WHO warns nicotine pouch brands targeting youth as sales surge

In its recently released global report, “Uncovering the marketing tactics and strategies driving the growth of nicotine pouches,” the World Health Organization (WHO) warns that sleek, unobtrusive packaging, added flavors, sponsorship of concerts, festivals and sporting events, and aspirational lifestyle branding are among the common industry tactics used by nicotine pouch brands to appeal to younger audiences.

The report was developed in response to requests from countries seeking authoritative guidance from WHO on nicotine pouches and how governments should respond.

big market

The global market for nicotine pouch products was worth approximately $7 billion in 2025.

The WHO also warns that some packaging imitates sweets or popular candy brands, increasing risks to young children, adding that all these tactics are designed to normalize nicotine use, reduce perceptions of risk and attract a new generation of users to nicotine addiction.

Nicotine pouches are small pouches placed between the gum and the lips and allow nicotine to be released from the oral membrane. They typically contain nicotine, flavors, sweeteners and other additives. Retail sales of nicotine pouches will exceed 23 billion units in 2024, increasing by more than 50% compared to the previous year.

Nicotine itself is highly addictive and harmful, especially for children, adolescents, and young adults whose brains are still developing. Nicotine exposure during adolescence may affect brain development, including effects on attention and learning. Early nicotine use may increase the likelihood of long-term addiction and the likelihood of using other nicotine and tobacco products in the future. Nicotine use also increases cardiovascular risk.

“As the use of nicotine pouches spreads rapidly, legislation is struggling to keep pace,” said Vinayak Prasad, head of the WHO Tobacco-Free Initiative. “Governments must now act with strong, evidence-based safeguards.”

Little to no regulation

WHO notes that regulations are limited or non-existent in many countries, raising concerns about nicotine addiction in young people and related health risks.

“Governments are seeing the rapid spread of the use of these products, especially among adolescents and young people who are being aggressively targeted with deceptive tactics,” said Etienne Krug, director of the WHO Department of Health Determinants, Promotion and Prevention. “These products are designed for addiction and there is a strong need to protect our youth from manipulation by the industry.”

The report also states that nicotine pouches should not be considered risk-free. However, some products are sold in multiple strength levels, marketed as ‘beginners’, ‘advanced’ and ‘experts’, with nicotine amounts labeled up to 150 mg.

WHO calls on young people to recognize and reject industry tactics designed to normalize nicotine use.

Sonu Goel, professor, Department of Community Medicine and School of Public Health, PGIMER Chandigarh, said oral nicotine pouches are being aggressively marketed as ‘clean’, ‘modern’ and ‘tobacco-free’ alternatives, especially targeting teenagers and young adults.

“However, nicotine in any form is highly addictive and poses serious risks to brain development, cardiovascular health and long-term addiction. The Government of India must take proactive measures to regulate oral nicotine vapes under the Electronic Cigarette Prohibition Act (PECA) to prevent a new wave of nicotine addiction among the younger generations. Strong regulation, oversight and youth-focused awareness are urgently needed to address this emerging public health threat,” he said.