WHO Warns of Rising Youth Nicotine Pouch Use

Nicotine pouch products are being aggressively marketed to adolescents and young people.

The World Health Organization (WHO) has warned that brightly coloured nicotine pouches promoted through social media influencers, music festivals and youth-focused advertising are driving a rapid rise in nicotine use among young people worldwide.

In a new report released on Friday, the UN health agency highlighted what it described as “deceptive tactics” used by manufacturers to normalise nicotine consumption among adolescents and young adults.

WHO said some products use packaging that mimics sweets or popular candy brands, increasing the risk of accidental use among children.

Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the lining of the mouth. They typically contain nicotine, flavourings, sweeteners and other additives.

Rapid Growth, Limited Regulation

According to WHO, retail sales of nicotine pouches exceeded 23 billion units in 2024, more than double the volume sold the previous year. The global market was valued at nearly $7 billion in 2025.

Despite the rapid growth, WHO said regulations remain weak or non-existent in many parts of the world. Around 160 countries currently have no specific rules governing nicotine pouches, while only 16 countries have completely banned their sale and 32 others regulate them in some form.

Among countries with regulations in place, only five restrict flavours, 26 prohibit sales to minors and 21 ban advertising, promotion and sponsorship.

Vinayak Prasad, head of WHO’s Tobacco Free Initiative, urged governments to introduce stronger safeguards based on scientific evidence.

“The use of nicotine pouches is spreading rapidly while regulation struggles to keep pace,” he said.

Long-Term Health Risks

WHO stressed that nicotine is highly addictive and especially harmful to children, adolescents and young adults whose brains are still developing.

The agency warned that nicotine exposure during adolescence can negatively affect attention, learning ability and brain development. Early nicotine use may also increase the likelihood of long-term addiction and future use of tobacco products.

Nicotine consumption is also linked to increased cardiovascular risks.

Some nicotine pouch products are reportedly marketed in multiple strength categories labelled “beginners”, “advanced” and “experts”, with nicotine concentrations reaching as high as 150 milligrams.

WHO cautioned that such products should not be considered risk-free.

Youth-Targeted Marketing

The report detailed several marketing strategies designed to attract younger consumers, including colourful and discreet packaging, sweet-inspired flavours such as bubble gum and gummy bears, influencer marketing and extensive promotion on social media platforms.

Manufacturers also promote the products through concerts, festivals and sporting events while using lifestyle-focused advertising that encourages discreet use in schools and smoke-free environments.

WHO warned that some packaging closely resembles confectionery brands, increasing the risk of accidental consumption by children.

Etienne Krug said young people are being aggressively targeted through deceptive marketing tactics.

“These products are engineered for addiction,” he said, stressing the need to protect youth from industry manipulation.

WHO Calls for Action

WHO has urged governments to adopt comprehensive regulations covering all tobacco and nicotine products, including nicotine pouches.

Recommended measures include banning or restricting flavours, prohibiting advertising and sponsorship, introducing stricter age-verification systems, requiring plain packaging and health warnings, setting limits on nicotine content and increasing taxes to reduce affordability among young people.

The report forms part of WHO’s wider campaign ahead of World No Tobacco Day, which this year focuses on nicotine addiction and industry tactics aimed at attracting a new generation of users.