‘Addictive’ Nicotine Pouches Are Booming, WHO Warns Of Youth Being Targeted: How Can Teens Be Protected?
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WHO data cited in recent reports shows nicotine pouch use among young people aged 13 to 20 in the United States nearly quadrupled between 2022 and 2025.
WHO’s first global report on nicotine pouches highlights sophisticated industry tactics designed to appeal to youth. (Representative image: Canva)
As sales of nicotine pouches surge globally, the World Health Organization (WHO) has issued a stark warning: aggressive marketing tactics are deliberately targeting adolescents and young people, raising serious concerns about a new wave of nicotine addiction.
With retail sales exceeding 23 billion units in 2024 — a more than 50% increase from the previous year — and the global market valued at nearly US$7 billion in 2025, these discreet products are rapidly expanding, often slipping through regulatory gaps.
Nicotine pouches are small sachets placed between the gum and lip, releasing nicotine through the mouth’s lining. They typically contain nicotine (synthetic or tobacco-derived), flavourings, sweeteners, and other additives. Marketed as modern, discreet, and often “tobacco-free,” they are gaining popularity especially in North America, Germany, Poland, and Sweden.
What Are Nicotine Pouches?
Nicotine pouches are tobacco-free sachets placed between the gum and lip, where nicotine gets absorbed through the mouth lining. They often contain nicotine, sweeteners, flavourings and plant-based fibres. Unlike cigarettes or vapes, they produce no smoke or vapour, making them easier to conceal in schools, offices and public places.
Social media platforms increasingly feature nicotine pouches through influencer-led content, lifestyle branding and “clean nicotine” messaging that positions them as modern wellness accessories rather than addictive substances. WHO officials argue that these marketing strategies are deliberately designed to lower risk perception among adolescents and young adults.
Why Is WHO Raising the Alarm on Nicotine Pouches?
“The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace,” said Dr Vinayak Prasad, Unit Head of the Tobacco Free Initiative at WHO. Governments must act now with strong, evidence-based safeguards.
Nicotine is highly addictive and particularly harmful to children, adolescents, and young adults whose brains are still developing. Exposure during adolescence can impair attention and learning, increase the risk of long-term dependence, and elevate cardiovascular risks. Early use also heightens the likelihood of future tobacco and nicotine consumption.
Meanwhile, researchers are observing worrying usage patterns among younger populations.
WHO data cited in recent reports shows nicotine pouch use among young people aged 13 to 20 in the United States nearly quadrupled between 2022 and 2025. In the United Kingdom, usage among people aged 16 to 24 rose from 0.7 per cent in early 2022 to 4 per cent by March 2025.
How Are Young People Being Targeted?
WHO’s first global report on nicotine pouches highlights sophisticated industry tactics designed to appeal to youth. These include sleek, discreet packaging, an almost infinite range of sweet flavours such as bubble gum, gummy bears, candy, and even alcoholic drink-inspired options like mojito or bourbon. Products are promoted through influencer marketing, heavy social media presence, sponsorship of concerts, festivals, and events like Formula 1, and aspirational lifestyle branding.
Messaging often encourages “discreet” use in schools and smoke-free environments with slogans that suggest breaking rules or using “anytime, anywhere.” Some packaging mimics popular sweets, increasing the risk of accidental ingestion by young children.
In the United States, use among 13–20-year-olds and young adults (21–27) nearly quadrupled between 2022 and 2025. In the United Kingdom, consumption among 16–24-year-olds rose sharply from 0.7% in January 2022 to 4.0% in March 2025.
Are Nicotine Pouches Safer Than Smoking?
This remains one of the most debated aspects of the nicotine pouch conversation. Some tobacco harm reduction advocates argue that nicotine pouches may expose users to fewer harmful chemicals than combustible cigarettes because there is no smoke inhalation involved. However, health authorities continue stressing that “less harmful” does not mean harmless.
Nicotine itself affects heart rate, blood pressure and cardiovascular health. Excessive exposure may also affect brain development in teenagers and young adults. Some doctors have additionally raised concerns around gum irritation, oral health complications and accidental nicotine poisoning among children if pouches are swallowed.
What Action Does WHO Recommend?
According to the organisation, around 160 countries currently have no specific regulations for these products. Only 16 countries have banned them entirely, meanwhile others continue operating with partial or inconsistent restrictions around flavours, age verification and advertising.
WHO urges comprehensive regulation of all tobacco and nicotine products, including nicotine pouches. Key measures include bans or strong restrictions on flavours, prohibitions on advertising, promotion, and sponsorship (including social media and influencers), strict age verification, retail controls, clear health warnings, plain packaging, nicotine caps, taxation to reduce affordability, and robust surveillance.
How To Prevent A New Generation From Becoming Nicotine-Dependent?
The World Health Organization (WHO) has outlined a clear, evidence-based roadmap to curb the rapid rise of nicotine pouches and protect young people from addiction. Experts emphasise that urgent and comprehensive action is needed before these products become entrenched in youth culture.
- Strengthen age-verification systems to prevent underage access to nicotine pouches
- Restrict youth-focused advertising, influencer promotions and social media marketing
- Introduce tighter regulations around flavoured nicotine products that appeal to teenagers
- Increase awareness in schools about nicotine addiction and its long-term health risks
- Encourage open conversations at home around peer pressure and nicotine use
- Prevent nicotine products from being marketed as wellness or lifestyle accessories
- Monitor celebrity endorsements and digital campaigns targeting younger audiences
- Educate teenagers about how nicotine affects brain development, memory and attention
- Enforce stricter policies around nicotine strength and product packaging
- Promote early health education to discourage experimentation and long-term dependency
As the world prepares for World No Tobacco Day on 31 May 2026, which focuses on tobacco and nicotine addiction and industry tactics, the message is clear: urgent, coordinated action is essential to prevent a new generation from nicotine dependence.
