Overview
- WHO, which issued its first global report Friday, warned that nicotine pouches are spreading fast and being marketed in ways that pull in teenagers.
- The products are small sachets placed under the lip that release nicotine without tobacco, with sales topping 23 billion units in 2024 and a market near US$7 billion in 2025.
- WHO detailed youth-focused tactics such as candy flavors, sleek packaging, influencer and social media pushes, and sports sponsorships like Formula 1, and it cited risks to adolescent brain development and heart health.
- Regulators have large gaps to close, with about 160 countries lacking specific rules, and WHO urged flavor limits, ad bans including for influencers, strong age checks, health warnings with plain packs, nicotine caps, taxes, and firm enforcement.
- Policy responses remain split, with France banning pouches and EU bodies debating new taxes and marketing curbs, while industry and some regulators argue pouches can reduce smoking harm and the U.S. FDA describes them as far less harmful than cigarettes.