WHO warns nicotine patch brands targeting youth over surge in sales

The World Health Organization (WHO) is issuing a strong warning today due to the rapid global expansion of nicotine pouches, which are aggressively marketed to adolescents and young adults. WHO notes that regulation is limited or absent in many countries, raising concerns about youth nicotine addiction and associated health risks.

The report comes in the introduction World No Tobacco Day (May 31), which this year will focus on tobacco and nicotine addiction and the industry’s tactics to attract new generations of users.

Nicotine pouches are small pouches located between the gums and lips that release nicotine through the mucous membrane of the mouth. They usually contain nicotine, flavors, sweeteners and other additives. Retail sales of nicotine pouches will reach more than 23 billion units in 2024, an increase of more than 50% compared to the previous year.

“The use of nicotine patches is expanding rapidly, while regulations are struggling to keep up,” said Dr Vinayak Prasad, head of the Tobacco Free Initiative for WHO. “Governments must act now with strong evidence-based safeguards.”

WHO’s first global report on this topic entitled, Uncovering the Marketing Tactics and Strategies Driving the Growth of Nicotine Pouchesit was developed in response to requests from countries seeking authoritative WHO guidance on nicotine pouches and how governments should respond. The global market for nicotine pouches in 2025 was worth almost 7 billion US dollars.

WHO emphasizes that nicotine itself is highly addictive and harmful, especially for children, adolescents and young adults whose brains are still developing. Exposure to nicotine during adolescence can affect brain development, including effects on attention and learning. Early use of nicotine can increase the likelihood of long-term addiction and future use of other nicotine and tobacco products. Nicotine use also increases the risk of cardiovascular disease.

Regulatory gaps leave young people exposed

Nicotine pouches often fall through regulatory cracks:

• about 160 countries do not have special regulations;
• 16 countries prohibit their sale; and
• 32 countries regulate them in some form, including:
  • 5 restrictive flavors
  • 26 limiting sales to minors
  • 21 on the prohibition of advertising, promotion and sponsorship.

Governments are witnessing that the use of these products is spreading rapidly, especially among adolescents and young people who are aggressively targeted by fraudulent tactics,” said Dr. Etienne Krug, Director of the Department of Health Determinants, Promotion and Prevention at WHO. “These products are made for addiction and there is a strong need to protect our youth from industry manipulation.”

Marketing tactics designed to attract young users

The report highlights widespread industry tactics to attract younger audiences, including:

• elegant, discreet packaging;
• flavors such as bubble gum and gummy bears;
• influencer marketing and major promotion on social networks;
• sponsorship of concerts, festivals and sporting events, including Formula 1;
• aspirational lifestyle branding; and
• messages that encourage discreet use in schools and smoke-free environments.

Some packaging mimics candy or popular candy brands, increasing risks for young children.

The report warns that all these tactics are designed to normalize the use of nicotine, reduce the perception of risk and draw a new generation of users into nicotine addiction.

A call to urgent action

WHO urges governments to adopt comprehensive regulation covering all tobacco and nicotine products, including nicotine pouches. Recommended measures include:

• bans or strict taste restrictions;
• prohibitions on advertising, promotion and sponsorship, including social media and the use of influencers;
• strong age verification and retail controls;
• clear health warnings and simple packaging;
• restrictions on the permitted amount of nicotine;
• taxation to reduce affordability and deter young people from using it;
• monitoring usage patterns and industry tactics; and
• strong implementation of policies.

Nicotine pouches should not be considered risk-free. However, some products are sold in multiple strength levels and are advertised as “beginner”, “advanced” and “expert” with nicotine amounts labeled up to 150mg.

WHO urges young people to recognize and reject industry tactics designed to make nicotine use seem normal. Urgent, coordinated action today can help protect a new generation from nicotine addiction.

Notes to editors

The report is a follow-up to the report WHO Study Group on the Regulation of Tobacco Products and WHO Report for the Framework Convention on Tobacco Control. It responds directly to Member States’ requests for evidence and policy guidance on nicotine pouches.

Relevant reference parts

Chapter 4 – World Health Organization Study Group on the Regulation of Tobacco Products. Report on the Scientific Basis of Tobacco Product Regulation: Ninth Report of the WHO Study Group. Geneva: World Health Organization; 2023 (WHO Technical Report Series, No. 1047). License: CC BY-NC-SA 3.0 IGO.

FCTC/COP10/6 (pages 16 and 17) – Progress report on technical issues related to Articles 9 and 10 of the WHO FCTC (Regulation on the Content and Disclosure of Tobacco Products, including Water Pipe, Smokeless Tobacco and Heated Tobacco Products). July 2023

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