WHO warns nicotine pouches marketing to youth as sales surge worldwide

The World Health Organization has issued a warning about the rapid global expansion of nicotine pouches, saying the products are being aggressively marketed to adolescents and young people and could increase addiction and health risks if governments do not tighten controls. In a report published ahead of World No Tobacco Day on May 31, the WHO said regulation in many countries remains limited or absent as sales surge and industry marketing efforts outpace public health protections.

Nicotine pouches are small sachets placed between the gum and lip that deliver nicotine through the lining of the mouth. The WHO said the pouches typically contain nicotine along with flavorings, sweeteners and other additives, and it warned they should not be treated as risk free. Nicotine is highly addictive and harmful, particularly for children, adolescents and young adults whose brains are still developing. The WHO said nicotine exposure during adolescence can affect brain development, including attention and learning, and that early use increases the likelihood of long-term dependence and future use of other nicotine and tobacco products. It also said nicotine use raises cardiovascular risk.