Global health authorities warn nicotine pouches are rapidly addicting youth while governments struggle to regulate them.
The World Health Organization has issued a sharp warning over the fast-growing global spread of nicotine pouches, saying the products are being aggressively pushed toward adolescents and young adults through flavors, social media promotion, stylish packaging, and lifestyle branding.
Nicotine pouches are small sachets placed between the gum and lip, allowing nicotine to enter the body through the mouth lining. They usually contain nicotine, sweeteners, flavorings, and other additives. WHO says their rapid popularity is raising serious concern because nicotine is highly addictive and can harm brain development in children, teenagers, and young adults.
Retail sales of nicotine pouches reportedly crossed 23 billion units in 2024, rising by more than 50 percent compared with the previous year. The global market was valued at nearly 7 billion US dollars in 2025, showing how quickly the industry is expanding while regulation remains weak in many countries.
WHO warned that around 160 countries still have no specific rules for nicotine pouches. Only a small number have banned sales, restricted flavors, limited youth access, or prohibited advertising and sponsorship. This lack of regulation, the agency says, leaves young people exposed to products designed to normalize nicotine use.
The report highlights tactics such as bubble gum and candy-style flavors, influencer campaigns, festival and sports sponsorships, discreet packaging, and messaging that encourages hidden use in schools and smoke-free areas. Some packages even resemble sweets, increasing risks for younger children.
WHO urged governments to act urgently by banning or restricting flavors, enforcing age checks, limiting advertising, requiring clear warnings and plain packaging, capping nicotine strength, increasing taxation, and monitoring industry tactics. The agency stressed that nicotine pouches are not risk-free and warned that products marketed in strength levels such as “beginners,” “advanced,” and “experts” could deepen addiction among young users.
