Sleek, discreet packaging, added flavours, sponsorship of concerts, festivals and sports events and aspirational lifestyle branding are among the widespread industry tactics used by nicotine pouch brands to appeal to younger audiences, warns the World Health Organisation (WHO) in a recently released global report “Exposing marketing tactics and strategies driving the growth of nicotine pouches”.

The report was developed in response to requests from countries seeking authoritative guidance from WHO on nicotine pouches and how governments should respond.

Large market

The global market of nicotine pouch products was worth nearly $7 billion in 2025.

WHO further warns that some packaging mimics sweets or popular candy brands, increasing risks to young children and adds that all of these tactics are designed to normalise nicotine use, lower perceptions of risk and draw a new generation of users into nicotine addiction.

Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the lining of the mouth. They typically contain nicotine, flavourings, sweeteners and other additives. Retail sales of nicotine pouches reached over 23 billion units in 2024, increasing by more than 50% from the previous year.

Nicotine itself is highly addictive and harmful, particularly for children, adolescents and young adults whose brains are still developing. Nicotine exposure during adolescence can affect brain development, including impacts on attention and learning. Early nicotine use can increase the likelihood of long-term dependence and future use of other nicotine and tobacco products. Nicotine use also increases cardiovascular risk.

“The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace,” said Vinayak Prasad, unit head, Tobacco Free Initiative for WHO. “Governments must act now with strong, evidence-based safeguards.”

Little to no regulation

WHO notes that regulation in many countries is limited or absent, raising concerns about youth nicotine addiction and related health risks.

“Governments are seeing the use of these products spread quickly, especially among adolescents and young people who are being aggressively targeted by deceptive tactics,” said Etienne Krug, director of Department of Health Determinants, Promotion and Prevention at WHO. “These products are engineered for addiction and there is a strong need to protect our youth from industry manipulation.”

The report adds that nicotine pouches should not be considered risk-free. Yet, some products are being sold in multiple strength tiers marketed as ‘beginners’, ‘advanced’ and ‘experts’ with nicotine amounts labelled at up to 150 mg.

WHO urges young people to recognise and reject industry tactics designed to make nicotine use seem normal.

Sonu Goel, professor, Department of Community Medicine and School of Public Health, PGIMER Chandigarh, said that oral nicotine pouches are being aggressively marketed as ‘clean’, ‘modern’, and ‘tobacco-free’ alternatives, particularly targeting youth and young adults.

“However, nicotine in any form is highly addictive and poses serious risks to brain development, cardiovascular health, and long-term dependence. The Government of India must take proactive measures to regulate oral nicotine pouches under the Prohibition of Electronic Cigarettes Act (PECA) to prevent another wave of nicotine addiction among the younger generation. Strong regulation, surveillance, and youth-focused awareness are urgently needed to address this emerging public health threat,” he said.