Source: World Health Organization (WHO)
The World Health Organization (WHO) has issued a global warning over the explosive rise of nicotine pouch products, raising concerns that these highly addictive sachets are being aggressively marketed to adolescents and young adults through candy flavours, influencer promotions, and social media-driven branding.
Nicotine pouches—small sachets placed between the gum and lip that release nicotine directly through the oral lining—are increasingly being positioned as modern, discreet, and “smoke-free” alternatives. However, WHO stresses that they are far from harmless, particularly for younger users whose brains are still developing.
Explosive global growth raises red flags
According to WHO, retail sales of nicotine pouches exceeded 23 billion units in 2024, marking a surge of more than 50% compared to the previous year. The global market value has also reached nearly US$ 7 billion in 2025, reflecting rapidly expanding commercial interest.
This sharp rise, WHO warns, is outpacing regulation in most parts of the world and creating what it describes as a growing public health blind spot.
Youth at the center of aggressive marketing
One of the key concerns highlighted in WHO’s latest report is the deliberate targeting of young people through modern marketing strategies. These include:
- Candy-like flavours such as bubble gum and gummy bears
- Influencer-led campaigns on social media platforms
- Sponsorships of sports, concerts, and global events including Formula 1
- Sleek, discreet packaging designed to resemble everyday sweets
- Lifestyle branding that normalizes and glamorizes nicotine use
- Messaging that promotes use in schools and smoke-free environments
Related story: Smoking, vaping, and nicotine pouches raise type 2 diabetes risk
Some products are even packaged in ways that closely resemble popular candy brands, raising concerns about accidental exposure among children.
WHO warns that these tactics are designed to reduce perceived risk and build early brand familiarity among young audiences, effectively normalizing nicotine consumption.
Nicotine: small product, serious health risks
Despite their modern appearance, nicotine pouches deliver a substance that WHO describes as highly addictive and harmful, especially for adolescents and young adults.
Nicotine exposure during brain development can impact:
• Attention, memory, and learning abilities
• Cardiovascular health and heart function
• Long-term addiction pathways and future substance dependence
Health experts also warn that early nicotine use increases the likelihood of continued dependence on nicotine or tobacco products later in life.
Regulatory gaps leaving youth exposed
A major concern highlighted in the WHO report is the lack of global regulatory control:
• Around 160 countries have no specific regulations for nicotine pouches
• Only 16 countries fully ban their sale
• 32 countries regulate them in some form, including:
• 5 restricting flavours
• 26 restricting sales to minors
• 21 banning advertising, promotion, and sponsorship
Related story: FDA’s plan to reduce nicotine in cigarettes by 96% could transform oral health outcomes
WHO says these gaps allow companies to expand aggressively into unregulated markets, particularly in regions with weaker enforcement frameworks.
Industry tactics under global scrutiny
The report further details how nicotine pouch manufacturers are using modern marketing psychology to expand their user base. These include:
• Aspiration-driven branding
• Social media influencer endorsements
• Event sponsorships in sports and entertainment
• “Beginner”, “advanced”, and “expert” strength labeling systems
• Nicotine strengths reaching up to 150 mg per product in some cases
WHO warns that such branding strategies are designed to make nicotine use appear controlled, customizable, and socially acceptable—despite its addictive nature.
WHO’s urgent call for global action
The WHO is urging governments worldwide to adopt stronger, unified regulations across all nicotine and tobacco products, including nicotine pouches. Recommended measures include:
• Banning or strictly limiting flavours
• Prohibiting advertising, influencer marketing, and sponsorships
• Strong age-verification systems and retail enforcement
• Plain packaging with clear health warnings
• Caps on nicotine content
• Increased taxation to reduce affordability
• Surveillance of youth usage trends and industry tactics
• Strong enforcement of compliance measures
WHO emphasizes that nicotine pouches should not be treated as risk-free products, and warns that urgent action is needed to prevent a new generation from becoming dependent on nicotine.
A global warning with local relevance
For countries like Pakistan, where awareness around emerging nicotine products is still developing, WHO’s warning serves as a timely reminder for healthcare professionals, educators, and policymakers—especially in dental and oral health communities—who are increasingly encountering early signs of nicotine-related harm among young users.
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