The World Health Organization (WHO) issued a strong warning on Friday, condemning the tobacco industry's aggressive marketing tactics aimed at attracting young consumers with nicotine pouches. These small sachets release nicotine through the lining of the mouth and are rapidly reshaping the global tobacco market, according to WHO’s latest report.
Nicotine pouches have seen an explosive growth in popularity, increasing by over 50% from 2023 to 2024, reaching more than 23 billion units. The global market for these products was valued at nearly $7 billion last year, with the highest sales occurring in North America. In just seven years, a popular brand that was available in around 9,000 US retail shops in 2017 had expanded to over 150,000 by 2024.
The WHO report highlights how these products are marketed as "modern," "discreet," and "tobacco-free." However, the organization emphasizes that nicotine pouches are highly addictive. Etienne Krug, head of WHO’s health determinants, promotion, and prevention department, stated, “Governments are seeing the use of these products spread quickly, especially among adolescents and young people who are being aggressively targeted by deceptive tactics.”
The report underscores that regulations are failing to keep pace with this rapid expansion. The WHO warns that nicotine pouches are not risk-free products and should not be marketed in ways that create a new generation of addiction.
WHO officials have criticized the industry’s use of candy flavors like bubblegum, gummy bears, and influencer marketing on social media platforms. Messaging promoting discreet use and avoiding detection by parents and teachers is also prevalent, including slogans such as "Forget the rules" and "Anytime, anywhere."
Vinayak Prasad, who heads WHO's Tobacco Free Initiative, emphasized that nicotine itself is highly addictive and particularly harmful for young people whose brains are still developing. He nicotine exposure during adolescence can affect brain development, increase the likelihood of long-term dependence, and lead to various health risks including cardiovascular issues and mental disorders.
The report also highlights the deceptive tactics employed by the tobacco industry to target younger demographics. These include sleek packaging, heavy social media promotion, sponsorship of events like Formula 1 races, and messaging that promotes the possibility of "discreet" use without detection.
WHO is urging countries to step up regulations to address this public health challenge. Currently, only a small number of countries have specific regulations for nicotine pouches. The organization calls for bans or strong restrictions on flavors in these products, as well as prohibitions on advertising, promotion, and sponsorship. It also advocates for age-verification measures, clear health warnings, plain packaging, and steep taxes to reduce the affordability of these addictive devices.
The WHO’s warning comes amid growing concerns about the increasing use of nicotine pouches by young people worldwide. As more countries grapple with this emerging public health issue, it is crucial that regulations catch up with the rapid spread of these products.
