Staff Reporter
A NEW World Health Organization (WHO) report has raised alarm over the rapid global rise of nicotine pouches, warning that aggressive marketing tactics by transnational tobacco companies are driving youth uptake, exploiting regulatory gaps, and fuelling a fast-growing multi-billion-dollar market.
The report, prepared in collaboration with experts from Stanford University, examines how nicotine pouches are being promoted as “smoke-free” and “discreet” alternatives to cigarettes while being heavily marketed through social media, influencer campaigns, sports sponsorships, and youth-appealing branding strategies.
According to the WHO, the industry has adopted a marketing “playbook” similar to that used for traditional cigarettes, including the use of sweet and candy-like flavours, glamorous lifestyle imagery, and promotions designed to normalise use among younger audiences. Products are also frequently co-branded with established cigarette labels and advertised across digital platforms where they often bypass national advertising restrictions.
The report highlights that nicotine pouches are available in a wide range of flavours, including confectionery-inspired varieties, and are promoted as suitable for use in “anytime, anywhere” settings, including schools, workplaces, and public transport. It warns that such messaging, combined with discreet product design, is contributing to increased appeal among adolescents and young adults.
Health concerns outlined in the report include the high addictive potential of nicotine, cardiovascular risks, and potential harm to adolescent brain development. It also raises concerns over high-strength nicotine products and packaging designs that may resemble confectionery, increasing the risk of accidental exposure among young children.
The WHO adds that the global nicotine pouch market has expanded rapidly, with sales reaching tens of billions of units and strong growth recorded in North America and Europe, while emerging markets are also beginning to see increased penetration.
However, the organisation warns that many countries still lack clear regulatory frameworks for these products, as they often fall outside existing tobacco control laws. It says only a limited number of countries have implemented outright bans or strict regulations on nicotine pouches.
The report calls on governments to urgently close regulatory loopholes by banning or tightly regulating nicotine pouches, restricting flavours that appeal to children, introducing plain packaging and stronger health warnings, and ensuring effective taxation to reduce youth access.
WHO cautions that while the industry presents nicotine pouches as modern lifestyle products or safer alternatives, their primary effect is to sustain nicotine addiction and expand dependence among new users globally.
Link to WHO report: https://www.who.int/publications/i/item/9789240114920
Picture for illustrative purposes only. Photo: World Health Organization (WHO)
