Updated · World Health Organization (WHO) · May 15
WHO Flags 23 Billion Nicotine Pouches Sold as Firms Exploit Social Media Loopholes
Updated
Updated · World Health Organization (WHO) · May 15
WHO Flags 23 Billion Nicotine Pouches Sold as Firms Exploit Social Media Loopholes
10 articles · Updated · World Health Organization (WHO) · May 15
WHO’s first nicotine-pouch report says transnational tobacco companies are rapidly expanding the category by co-branding pouches with cigarette names and pushing them across social and digital platforms.
Those campaigns often mimic classic cigarette advertising—linking pouches to glamour, romance, music, motor sports and social belonging—while youth-heavy social media helps bypass national ad bans and other rules.
Retail sales topped 23 billion units in 2024, up 50% from 2023, and the global market is projected to reach $7 billion by 2025.
Only 32 countries currently regulate nicotine pouches, leaving 160 without specific frameworks; WHO says the report is meant to help governments close those gaps with stricter rules and taxes.
Can regulators protect teens from nicotine pouches without harming adults trying to quit smoking?
As companies exploit loopholes with synthetic nicotine, can new laws finally end the regulatory cat-and-mouse game?
Nicotine Pouches on the Rise (2024-2026): WHO’s Call for Regulation, Health Risks, and the Battle Over Youth Safety vs. Harm Reduction
Overview
Nicotine pouches are rapidly spreading worldwide, driven by aggressive marketing and gaps in regulation. The World Health Organization has urgently warned that these products, often promoted through social media and influencers, are becoming widely available and popular, especially among young people. This surge is linked to weak oversight and targeted advertising, raising concerns about a new generation becoming addicted to nicotine. In response, the WHO is calling for strong government action, including bans on flavors, strict advertising controls, and clear health warnings, to close regulatory loopholes and protect public health.