The World Health Organization is warning that nicotine pouches are being aggressively marketed to young people through deceptive tactics, including packaging that mimics candy and social media promotion.
According to a new WHO report, global retail sales of nicotine pouches exceeded 23 billion units in 2024, more than double the previous year. The market was valued at nearly $7 billion in 2025.
Regulation has failed to keep pace. The WHO says around 160 countries have no specific rules for these products. Only 16 nations ban them outright, and just five restrict flavors.
Nicotine pouches are small sachets placed between the gum and lip, releasing nicotine through the mouth's lining. The WHO stresses nicotine is highly addictive and particularly harmful to developing brains, affecting attention, learning, and increasing cardiovascular risk.
The agency is calling for urgent action: banning flavors, prohibiting advertising and sponsorships, enforcing age verification, and raising taxes.