The World Health Organization has raised fresh concerns over the rapid rise in nicotine pouch sales worldwide, warning that the products are increasingly being marketed to young people through aggressive advertising and attractive flavours.
In a new report released on Friday, the global health body described nicotine pouches as products “engineered for addiction,” stressing that governments must act quickly to regulate their growing popularity.
WHO Raises Concern Over Youth Marketing
Nicotine pouches are small sachets placed between the gum and lip to release nicotine into the body without smoking.
According to the WHO, the products are being promoted as modern, discreet, and smoke-free alternatives, especially among teenagers and young adults.
Health officials warned that colourful packaging, sweet flavours, influencer promotions, and social media campaigns are helping the products spread rapidly among younger consumers.
The organisation also criticised marketing slogans encouraging discreet use in schools, restaurants, and public spaces.
Global Nicotine Pouch Sales Continue To Rise
The report revealed that nicotine pouch sales exceeded 23 billion units globally in 2024, marking a sharp increase from previous years.
WHO also noted that the global market value for nicotine pouches reached nearly $7 billion last year, with North America leading sales growth.
The products are also becoming increasingly popular across parts of Europe, including Sweden, Germany, and Poland, while emerging markets in other regions continue to grow.
WHO Says Nicotine Remains Highly Addictive
The global health agency warned that nicotine exposure remains dangerous, particularly for adolescents and young people whose brains are still developing.
According to the report, long-term nicotine use can affect concentration, learning ability, mental health, and increase the risk of dependence.
WHO officials stressed that the products should not be treated as harmless alternatives simply because they are smoke-free.
Calls For Stronger Regulations
The WHO urged governments worldwide to strengthen regulations around nicotine pouches before the market expands further.
Recommendations include:
- Restricting or banning sweet flavours
- Introducing strict age-verification systems
- Limiting advertising and sponsorships
- Enforcing clear health warnings
- Increasing taxes on nicotine products
The organisation also warned that many countries currently lack specific laws regulating nicotine pouch sales and promotion.
Public Health Experts Sound Fresh Warning
Public health experts compared the rapid growth of nicotine pouches to the early stages of the youth vaping boom seen in previous years.
They warned that without stronger regulation, the products could create another generation addicted to nicotine.
The WHO said protecting young people from addiction must remain a priority as new nicotine products continue to enter global markets.
