WHO Warns of Rapid Nicotine Pouch Expansion Targeting Youth

The World Health Organization (WHO) issued a warning on May 15, 2026, regarding the rapid global expansion of nicotine pouch products and their aggressive marketing toward adolescents and young people. The organization noted that regulation is limited or entirely absent in many countries, creating significant concerns regarding youth nicotine addiction and associated health risks.

This warning precedes World No Tobacco Day on May 31, 2026, which will focus on nicotine and tobacco addiction and the specific industry tactics used to attract a new generation of users.

Nicotine pouches are small sachets placed between the lip and gum to release nicotine through the mouth’s lining. These products typically contain nicotine along with sweeteners, flavourings, and other additives. Retail sales of these pouches exceeded 23 billion units in 2024, representing an increase of more than 50% from the previous year. By 2025, the global market for nicotine pouch products was valued at nearly US$ 7 billion.

The WHO emphasized that nicotine is highly addictive and particularly harmful to children, adolescents, and young adults because their brains are still developing. Exposure during adolescence can impair brain development, specifically impacting learning and attention. Early use can increase the likelihood of long-term dependence and future use of tobacco and other nicotine products, while also increasing cardiovascular risk.

The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace. Governments must act now with strong, evidence-based safeguards.

Dr Vinayak Prasad, Unit Head of the Tobacco Free Initiative for WHO

Regulatory Gaps and Youth Exposure

In a first global report titled Exposing marketing tactics and strategies driving the growth of nicotine pouches, the WHO highlighted significant gaps in global regulation. Approximately 160 countries have no specific regulations for nicotine pouches, while 16 countries have banned their sale entirely.

Among the 32 countries that have some form of regulation, 26 restrict sales to minors, 21 ban sponsorship, promotion, and advertising, and 5 restrict the use of flavours.

Governments are seeing the use of these products spread quickly, especially among adolescents and young people who are being aggressively targeted by deceptive tactics. These products are engineered for addiction and there is a strong need to protect our youth from industry manipulation.

Dr Etienne Krug, Director of Department of Health Determinants, Promotion and Prevention at WHO

Industry Marketing Tactics

The WHO report identified several industry strategies designed to normalize nicotine use and lower the perception of risk among younger audiences. These tactics include the use of sleek and discreet packaging, as well as flavours such as gummy bears and bubble gum.

The organization also noted the use of aspirational lifestyle branding and heavy promotion on social media, including the use of influencer marketing. Industry efforts extend to the sponsorship of sports events, such as Formula 1, as well as festivals and concerts.

Some packaging is designed to mimic popular candy brands or sweets, which the WHO warns increases the risk to young children. Marketing messages often encourage the discreet use of pouches in smoke-free settings and schools.

Recommended Safeguards

The WHO is urging governments to implement comprehensive regulations for all nicotine and tobacco products. The organization recommends the following measures:

• Strong restrictions on or total bans of flavourings.
• Bans on sponsorship, promotion, and advertising, including influencers and social media.
• Strict retail controls and age-verification processes.
• The implementation of plain packaging and clear health warnings.
• Caps on the permitted amount of nicotine.
• Taxation to deter youth use and reduce affordability.
• Strong enforcement of policies and surveillance of industry tactics and use patterns.

The WHO cautioned that nicotine pouches should not be viewed as risk-free. Some products are currently marketed in strength tiers—labeled as beginners, advanced, and experts—with nicotine amounts reaching up to 150 mg.

The report, which responds to requests from Member States for policy guidance, builds upon the work of the WHO Study Group on Tobacco Product Regulation and reports to the Framework Convention on Tobacco Control.