WHO Sounds Alarm on Nicotine Pouches as Sales Boom and Youth Are Targeted

A Growing Concern Among Health Leaders

The World Health Organization (WHO) has issued a strong new warning about the rapid global rise of nicotine pouches. These small, tobacco-free sachets are being marketed aggressively, and health officials fear that young people are the main target. As sales explode and regulation lags behind, the WHO is calling on governments to take swift, science-based action to protect adolescents and young adults from nicotine addiction.

What Exactly Are Nicotine Pouches?

Nicotine pouches are tiny bags that a user slips between their gum and upper lip. They look like slender white rectangles and contain a powder filled with nicotine, flavorings, sweeteners, and other additives. Unlike chewing tobacco or snus, most nicotine pouches do not contain any tobacco leaf. Instead, they use synthetic or extracted nicotine. Once in place, the lining of the mouth absorbs the nicotine directly into the bloodstream. Users get a quick hit of nicotine without smoking or vaping.

Because there is no smoke or vapor, some people assume these products are harmless. But health experts explain that nicotine itself is a potent chemical, and it can be especially damaging to young, developing brains. Pouches come in a range of flavors—from mint and citrus to candy-like fruit blends—and are sold in varying strengths. Some brands label their products as “beginners,” “advanced,” and “experts,” with nicotine levels that can reach a staggering 150 milligrams.

Sales Numbers That Are Hard to Ignore

The numbers behind the nicotine pouch industry are striking. According to the WHO report, retail sales of nicotine pouches hit more than 23 billion units in 2024. That represents an increase of over 50 percent compared to the previous year. As more countries see these products on store shelves, the global market for nicotine pouches was worth nearly US$ 7 billion in 2025.

The explosive growth has prompted the WHO to produce its first global report focused entirely on nicotine pouches. The document, titled Exposing marketing tactics and strategies driving the growth of nicotine pouches, was created in response to requests from member states. Countries wanted authoritative guidance on what nicotine pouches are, how they are being promoted, and what governments should do to regulate them.

Why Young People Are Especially at Risk

The adolescent brain is still under construction. Important processes like forming connections, strengthening memory pathways, and developing impulse control continue well into a person’s early twenties. Nicotine can hijack this delicate system. According to the WHO, nicotine exposure during adolescence can interfere with brain development, leading to problems with attention, learning, and memory. Early use also significantly raises the odds that a person will become dependent on nicotine for life and may later use other tobacco products, such as cigarettes or vapes.

“The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace,” said Dr. Vinayak Prasad, Unit Head of the Tobacco Free Initiative for WHO. He stressed that governments must act now with strong, evidence-based safeguards. His words echo a growing frustration among public health experts: a product that hooks young brains is moving faster than the rules meant to control it.

Apart from brain health, nicotine also increases cardiovascular risk. It pushes up heart rate and blood pressure, places extra strain on blood vessels, and over time can contribute to heart disease. For teenagers and young adults who may feel invincible, these long-term consequences are often invisible—until it is too late.

Marketing Tactics Borrowed from a Familiar Playbook

The WHO report highlights how the nicotine pouch industry is using many of the same playbooks once used by cigarette and vaping companies to attract young users. The goal is to normalize nicotine and make the product feel like a harmless lifestyle choice. Some of the tactics uncovered include:

• Designing packaging that mimics popular sweet and candy brands, which increases the risk of accidental ingestion by very young children.
• Using bright colors, sleek shapes, and trendy language that appeals directly to teenagers and young adults.
• Pricing products affordably so that young people with limited spending money can buy them.
• Offering flavors such as bubblegum, gummy bear, and tropical fruit that clearly appeal to a younger palate.
• Promoting subtle “discreet” use in schools, at home, or during class through social media influencers who make pouches look like a normal, cool accessory.
• Creating product tiers with names like “beginner” and “expert,” which can downplay the risks and make nicotine experimentation seem like a game.

The Hidden Health Dangers

While nicotine pouches do not contain tobacco leaf or produce smoke, they are far from safe. The WHO emphasizes that nicotine pouches should not be considered risk-free. Nicotine is highly addictive on its own, and dependence can set in quickly, especially in young brains. Once hooked, a young person may find it extremely difficult to quit, and they may begin to use nicotine as a crutch for stress, concentration, or socializing.

Beyond addiction, there are other concerns. The long-term effects of absorbing high doses of nicotine through the mouth are not yet fully understood. Dental problems, gum irritation, and stomach issues are common complaints among regular users. The fact that some pouches contain up to 150 mg of nicotine—much more than what is found in a typical cigarette—is alarming to health professionals. High-nicotine products can cause acute poisoning if used improperly and can intensify withdrawal symptoms when a person tries to stop.

The WHO also warns that nicotine use during adolescence can prime the brain for addiction to other substances later in life. This “gateway” effect means a young person who starts with pouches might later switch to smoking, vaping, or using other tobacco products, amplifying the overall health harm.

Why Regulation Has Not Kept Up

One of the biggest problems is that nicotine pouches often slip through regulatory cracks. In many countries, laws were written with traditional cigarettes or smokeless tobacco in mind. Because oral nicotine pouches are relatively new and often contain no tobacco leaf, they may not be clearly covered by existing tobacco control legislation. This legal gray area allows companies to market their products without the same restrictions that apply to cigarettes—no graphic health warnings, no age verification standards, and sometimes no limits on flavorings or advertising.

The WHO report makes clear that this patchwork approach is dangerous. Without comprehensive rules, the industry can move fast, flood new markets, and build a loyal base of young customers before governments react. The report calls on nations to close these loopholes and ensure that all nicotine products—regardless of whether they contain tobacco leaf—are subject to strong public health regulation.

What Governments Can Do Right Now

The WHO has laid out a set of recommended measures to put the brakes on the nicotine pouch industry’s youth-oriented marketing. These evidence-based steps include:

• Banning all flavors that appeal to youth, including fruit, candy, and dessert varieties.
• Requiring plain, unbranded packaging that eliminates designs mimicking sweets or trendy lifestyle products.
• Setting a legal minimum age for purchase and enforcing it strictly, with meaningful penalties for sellers who break the law.
• Prohibiting advertising, promotion, and sponsorship across social media, sports events, and music festivals that attract young audiences.
• Mandating clear health warnings that emphasize the addictive nature of nicotine and its effects on the developing brain.
• Taxing nicotine pouches at levels high enough to make them unaffordable for price-sensitive young people.
• Including nicotine pouches in comprehensive smoke-free and tobacco-free policies that protect public health.

What Parents, Educators, and Young People Can Do

The issue does not belong to governments alone. Parents and educators play a key role in starting conversations about nicotine pouches. Many adults are simply not aware that these products exist, or they may mistakenly believe they are harmless because they do not involve smoking. Talking openly with young people about how the industry uses flavors, influencer marketing, and cool-looking packaging to manipulate them can empower teens to recognize and reject these tactics.

The WHO urges young people to understand that there is nothing casual or safe about starting a nicotine habit. Nicotine addiction is powerful and expensive, and quitting can be incredibly tough. If a friend or classmate offers a pouch, having a clear, informed reason to say no can make all the difference. Resources such as school counselors, quitlines, and trusted health websites can help those who are already using these products to find a path out of dependence.

A Global Call to Action

The WHO launched this warning in the lead-up to World No Tobacco Day on 31 May, which this year focuses on tobacco and nicotine addiction and the tactics the industry uses to lure a new generation of users. The message is clear: the tobacco and nicotine industry is constantly evolving, and so must the public health response. Nicotine pouches represent the latest battleground in the fight to keep young brains free from addiction.

The organization’s report builds on earlier work, including the WHO Study Group on Tobacco Product Regulation report from 2023 and a progress report to the Framework Convention on Tobacco Control. Those documents, along with direct requests from member states, provided the foundation for this renewed global push. The science is solid, the evidence is mounting, and the time for coordinated, comprehensive action is now.

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Source: World Health Organization