The World Health Organisation (WHO) has raised concern over the rapid global spread of nicotine pouch products, warning that aggressive marketing is driving increased use among adolescents and young people.
The global health body issued the warning in a statement on Friday, noting that regulatory frameworks in many countries remain weak or completely absent, raising fears of rising addiction rates and long-term health risks among youths.
The alert comes ahead of World No Tobacco Day, observed annually on May 31, which this year will focus on tobacco and nicotine addiction as well as industry tactics used to attract new users.
Nicotine pouches are small sachets placed between the gum and lip, where nicotine is absorbed through the mouth lining.
The products typically contain nicotine, flavourings, sweeteners and other chemical additives.
According to WHO, retail sales of nicotine pouches exceeded 23 billion units in 2024, representing more than a 50 per cent increase compared to the previous year.
Dr Vinayak Prasad, Head of the Tobacco-Free Initiative at WHO, said the growth of nicotine pouch use is accelerating faster than global regulation can respond.
He called on governments to urgently adopt strong, evidence-based public health measures to curb the spread of the products.
“The global nicotine pouch market was worth nearly seven billion dollars in 2025,” Prasad said, warning that nicotine remains highly addictive and harmful, particularly to young users.
He added that exposure during adolescence could negatively affect brain development and increase the risk of long-term dependence and cardiovascular diseases.
WHO noted that about 160 countries currently have no specific regulations governing nicotine pouches, while only a small number have introduced partial restrictions or outright bans.
Dr Etienne Krug, WHO Director of Health Determinants, said young people are being deliberately targeted through sophisticated marketing strategies designed to encourage addiction.
He listed tactics such as colourful packaging, sweet flavours, influencer promotions, sports sponsorships and heavy social media advertising as key tools used by the industry.
Krug said these methods are aimed at normalising nicotine use while reducing public perception of its health risks.
He urged governments to introduce strict regulatory measures, including flavour bans, advertising restrictions, age limits, clear health warnings, plain packaging, taxation and stronger enforcement mechanisms.
WHO further warned that some products are sold in varying nicotine strengths, a factor it said increases the likelihood of addiction among first-time users.
The organisation stressed the need for coordinated global action to protect young people from rising nicotine exposure and its associated health consequences.
