Yasmin Bilal
The use of nicotine pouches among adolescents and young adults is rising rapidly, raising global concern over weak regulation and aggressive marketing aimed at younger users.
The World Health Organisation (WHO) has warned that the fast expansion of these products is exposing young people to addiction risks, with many countries still lacking clear regulatory frameworks.
Nicotine pouches are small sachets placed between the gum and lip. They release nicotine through the mouth lining and often contain flavourings, sweeteners and other additives.
Sales have grown sharply, with retail figures reaching more than 23 billion units in 2024. This represents an increase of over 50 per cent compared with the previous year. The global market was valued at nearly 7 billion US dollars in 2025.
The issue is receiving increased attention ahead of World No Tobacco Day on 31 May, which will focus on nicotine addiction and industry strategies targeting new users.
A WHO report highlights how quickly these products are spreading, noting that regulatory systems in many regions are not keeping pace with market growth.
Nicotine is highly addictive. Health experts warn that exposure during adolescence can affect brain development, including attention, learning and impulse control. Early use also increases the risk of long-term dependence and later tobacco use.
Dr Vinayak Prasad, from WHO’s Tobacco Free Initiative, said regulation is struggling to keep up with the pace of expansion. “The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace. Governments must act now with strong, evidence-based safeguards,” he said.
Dr Etienne Krug, from the WHO Department of Health Determinants, Promotion and Prevention, warned that young people are being deliberately targeted through industry practices. “These products are engineered for addiction and there is a strong need to protect our youth from industry manipulation,” he said.
Marketing strategies remain a key concern. Products are promoted using sweet flavours such as bubble gum and gummy bears, while packaging is designed to be sleek, discreet and highly appealing.
Digital platforms play a major role in distribution and promotion. Influencers and social media campaigns are widely used to reach younger audiences, while products are also marketed at concerts, festivals and sporting events, including Formula 1.
Some brands rely on lifestyle messaging, while others promote discreet use in schools and smoke-free environments. Packaging can resemble confectionery, further increasing appeal among children and adolescents.
The WHO report warns that these tactics are designed to normalise nicotine use and lower risk perception among young people.
Regulatory responses remain uneven across countries. Around 160 countries have no specific rules on nicotine pouches, while 16 countries have banned them outright. A further 32 have introduced partial regulation, including age restrictions, flavour controls and advertising limitations.
WHO is calling for urgent and coordinated global action, recommending flavour bans, strict advertising controls and stronger age verification systems.
It also urges plain packaging, higher taxation, limits on nicotine strength and improved enforcement mechanisms.
Nicotine pouches are not considered risk-free. Some products are sold in tiers labelled beginner, advanced and expert, with nicotine levels reaching up to 150 milligrams.
The WHO has urged governments to act decisively to prevent a new generation from becoming dependent on nicotine products.