of concert events, festivals and sporting occasions;
- Aspirational life-style promoting; and
- Messaging encouraging discreet use in faculties and smoke-free environments.
WHO additionally warned that some packaging resembles sweets or common confectionery manufacturersgrowing dangers for youthful youngsters.
“Governments are seeing using these merchandise unfold rapidly, particularly amongst adolescents and younger people who find themselves being aggressively focused by misleading techniques,” stated Etienne Krug, Director of Well being Determinants Division at WHO.
Highlighting that these merchandise are engineered for dependancy, Dr. Krug stated that there’s a robust want to guard the youth from “business manipulation.”
Requires pressing motion
WHO is urging governments to undertake complete rules protecting all tobacco and nicotine merchandise, together with nicotine pouches.
Really useful measures embody:
- Banning or strictly limiting flavours;
- Prohibiting promoting, sponsorship and promotion, together with on social media;
- Introducing robust age-verification and retail controls;
- Requiring plain packaging and clear well being warnings;
- Setting limits on nicotine content material;
- Elevating taxes to cut back affordability and discourage youth use;
- Monitoring utilization tendencies and business advertising and marketing techniques; and
- Strengthening enforcement measures.
The report kinds a part of the broader WHO marketing campaign forward of World No Tobacco Daywhich this yr focuses on nicotine and tobacco dependancy and the techniques utilized by business to hook a brand new era of customers.
