Oluwatobi Adu 
GENEVA, Switzerland – The World Health Organization (WHO) has warned that nicotine pouches are rapidly gaining popularity among young people, exposing millions of adolescents worldwide to highly addictive substances through aggressive marketing campaigns.
Ahead of World No Tobacco Day on 31 May, the UN health agency said tobacco and nicotine companies are increasingly targeting children and teenagers with flavoured products, colourful packaging and social media promotions.
WHO disclosed that at least 40 million children aged between 13 and 15 currently use tobacco products globally, while e-cigarette and nicotine pouch use continues to rise among adolescents.
The agency said nicotine pouches have become one of the fastest-growing nicotine products worldwide, yet about 160 countries still lack regulations specifically governing their sale and promotion.
According to WHO, manufacturers are deploying candy-like flavours, attractive packaging and influencer marketing to encourage long-term nicotine dependence among young consumers.
“Even as tobacco continues to kill millions of people, major tobacco companies are reinventing their business model, continuing to profit from deadly cigarettes while aggressively pushing flavoured e-cigarettes, nicotine pouches and other nicotine products aimed at hooking the next generation,” said Dr Etienne Krug, Director of WHO’s Department of Health Determinants, Promotion and Prevention.
WHO warned that nicotine is highly addictive and poses particular risks to children, adolescents and young adults because their brains are still developing.
The organisation urged governments to ban flavoured nicotine products, restrict advertising and sponsorship, enforce smoke-free and vape-free public spaces, and strengthen compliance measures.
WHO also encouraged the world’s more than one billion tobacco and nicotine users to use World No Tobacco Day as an opportunity to quit.
The agency noted that tobacco use causes more than seven million deaths annually and remains one of the leading causes of preventable illness and death worldwide.
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