WHO raises concerns over nicotine pouches targeting young people

In a new place report, The UN health agency described “deceptive tactics” used by manufacturers to normalize nicotine use among young people.

In addition to social media promotions and advertising targeting younger generations, the packaging of some products imitates popular candy or candy brands, increasing risks for children.

A nicotine pouch is a small pouch placed between the gums and lips that releases nicotine through the lining of the mouth. Usually contains nicotine, flavorings, sweeteners and other additives.

Rapid growth, limited regulation

WHO said Retail sales exceed 23 billion units in 2024, more than halving the quality of the previous year. The global market will be worth nearly $7 billion by 2025.

As global sales increase, WHO says regulations are struggling to keep up, remain weak, or non-existent in much of the world: about 160 countries have no specific regulations for nicotine pouches, while only 16 countries completely ban the sale of the product and another 32 countries regulate it in some form.

Among countries that have regulations, only five states restrict flavors, 26 states prohibit sales to minors, and 21 states prohibit advertising, promotions, and sponsorships.

“The use of nicotine pouches is spreading rapidly, while regulations are struggling to keep up.” said Vinayak Prasad, Head of the Tobacco Free Initiative at WHO. He called on the government to “act now with strong, evidence-based safeguards.”

Long-term and widespread health risks

WHO emphasizes that nicotine itself is highly addictive and very dangerous for children, teenagers and young adults whose brains are still developing.

The agency warned against that Exposure to nicotine during adolescence can affect attention, learning and brain developmentwhile early use may increase the likelihood of long-term dependence and future use of nicotine and other tobacco products.

Nicotine use is also associated with increased cardiovascular risk.

Several nicotine pouch products were reportedly marketed in different strength categories labeled “beginner,” “advanced” and “expert,” with nicotine concentrations as high as 150 milligrams.

WHO also warns that these products should not be considered risk-free.

Youth-focused marketing tactics

The report details a series of industry marketing strategies designed to attract young consumers.

These include:

• Bright, discreet and sleek packaging;
• Flavors inspired by sweet flavors like bubble gum 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 judicious use in smoke-free schools and environments.

WHO also warned about this some of the packaging resembles popular candy or confectionery brandsincreases the risk for younger children.

“Governments are seeing the use of these products spread rapidly, especially among teenagers and young people who are aggressively targeted by deceptive tactics,” said Etienne Krug, Director of the Department of Determinants of Health at WHO.

Highlighting that these products are designed to be addictive, Dr. Krug says that there is there is a strong need to protect young people from “industrial manipulation.”

Call for immediate action

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

Recommended steps include:

• Prohibit or strictly limit flavors;
• Prohibit advertising, sponsorship and promotion, including on social media;
• Introducing age verification and robust retail controls;
• Requires plain packaging and clear health warnings;
• Setting limits on nicotine content;
• Raising taxes to reduce affordability and discourage use by younger generations;
• Monitor usage trends and industry marketing tactics; And
• Strengthen law enforcement measures.

This report is part of WHO’s broader campaign going forward World No Tobacco Daywhich this year focuses on nicotine and tobacco addiction and the tactics the industry is using to attract a new generation of users.