WHO warns loosely regulated nicotine pouches risk youth addiction

The World Health Organization (WHO) urged governments to tighten regulations on nicotine pouches, citing their aggressive marketing tactics that appeal particularly to younger people. Pouches, which deliver nicotine when placed under the lip, have surged in popularity among tobacco companies as a replacement for declining cigarette sales. The WHO highlighted concerns over high nicotine concentrations, rapid delivery mechanisms, and youth-targeted flavors and packaging. The UN health agency criticized the promotion of pouches on social media, influencer endorsements, and sponsorship of events with large youth audiences, such as Formula 1. These strategies have drawn criticism even from some supporters of pouches as a harm-reduction tool for smokers. WHO Director Etienne Krug stated that these products are 'engineered for addiction.' Currently, 160 countries lack specific regulations for nicotine pouches, according to the WHO. The organization called for measures including nicotine content limits, advertising bans, and restrictions on flavors to protect youth. Some researchers and governments argue that pouches could reduce harm from tobacco by offering a less dangerous alternative to cigarettes, with health authorities like the U.S. Food and Drug Administration (FDA) confirming they are far less harmful than tobacco or vapes. The industry maintains that pouches are primarily used by adult nicotine consumers seeking lower-risk alternatives. Laura Leigh Oyler, vice president of regulatory affairs at Nicokick, an online U.S. pouch retailer, cited FDA data showing low youth usage rates. However, the WHO emphasized the need for stronger safeguards to prevent addiction among young people.