The World Health Organization has issued a warning over the rapid global growth of nicotine pouches, citing concerns about youth uptake, addiction risks and limited regulation in many markets. The warning comes ahead of World No Tobacco Day on 31 May, which this year focuses on nicotine addiction and industry marketing practices targeting younger consumers.

According to the WHO, global retail sales of nicotine pouches exceeded 23 billion units in 2024, up more than 50% year-on-year, while the market was valued at nearly US$7 billion in 202

The organization said regulatory frameworks remain uneven globally, noting that around 160 countries do not yet have specific rules governing nicotine pouches. Sixteen countries have banned their sale, while 32 regulate them in some form, including restrictions on flavours, sales to minors and advertising.

WHO also highlighted marketing practices it says are designed to appeal to younger audiences, including flavoured products, influencer campaigns, sponsorships linked to sports and entertainment events, and discreet packaging. The report notes that some products are marketed in different nicotine strength categories, with certain products labelled at nicotine levels of up to 150 mg.

The organization is calling on governments to introduce broader regulation covering nicotine pouches and other nicotine products, including advertising restrictions, age-verification requirements, health warnings, nicotine caps and taxation measures.

WHO stated that nicotine exposure can pose risks for adolescents and young adults, particularly due to the addictive nature of nicotine and its potential impact on brain development.