World Health Organization warns nicotine pouches risk youth addiction

The World Health Organization released its first global report on nicotine pouches on 15 May, warning that the products are expanding rapidly and are being marketed aggressively toward adolescents. More than 23 billion pouches were sold in 2024, a 50 % rise on the previous year, and the market is projected to be worth nearly US$ 7 billion in 2025. The WHO notes that the items—small sachets placed between the gum and lip that release nicotine through the oral mucosa—are promoted with sweet flavours, discreet packaging, social‑media influencers and sponsorships of concerts, festivals and Formula 1 events.

The agency says around 160 countries have no specific regulation for pouches, only 16 have prohibited them and 32 apply some controls such as age limits or flavour restrictions. It calls for comprehensive measures, including bans on flavourings, caps on nicotine concentration, advertising prohibitions, strict age‑verification, taxation and uniform health warnings. “These products are engineered for addiction,” said Etienne Krug, director of the WHO’s Department of Health Determinants, Promotion and Prevention. The WHO stresses that nicotine is highly addictive and especially harmful to developing brains, increasing the risk of long‑term dependence and cardiovascular problems. While some health authorities argue the products are less harmful than cigarettes, the WHO argues the rapid youth uptake constitutes a public‑health emergency and urges governments to act immediately.