Published on: 2026-05-16
Source: United Nations – United Nations –
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In connection with the rapid expansion of the global market for nicotine pouches, the World Health Organization (WHO) warns of the threat of increased nicotine addiction among the new generation. Experts note that these products are aggressively marketed to adolescents and youth. At the same time, in many countries regulation of this sphere is limited or completely absent.
What are nicotine pouches and why are they growing in popularity?
Nicotine pouches (pouches) are small packets placed between the gum and lip, as a result of which nicotine is absorbed through the mucous membrane of the oral cavity. As a rule, they contain nicotine, flavorings, sweeteners, and other additives.
The scale of the problem is rapidly growing: in 2024, retail sales of nicotine pouches exceeded 23 billion units, which is more than 50 percent higher than the previous year’s figures. By 2025, the global market volume for this product is expected to approach 7 billion dollars.
“The spread of nicotine pouches is occurring rapidly, while regulatory measures are catastrophically lagging,” said the head of the WHO initiative on tobacco dependence liberation Vinayak Prasad. “Governments must act immediately, implementing strict, scientifically justified protective measures.”
The first global WHO report on this topic, titled “Exposing marketing tactics and strategies that stimulate the growth of the nicotine pouch market,” was prepared in response to requests from member states. Its publication is timed ahead of the upcomingWorld No Tobacco Day, which is observed on May 31. This year, its main theme will be the fight against tobacco and nicotine addiction, as well as the exposure of tactics that the industry uses to involve new users.
Threat to the developing brain
The WHO particularly emphasizes that nicotine itself is a highly toxic substance that causes strong addiction. It is especially dangerous for children, adolescents, and young people whose brains are still in the process of development.
Exposure to nicotine during adolescence can disrupt brain development, negatively affecting concentration and the ability to learn. Early use of nicotine increases the likelihood of developing long-term dependence and subsequent transition to other tobacco and nicotine products. In addition, nicotine use significantly increases the risk of cardiovascular diseases.
Legislative gaps
Due to the lack of clear classification, nicotine pouches are often outside the scope of laws. As of today, about 160 countries have no special regulation for this type of product. Only 16 countries have completely banned their sale, while 32 countries regulate their circulation in one form or another. Among these countries, only five have introduced restrictions on the use of flavor additives, 26 have banned sales to minors, and 21 countries have imposed bans on advertising, promotion, and sponsorship.
According to the director of the WHO Department of Social Determinants of Health, Etienne Krug, the consumption of these products is growing “like an avalanche,” especially among adolescents, who are becoming the target of “sophisticated and deceptive marketing.”
“These products were originally developed to cause addiction. We are obliged to protect our youth from manipulation by the tobacco industry,” he said.
How the industry attracts children
The report describes in detail the methods by which manufacturers attract a young audience. Among them are a stylish and compact packaging design that is easy to hide, as well as the use of appealing flavors such as cotton candy, chewing gum, and marmalade. Promotion is actively conducted through influencers and social networks, as well as through sponsorship of music festivals and major sporting events, including Formula 1. The product is positioned as an element of a “successful” lifestyle, and the advertising openly calls for the hidden use of pods at school and places where smoking is prohibited.
Some types of packaging visually imitate popular candy brands, which creates an additional danger of accidental consumption by small children. In WHO they warn: the purpose of all these packages is to normalize nicotine consumption in society, reduce the perception of risks, and involve a new generation in the vicious circle of addiction.
Call for immediate action
The World Health Organization calls on governments of all countries to adopt comprehensive regulatory measures covering all types of tobacco and nicotine products, including pouches.
VOZ recommends implementing the following measures:
- complete ban or strict restrictions on the use of flavor additives;
- ban on advertising, promotion, and sponsorship (including social networks and influencers);
- Strict control of the age of buyers; introduction of anonymized packaging and large warnings about harm on it;
- Establishment of the maximum permissible concentration of nicotine;
- increase of excise taxes to reduce price accessibility; constant market monitoring and control of compliance with the rules.
Nicotine pouches are not a safe alternative to cigarettes, experts emphasize. Today, the market offers products with varying degrees of concentration, cynically marked as lines for “beginners,” “advanced,” and “experts,” and the nicotine content in them can reach a colossal 150 mg.
WHO urges young people to critically evaluate the traps set by corporations and reject attempts to make nicotine addiction “the new normal.” Only decisive and coordinated actions by governments right now will help save the younger generation from addiction in the future, the UN agency stated.
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