WHO Warns Nicotine Pouch Firms Aggressively Target Young People Globally
Oluwatobi Adu 
ABUJA, Nigeria – The World Health Organization has warned that nicotine pouch manufacturers are increasingly targeting adolescents and young people through aggressive marketing campaigns as global sales continue to rise sharply.
The agency raised concerns that weak regulations in many countries are exposing millions of teenagers and young adults to nicotine addiction and serious health risks.
In a statement released from Geneva on Friday, WHO revealed that retail sales of nicotine pouches exceeded 23 billion units in 2024, representing an increase of more than 50 per cent compared with the previous year.
The organisation also disclosed that the global nicotine pouch market was valued at nearly seven billion United States dollars in 2025.
Nicotine pouches are small sachets placed between the lip and gum to release nicotine into the bloodstream through the mouth lining.
According to WHO, the products often contain nicotine, flavourings, sweeteners and other additives that make them appealing to younger users.
“The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace,” said Vinayak Prasad.
“Governments must act now with strong, evidence-based safeguards.”
WHO warned that nicotine exposure is particularly harmful to children, adolescents and young adults because their brains are still developing.
The agency said early nicotine use could affect learning, attention, long-term brain development and cardiovascular health.
WHO also accused manufacturers of deploying deceptive marketing tactics, including colourful packaging, flavours such as bubble gum and gummy bears, influencer promotions on social media and sponsorship of concerts and sporting events.
“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.
The global health body urged governments to impose flavour restrictions, advertising bans, plain packaging policies, taxation measures and strict age verification systems.
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Hussaini Ibrahim 