LONDON, May 15 - The World Health Organization on Friday urged governments to step up regulation of nicotine pouches, warning that the products are being marketed in ways that disproportionately appeal to young people and risk fostering addiction.
Nicotine pouches are small sachets placed under the lip to deliver nicotine without tobacco combustion. They have surged in importance for major tobacco firms seeking revenue sources as cigarette sales fall. At the same time, campaigners and researchers have raised concerns over how these products are promoted and the potential consequences for public health.
The WHO said some pouches contain high concentrations of nicotine and that manufacturers are using technology to accelerate and intensify nicotine delivery. The agency also pointed to the use of flavours and packaging strategies that can target younger demographics.
"These products are engineered for addiction," said Etienne Krug, director of the WHO’s Department of Health Determinants, Promotion and Prevention.
The UN health agency outlined several promotional strategies it views as problematic, including heavy promotion on social media and through influencers, aspirational lifestyle advertising, and sponsorship of large youth-audience events such as concerts, festivals and sports - naming Formula 1 as an example. The WHO noted that some observers who accept pouches as a potential tool to reduce smoking-related harms nonetheless regard such marketing approaches as inappropriate.
In addition to marketing concerns, the WHO highlighted regulatory gaps. It said about 160 countries lack specific rules for nicotine pouches and urged governments to adopt a suite of safeguards. Recommended measures include caps on nicotine content, bans on advertising, and bans or strict limits on flavourings.
At the same time, the WHO acknowledged that some researchers and governments view nicotine pouches as having a role in reducing tobacco-related harms by offering an alternative to combustible cigarettes. The agency cited assessments by health authorities such as the U.S. Food and Drug Administration that find evidence these products are far less harmful than tobacco and even other alternatives like vapes.
Industry representatives maintain they direct marketing at adult smokers or existing nicotine users. Laura Leigh Oyler, vice president of regulatory affairs at Nicokick - an online nicotine pouch retailer in the United States, which the WHO identified as the world’s largest pouch market - said FDA data indicate use by young people remains low.
"They are primarily being used by adults who already consume nicotine and are looking for lower-risk alternatives," Oyler said.
The WHO’s appeal for tighter controls reflects a tension between harm reduction arguments from some public health authorities and growing alarm about youth uptake driven by marketing, product design and the availability of flavoured options. Governments face decisions on regulatory responses while the market for pouches continues to expand.