WHO is expanding its anti-nicotine campaign to include nicotine pouches, drawing pushback from harm reduction advocates. Photo credit: Bengt Wiberg, Pixabay.
The World Health Organization intensified its scrutiny of nicotine pouches and renewed calls for tighter oversight of nicotine pouches, citing concerns about youth uptake and marketing practices as global sales continue to grow. Harm reduction advocates, however, warned against broad restrictions that could undermine access to smoke-free nicotine alternatives for adult consumers.
In a report released May 15, WHO said nicotine pouches remain largely unregulated in many parts of the world, with around 160 countries lacking product-specific rules. The agency expressed concern about marketing tactics it says may appeal to younger consumers, including the use of flavors, social media promotion, and influencer campaigns.
Global demand for nicotine pouches has expanded rapidly in recent years. WHO said global retail sales of nicotine pouches reached 23.462 billion units in 2024, marking year-on-year growth of 50.5%. It also estimated the global nicotine pouch market at nearly US$7 billion in 2025. North America, led by the US, accounted for the largest share of revenue at 79%. Nicotine pouches have also gained significant traction in several European markets, particularly Germany, Poland, and Sweden.
WHO argued that nicotine exposure during adolescence can affect brain development and increase the likelihood of long-term nicotine use. The organization urged governments to strengthen oversight through measures such as age restrictions, marketing controls, and product standards. WHO also criticized branding and promotional strategies that feature colorful packaging and flavor-focused positioning.
The Coalition of Asia Pacific Tobacco Harm Reduction Advocates (CAPHRA) urges regulators to avoid “one-size-fits-all” restrictions on nicotine products. In a statement issued May 17, the organization said policymakers should focus on responsible regulation rather than prohibitive measures that could unintentionally benefit cigarette sales or illicit markets.
CAPHRA said it supports rules that prevent youth access, prohibit irresponsible marketing, and establish manufacturing and safety standards. However, the group argued that regulators should distinguish between combustible tobacco products and smoke-free nicotine alternatives when developing policy frameworks.
The organization also emphasized the potential role of nicotine pouches within broader tobacco harm reduction strategies, arguing that adult smokers should retain access to lower-risk alternatives where appropriate regulation exists.
"Good regulation can protect young people and still help adults leave smoking behind,” CAPHRA executive coordinator Nancy Loucas said. "That is the standard WHO should be promoting.”