The World Health Organization (WHO) on 15 May 2026 issued a strong warning over the rapid global expansion of nicotine pouch products, which are being aggressively marketed to adolescents and young people. From Geneva, the agency cautioned that regulation in many countries is limited or absent, raising concerns about youth nicotine addiction and related health risks, according to a press release. The warning precedes World No Tobacco Day on 31 May, which will focus on tobacco and nicotine addiction and industry tactics used to hook a new generation of users. WHO urges governments to act before the products become further entrenched. The agency frames the issue as both a public health and regulatory challenge.
Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the lining of the mouth. They typically contain nicotine, flavorings, sweeteners and other additives. Retail sales of nicotine pouches reached over 23 billion units in 2024, increasing by more than 50% from the previous year. The global market of nicotine pouch products was worth nearly US$ 7 billion in 2025. WHO’s first global report on the topic, Exposing marketing tactics and strategies driving the growth of nicotine pouches, was developed in response to requests from countries seeking authoritative guidance.
WHO emphasizes that nicotine itself is highly addictive and harmful, particularly for children, adolescents and young adults whose brains are still developing. Nicotine exposure during adolescence can affect brain development, including impacts on attention and learning. Early nicotine use can increase the likelihood of long-term dependence and future use of other nicotine and tobacco products. Nicotine use also increases cardiovascular risk. The report identifies marketing tactics aimed at younger audiences, including sleek packaging, flavors such as bubble gum and gummy bears, influencer promotion on social media, and sponsorship of concerts, festivals and sports events, including Formula 1.
Regulatory gaps remain wide: around 160 countries have no specific regulation, 16 countries ban their sale, and 32 countries regulate them in some form, with 5 restricting flavors, 26 restricting sales to minors, and 21 banning advertising, promotion and sponsorship. “The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace,” said Dr Vinayak Prasad, Unit Head of the Tobacco Free Initiative for WHO. “Governments must act now with strong, evidence-based safeguards.” Dr Etienne Krug, Director of Department of Health Determinants, Promotion and Prevention at WHO, added that the products are engineered for addiction. He stressed the need to protect youth from industry manipulation.
WHO urges governments to adopt comprehensive regulation covering all tobacco and nicotine products, with recommended measures including:
- bans or strong restrictions on flavors;
- advertising, promotion and sponsorship bans, including on social media and use of influencers;
- strong age-verification and retail controls;
- clear health warnings and plain packaging;
- caps on the amount of nicotine allowed;
- taxation to reduce affordability and deter youth use;
- surveillance of use patterns and industry tactics; and
- strong enforcement of policies.
Some products are sold in multiple strength tiers marketed as “beginners,” “advanced” and “experts,” with nicotine amounts labeled at up to 150 mg. WHO urges young people to recognize and reject industry tactics designed to normalize nicotine use. The agency stresses that coordinated action today can help protect a new generation from nicotine dependence.
