In a new report, the UN health agency described the “deceptive tactics” manufacturers use to normalise nicotine use among young people.
In addition to social media promotion and advertisements targeting young people, packaging of some products mimic sweets or popular candy brands, increasing risks to children.
Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the lining of the mouth. They usually contain nicotine, flavourings, sweeteners and other additives.
Rapid growth, limited regulation
WHO said retail sales exceeded 23 billion units in 2024, over half the quality more than what was sold the previous year. The global market was valued at nearly $7 billion in 2025.
As global sales surge, WHO said regulation struggles to keep pace, remaining weak, or non-existent in much of the world: around 160 countries have no specific regulations for nicotine pouches, while only 16 countries ban their sale entirely and 32 others regulate them in some form.
Among the countries with regulations in place, only five restrict flavours, 26 prohibit sales to minors and 21 ban advertising, promotion and sponsorship.
“The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace,” said Vinayak Prasad, Head of the Tobacco Free Initiative at WHO. He called on governments to “act now with strong, evidence-based safeguards.”
Long-term and wide-ranging health risks
WHO stressed that nicotine itself is highly addictive and particularly harmful to children, adolescents and young adults whose brains are still developing.
The agency warned that nicotine exposure during adolescence can affect attention, learning and brain development, while early use may increase the likelihood of long-term dependence and future use of other nicotine and tobacco products.
Nicotine use is also associated with increased cardiovascular risk.
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 also cautioned that such products should not be considered risk-free.
Youth-focused marketing tactics
The report details a range of industry marketing strategies designed to attract younger consumers.
These include:
- Bright, discreet and sleek packaging;
- Sweet-inspired flavours such as 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
- Messaging encouraging discreet use in schools and smoke-free environments.
WHO also warned that some packaging resembles sweets or popular confectionery brands, increasing risks for younger children.
“Governments are seeing the use of these products spread quickly, especially among adolescents and young people who are being aggressively targeted by deceptive tactics,” said Etienne Krug, Director of Health Determinants Department at WHO.
Highlighting that those products are engineered for addiction, Dr. Krug said that there is a strong need to protect the youth from “industry manipulation.”
Calls for urgent action
WHO is urging governments to adopt comprehensive regulations covering all tobacco and nicotine products, including nicotine pouches.
Recommended measures include:
- Banning or strictly limiting flavours;
- Prohibiting advertising, sponsorship and promotion, including on social media;
- Introducing strong age-verification and retail controls;
- Requiring plain packaging and clear health warnings;
- Setting limits on nicotine content;
- Raising taxes to reduce affordability and discourage youth use;
- Monitoring usage trends and industry marketing tactics; and
- Strengthening enforcement measures.
The report forms part of the wider WHO campaign ahead of World No Tobacco Day, which this year focuses on nicotine and tobacco addiction and the tactics used by industry to hook a new generation of users.