WHO warns nicotine pouch marketing mirrors cigarette advertising

The World Health Organization’s report warns that tobacco companies are promoting nicotine pouches using marketing tactics similar to historic cigarette advertising, including social‑media influencers, lifestyle branding, sports sponsorship and youth‑oriented flavours such as “bubble gum” and “gummy bears.” Sales of nicotine pouches topped 23 billion units globally in 2024, growing more than 50 % annually, and the WHO cautions that such promotion could undermine smoke‑free policies and sustain long‑term nicotine dependence.

Regulation of nicotine pouches remains uneven worldwide. In the United Kingdom, the newly enacted Tobacco and Vapes Bill raises the legal purchase age, bans sales to under‑18s and imposes stricter content standards. Data show use among 16‑ to 24‑year‑olds rose from 0.7 % in January 2022 to 4.0 % in March 2025, with over half a million users across England, Scotland and Wales. The UK government has also proposed retail licences for vape and nicotine product outlets to curb rogue sales and protect children.