The World Health Organization has raised serious concerns over the growing popularity of nicotine pouches, warning that aggressive youth-focused marketing could trigger a new wave of nicotine addiction worldwide. In a recent global alert, WHO stated that many nicotine pouch brands are using colourful packaging, sweet flavours, influencer promotions, and social media campaigns that strongly appeal to teenagers and young adults.
Although marketed as “tobacco-free” alternatives, health experts caution that these products still contain highly addictive nicotine and may normalize long-term nicotine use among younger populations. WHO noted that the rapid expansion of the nicotine pouch market has outpaced regulation in many countries, leaving millions of adolescents vulnerable to targeted advertising.
The organization has urged governments to introduce stricter controls on marketing, flavouring, nicotine content, and youth access. Public health leaders fear that without immediate intervention, nicotine pouches could undermine years of global progress in tobacco control and addiction prevention.
