The World Health Organization issued a call Friday for stricter government oversight of nicotine pouches, expressing concern that these highly addictive products are being marketed in ways that specifically target younger consumers.
These lip-inserted products, which deliver a nicotine hit to users, have quickly emerged as a key revenue source for major tobacco corporations seeking to compensate for declining cigarette sales. However, advocacy groups and scientists have raised concerns about how these products are being promoted.
The global health organization emphasized that governments must implement stronger protective measures to shield people, particularly young individuals, from developing addictions.
According to the WHO, certain products contain elevated levels of highly addictive nicotine and utilize technology designed to accelerate and intensify drug delivery, while appealing to youth through specific flavors and attractive packaging.
“These products are engineered for addiction,” stated Etienne Krug, director of the WHO’s Department of Health Determinants, Promotion and Prevention at the WHO.
The international health organization highlighted extensive promotional campaigns on social media platforms and through influencers, lifestyle-focused marketing approaches, and sponsorships of concerts, festivals and sporting events with significant youth followings, including Formula 1. Even some supporters of pouches as smoking harm reduction tools acknowledge these marketing approaches are problematic.
The WHO reported that approximately 160 nations lack specific pouch regulations and recommended implementing various controls such as nicotine content limits, promotional restrictions, and flavor prohibitions or strict limitations.
Certain researchers and government officials believe nicotine pouches can help minimize tobacco-related health risks by providing smokers and potential smokers with cigarette alternatives. Health regulatory bodies like the U.S. Food and Drug Administration indicate evidence demonstrates these products cause significantly less harm than tobacco and even other alternatives such as vaping devices.
Industry representatives maintain their focus is on adult smokers and nicotine consumers. Laura Leigh Oyler, vice president of regulatory affairs at Nicokick, an online store for nicotine pouches in the United States — the world’s largest pouch market — referenced FDA data indicating minimal youth usage.
“They are primarily being used by adults who already consume nicotine and are looking for lower-risk alternatives,” she said.
