The World Health Organization (WHO) has issued a stark warning about the rapid global growth of nicotine pouch products highlighting concerns over their aggressive marketing tactics aimed at adolescents and young adults.
As addiction treatment professionals work to address nicotine dependence alongside co-occurring substance use disorders, the findings point to a growing pipeline of young people who may need help.
What Are Nicotine Pouches
Nicotine pouches are small, smokeless packets that are placed between the gum and upper lip allowing nicotine to be absorbed through the lining of the mouth. They typically contain nicotine along with flavourings, sweeteners, and other ingredients.
Unlike cigarettes, they produce no smoke or vapor, making them easy to conceal. They have quickly emerged as a key product category for major tobacco companies seeking to compensate for declining cigarette sales.
A Market Exploding with Little Oversight
The scale of growth is striking. Retail sales of nicotine pouches surpassed 23 billion units in 2024, representing an increase of more than 50% compared with the previous year.
Yet about 160 countries still have no specific regulations in place for nicotine pouches, despite rapidly growing sales worldwide, leaving millions of people unprotected.
According to the WHO report, the industry has employed extensive marketing tactics aimed at appealing to younger audiences. Some packaging mimics sweets or popular candy brands, increasing risks to young children.
Engineered for Addiction
WHO officials did not mince words in describing the intent behind these products. Some products have high concentrations of highly addictive nicotine, and technology to increase the speed and intensity of the drug’s delivery or target young people via flavors and packaging, the report noted.
The UN health agency pointed to heavy promotion of pouches on social media and by influencers, aspirational lifestyle marketing, and sponsorship of concerts, festivals, and sports with large youth audiences such as Formula 1 as key tactics.
Nicotine addiction established in adolescence is particularly difficult to break. The brain’s reward pathways are still developing through the mid-20s, making young users more vulnerable to dependency, and more likely to need formal addiction treatment later in life.
What the WHO Is Calling For
The WHO’s proposed measures include applying regulations uniformly to all nicotine pouch products regardless of nicotine form, banning flavors and prohibiting all forms of advertisement and promotion.
The WHO also calls on countries to restrict young people’s access to nicotine pouches by enforcing minimum age laws, ensuring robust age verification and prohibiting online sales.
Until those protections exist, the responsibility falls heavily on families, educators and healthcare providers to identify use early.
What This Means for Treatment Seekers
Nicotine dependence is a recognized substance use disorder and it frequently co-occurs with alcohol, opioid and stimulant addiction.
If you or someone you know is struggling to stop using nicotine pouches or other nicotine products, evidence-based treatment options exist.
Many rehab centers and outpatient programs now address nicotine and tobacco use as part of integrated addiction treatment.
Finding the Right Rehab
The WHO’s warning is a reminder that addiction doesn’t always start with illicit drugs. For young people developing nicotine dependence today, the path to needing broader addiction treatment can begin earlier than most expect.
If you’re researching treatment options for yourself or a loved one, whether for nicotine, substances or co-occurring mental health conditions, knowing your options is the first step.
Start by comparing rehab centers in your area, understanding what insurance coverage for rehab may apply, and verifying that any facility uses evidence-based approaches to treating substance dependence.
Rehab.com’s directory includes thousands of verified treatment centers nationwide. Call
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