The World Health Organization (WHO) warns that nicotine pouches pose a growing risk of addiction to young people, as global sales rise rapidly amid what it describes as weak regulation and aggressive marketing. In its warning, WHO says brands promote nicotine pouches in youth-oriented ways, including through social media influencers, music festivals and advertising that appeals to younger audiences. WHO also says the products are being “aggressively marketed,” contributing to expanding use among young people worldwide.
WHO’s guidance comes through a report responding to requests from countries for authoritative advice on nicotine pouches and government responses. The report highlights that retail sales reached more than 23 billion units in 2024, an increase of over 50% year-on-year, and links the growth to marketing tactics that expose adolescents to nicotine. WHO calls on governments to strengthen regulatory measures to limit youth access, curb marketing practices aimed at younger people and reduce the likelihood of nicotine addiction.
Across outlets, WHO’s central message is that nicotine pouch use is expanding quickly and that policy action is needed to protect young people and address marketing-driven demand.
