The World Health Organization has warned about the rapid global rise of nicotine pouch products, accusing tobacco companies of aggressively targeting young people with deceptive marketing strategies.
In a new report, the WHO explained that nicotine pouches — small sachets placed between the gum and lip that release nicotine into the body — are quickly transforming the global nicotine market. According to the agency, the products are increasingly popular among teenagers and young adults.
Etienne Krug, Director of WHO’s Department of Health Promotion, said the products are being promoted in ways designed to attract youths and encourage addiction. He described the pouches as “engineered for addiction,” noting that governments are struggling to keep up with the speed at which the products are spreading.
Often advertised as “modern,” “discreet,” and “tobacco-free,” nicotine pouches have seen a sharp increase in sales worldwide. WHO said global sales surpassed 23 billion units in 2024, representing more than a 50 percent rise from the previous year. The market value of the products was estimated at nearly $7 billion, with North America recording the highest sales.
The report noted that some brands expanded rapidly in the United States, growing from availability in about 9,000 retail outlets in 2017 to over 150,000 stores by 2024. Outside the U.S., the products are especially popular in countries such as Germany, Poland, and Sweden, while markets in nations like Pakistan are expected to grow quickly.
WHO’s Tobacco Free Initiative head, Vinayak Prasad, described the situation as a growing public health concern rather than just a market trend. He stressed that nicotine is highly addictive and especially harmful to adolescents because it can affect brain development, attention, learning, and increase the risk of long-term dependence.
The organization also highlighted health concerns linked to nicotine use, including cardiovascular and mental health risks.
WHO criticised tobacco companies for using tactics aimed at younger audiences, including colourful packaging, sweet flavours such as bubble gum and gummy bears, influencer promotions, and sponsorships of entertainment and sporting events like Formula 1.
The agency also condemned marketing messages encouraging discreet use in schools, restaurants, and public spaces, with slogans suggesting users could avoid detection by parents or teachers.
Prasad questioned claims that nicotine pouches are mainly intended to help smokers quit, arguing that the use of candy flavours suggests companies are instead targeting younger consumers.
Anti-tobacco watchdog STOP also warned that the marketing strategies resemble those used before the rise of youth vaping.
WHO called on governments to introduce stricter controls, including flavour bans, advertising restrictions, stronger age-verification systems, health warnings, plain packaging, and higher taxes on nicotine pouch products.
According to the report, about 160 countries currently have no specific regulations for nicotine pouches, while only 16 countries have banned them entirely.
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