WHO Raises Concerns Over Weakly Regulated Nicotine Pouches and Rising Youth Addiction Risk

Summary:
The World Health Organization (WHO) has urged governments worldwide to tighten regulations on nicotine pouches, warning that aggressive marketing tactics and youth-focused branding could increase addiction among younger consumers. The organisation highlighted concerns over high nicotine content, attractive flavours, influencer promotions, and sponsorships targeting youth audiences. While WHO called for stricter controls on advertising, flavours, and nicotine levels, some health experts and regulators believe nicotine pouches may help reduce smoking-related harm by offering adult smokers a less harmful alternative to cigarettes. Industry representatives also maintain that these products are primarily intended for existing adult nicotine users. 

The World Health Organization (WHO) on Friday called on governments to strengthen regulations around nicotine pouches, cautioning that these highly addictive products are being heavily promoted in ways that strongly attract younger audiences. Nicotine pouches, placed under the lip to deliver nicotine, have quickly become a major focus for tobacco companies seeking alternatives as cigarette consumption declines. However, health experts and anti-tobacco groups have raised concerns over their advertising practices.

The WHO stated that stronger safeguards are necessary to protect consumers, particularly young people, from developing nicotine dependence. According to the agency, several pouch products contain elevated nicotine levels and use technologies that increase the speed and intensity of nicotine absorption. The organisation also highlighted the use of youth-oriented flavours, packaging, and marketing strategies.

Etienne Krug, Director of the WHO’s Department of Health Determinants, Promotion and Prevention, said the products are specifically designed to create addiction. The WHO further pointed to extensive promotion through social media platforms, influencer campaigns, lifestyle-focused advertising, and sponsorships of concerts, sports events, and festivals popular among younger audiences, including Formula 1.

The global health body noted that nearly 160 countries still lack dedicated regulations for nicotine pouches. It urged governments to introduce measures such as limits on nicotine strength, restrictions or bans on flavours, and tighter controls on advertising and promotion.

At the same time, some researchers and public health authorities believe nicotine pouches could help reduce the harms associated with smoking by offering smokers an alternative to traditional cigarettes. Agencies such as the U.S. Food and Drug Administration have indicated that available evidence suggests nicotine pouches are significantly less harmful than tobacco products and even certain alternatives like vaping devices.

Industry representatives maintain that these products are intended for adult smokers or existing nicotine users. Laura Leigh Oyler, Vice President of Regulatory Affairs at Nicokick, an online nicotine pouch retailer in the United States, said data from the FDA indicates that youth usage levels remain relatively low. She added that most consumers are adults seeking lower-risk nicotine alternatives.