WHO Warns Nicotine Pouches Could Create a New Wave of Youth Addiction

The World Health Organization is urging governments to strengthen regulation of nicotine pouches, warning that the products are being marketed in ways that may appeal to young people and could drive a new generation of nicotine addiction. The warning comes as sales of tobacco-free nicotine pouches continue to rise globally, often faster than regulation can keep up.

Nicotine pouches are small sachets placed under the lip to deliver nicotine without smoking, vaping, or using tobacco leaf. Because they are discreet, often flavored, and sometimes marketed with lifestyle branding, public health experts are concerned that they may be especially attractive to adolescents and young adults. WHO says nicotine remains highly addictive and can be harmful to young people, particularly because the brain continues developing through adolescence and early adulthood.

A central concern is the regulatory gap. According to WHO, around 160 countries do not have specific regulations for nicotine pouches. This means products may be sold with limited controls on nicotine strength, flavors, packaging, advertising, or age restrictions. WHO is calling for stronger measures, including nicotine limits, advertising bans, and restrictions on flavors that could appeal to younger users.

The issue is complicated by the harm-reduction debate. Some researchers and regulators argue that nicotine pouches may be less harmful than cigarettes for adults who already use nicotine, because they do not involve combustion or tobacco smoke. In the U.S., the FDA authorized the marketing of several Zyn nicotine pouch products in 2025, stating that the authorized products had lower levels of harmful constituents than cigarettes and many smokeless tobacco products.

But WHO’s warning focuses less on adult smokers switching from cigarettes and more on the risk of youth uptake. The concern is that colorful branding, sweet flavors, influencer marketing, and sports or music sponsorships could normalize nicotine use among people who may never have smoked. Once nicotine use begins early, the risk of long-term dependence increases.

For healthcare professionals, the message is clear: nicotine pouches should not be viewed as harmless simply because they are smoke-free or tobacco-free. They may have a role in harm reduction for some adult nicotine users, but without careful regulation, they also risk becoming another youth-focused nicotine trend.

The WHO’s warning is therefore not only about one product category. It reflects a broader challenge in public health: how to regulate newer nicotine products quickly enough to protect young people, while still allowing evidence-based harm-reduction options for adults who already smoke.

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