PETALING JAYA: The World Health Organisation (WHO) has raised the alarm on the rapid global expansion of nicotine pouch products, which are being aggressively marketed to adolescents and young people.
In a recently released report in the run-up to World No Tobacco Day on May 31, WHO highlighted the widespread industry tactics to appeal to younger audiences.
This includes sleek, discreet packaging, flavours such as bubble gum and gummy bears, influencer marketing and heavy promotion on social media, sponsorship of concerts, festivals and sports events, aspirational lifestyle branding and messaging that encourages discreet use in schools and smoke-free settings.
It cautioned that these tactics are designed to normalise nicotine use, lower perceptions of risk and draw a new generation of users into nicotine addiction.
“Some packaging mimics sweets or popular candy brands, increasing risks to young children,” it said.
WHO also said nicotine itself is highly addictive and harmful, particularly for children, adolescents and young adults whose brains are still developing.
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“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,” it added.
Nicotine pouches often fall through regulatory cracks with around 160 countries having no specific regulation.
To date, 16 countries have banned their sale while 32 countries have some form of regulations including restricting flavours, restricting sales to minors and banning advertising, promotion and sponsorship.
WHO Department of Health Determinants, Promotion and Prevention director Dr Etienne Krug said governments are seeing the use of these products spread quickly, especially among adolescents and young people who are being aggressively targeted by deceptive tactics.
“These products are engineered for addiction. There is a strong need to protect our youth from industry manipulation,” said Dr Krug.
Last year, the global market of nicotine pouch products was worth nearly US$7bil.
Retail sales of nicotine pouches reached over 23 billion units in 2024, an increase of more than 50% from the previous year.
“We urge governments to adopt comprehensive regulation covering all tobacco and nicotine products, including nicotine pouches,” WHO said.
