The World Health Organization (WHO) has issued a global call for strict regulation of nicotine pouches, warning of a looming epidemic among adolescents. As cigarette use declines, tobacco companies are shifting to new products like nicotine pouches — small, smokeless packets marketed as adult smoking cessation tools but increasingly used by youth. The WHO's first report on the topic reveals that global sales surpassed 23 billion units in 2024, with the market nearing $7 billion by 2025. North America dominates consumption, while Sweden leads in per capita use.

A regulatory gap leaves most of the world exposed: only 32 countries regulate nicotine pouches, and 16 ban them outright, leaving around 160 states without specific laws. This void allows manufacturers to use aggressive marketing, including influencer campaigns and candy-like flavors such as bubble gum and Mojito, to attract young users. The WHO emphasizes that nicotine — whether derived from tobacco or synthesized in labs — is highly addictive and harmful, especially to developing adolescent brains.

The agency recommends comprehensive measures: banning youth-appealing flavors, restricting advertising, imposing plain packaging, increasing taxes, and capping nicotine content per pouch. Some pouches contain up to 150 milligrams of nicotine, posing lethal risks if ingested by children. Without urgent action, public health officials warn that decades of progress in tobacco control could be undone.