The World Health Organization has called on executives worldwide to implement strict regulation on nicotine pouches, after retail sales of this product surpassed 23 billion units in 2024, an increase of more than 50 percent compared to the previous year.
"The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace. Governments must act immediately with robust, evidence-based protective measures," stated the head of the WHO's Tobacco-Free Initiative Unit, Vinayak Prasad, during a press conference.
Coinciding with World No Tobacco Day, the WHO proposes a set of measures to states, including the prohibition of flavors in nicotine pouches, a ban on advertising, promotion, and sponsorship—including social media and 'influencers'—as well as strengthening age verification systems and stricter oversight on retail sales.
The Organization further suggests introducing visible health warnings and plain packaging, limiting the permitted nicotine content, and applying specific taxes to increase the price of these products, in order to reduce their availability and discourage consumption, especially among the younger population.
In this context, the WHO has released the report "Uncovering the Marketing Tactics and Strategies Driving the Global Growth of Nicotine Pouches," in which it warns about the rapid international expansion of these items, which, in its opinion, are being promoted "aggressively" among adolescents and young people.
According to the document, nicotine pouches are small sachets placed between the gum and lip to release nicotine through the oral mucosa, and they typically contain nicotine, flavorings, sweeteners, and other additives.
The report also indicates that the global market for these pouches reached a value close to 6 billion euros in 2025. The WHO insists that nicotine is a highly addictive and harmful substance, especially for children, adolescents, and young adults, whose brains are still developing.
"Nicotine exposure during adolescence can interfere with brain development, with possible effects on attention, memory, and learning. Furthermore, early use increases the likelihood of developing long-term dependence and subsequently initiating the use of other nicotine and tobacco products," Prasad emphasized, adding that nicotine is associated with a higher cardiovascular risk.
Spain, in the WHO's sights
On the other hand, World Health Organization representative Ranti Fayokun highlighted that Spain has established itself as a significant market for nicotine pouches.
"Many European countries represent very important markets for these products, and it is currently estimated that around five million cans are sold in Spain, a volume that could increase to eight million," she warned.
In the Spanish case, the Government gave the green light in 2025 to the Draft Law amending Law 28/2005, on sanitary measures against smoking, with the intention of strengthening public health protection and adapting legislation to new consumption patterns and the evolution of the market for tobacco products and other nicotine-containing articles.
The regulatory proposal incorporates for the first time specific regulation of oral nicotine pouches, manufactured wholly or partially with natural or synthetic nicotine and marketed in sachets, powder, or tablets. For its entry into force, the text must be processed and approved by the Cortes.
Impact among young people and regulatory vacuum
According to the WHO report, around 160 countries still lack specific regulation on nicotine pouches, while 16 have opted to ban their sale and 32 have established some form of regulatory framework. Among the latter, five limit flavors, 26 restrict sales to minors, and 21 ban advertising, promotion, and sponsorship.
"Governments are observing a rapid spread in the use of these products, especially among adolescents and young people, who are targeted by deceptive tactics," stated Etienne Krug, Director of the Department of Social Determinants of Health, Health Promotion and Prevention at the WHO.
The Organization maintains that these pouches are designed to foster dependence. To this end, companies develop 'marketing' strategies aimed at attracting young consumers, including discreet and eye-catching packaging, flavors like bubblegum or gummy bears, and social media campaigns supported by 'influencers'.
The report also highlights the sponsorship of concerts, festivals, and sporting competitions, including Formula 1, as well as messages that encourage hidden consumption in environments such as educational centers and smoke-free spaces.
In response, the WHO encourages young people to identify and reject industry tactics that aim to normalize nicotine use. "Urgent and coordinated action today can help protect a new generation from nicotine dependence," it adds.
They are not a tool to quit smoking
Regarding their supposed role in smoking cessation or harm reduction, the WHO recalls that safe and validated methods for quitting tobacco already exist.
"Products should not be marketed with implicit or explicit claims about smoking cessation unless they have undergone rigorous scientific and regulatory evaluation demonstrating their safety and efficacy," Prasad concluded.