In a new report, the United Nations health agency has outlined the “deceptive tactics” used by manufacturers to normalize nicotine use among young people.
In addition to social media promotion and advertisements targeting young people, some product packaging imitates popular candy or candy brands, increasing risks to children.
Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the oral mucosa. They usually contain nicotine, flavorings, sweeteners and other additives.
Rapid growth, limited regulation
The WHO said retail sales will exceed 23 billion units in 2024, more than half the quality of what was sold the previous year. The global market was valued at nearly $7 billion in 2025.
As global sales increase, the WHO has said that regulation is struggling to keep pace, remaining weak to nonexistent in much of the world: About 160 countries have no specific regulations for nicotine pouches, while only 16 countries ban their sale entirely and another 32 regulate them in some form.
Of the countries with regulations, only five restrict flavors, 26 prohibit sales to minors, and 21 prohibit advertising, promotion, and sponsorship.
“The use of nicotine sachets is spreading rapidly, while regulations struggle 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 guarantees.»
Widespread and long-term health risks
The WHO has stressed that nicotine itself is highly addictive and is particularly harmful to children, adolescents and young adults whose brains are still developing.
The agency warned that Nicotine exposure during adolescence may affect attention, learning and brain developmentwhile early use may increase the likelihood of long-term dependence and future use of other nicotine and tobacco products.
Nicotine consumption is also associated with increased cardiovascular risk.
Some nicotine pouch products are reportedly marketed in multiple dosage categories labeled “beginner,” “advanced,” and “expert,” with nicotine concentrations reaching up to 150 milligrams.
The WHO also warned that such products should not be considered safe.
Youth-Focused Marketing Tactics
The report details a range of industry marketing strategies designed to attract younger consumers.
These include:
- Bright, discreet and refined packaging;
- Sweet-inspired flavors such as bubble gum and gummy bears;
- Influencer marketing and extensive promotion on social media platforms;
- Sponsorship of concerts, festivals and sporting events;
- Ambitious lifestyle advertising; And
- Messaging encouraging discreet use in schools and smoke-free environments.
The WHO also warned that some packaging resembles candy or popular confectionery brandsincreasing the risks for young children.
“Governments are seeing the use of these products spread rapidly, particularly among adolescents and young people who are aggressively targeted with deceptive tactics,” said Etienne Krug, director of the Department of Health Determinants at WHO.
Stressing that these products are designed to combat addiction, Dr Krug said there are a pressing need to protect young people against “industrial 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:
- Ban or strictly limit flavorings;
- Prohibit advertising, sponsorship and promotion, including on social networks;
- Introduce robust age verification and retail controls;
- Require plain packaging and clear health warnings;
- Set limits on nicotine content;
- Raise taxes to reduce affordability and discourage consumption by young people;
- Monitor industry usage trends and marketing tactics; And
- Strengthen enforcement measures.
The report is part of a wider WHO campaign in the run-up to World No Tobacco Day, which this year focuses on nicotine and tobacco addiction and the tactics the industry is using to attract a new generation of users.
