WHO warns loosely regulated nicotine pouches could fuel youth addiction
That rise, however, has drawn mounting criticism from campaigners and researchers over the way the products are being promoted.
As nicotine pouches surge in popularity, the World Health Organization is pressing governments to tighten controls, warning that the highly addictive products are being “aggressively marketed” in ways that hold particular appeal for younger people.
The small pouches, placed under the lip to deliver a nicotine buzz, have quickly emerged as a crucial growth area for major tobacco companies as cigarette smoking continues its long decline.
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That rise, however, has drawn mounting criticism from campaigners and researchers over the way the products are being promoted.
The WHO said governments should put stronger protections in place to shield people — especially young people — from addiction.
“These products are engineered for addiction,” said Etienne Krug, director of the WHO’s Department of Health Determinants, Promotion and Prevention at the WHO.
The UN health agency highlighted widespread promotion of pouches on social media and through influencers, as well as aspirational lifestyle advertising and sponsorship of concerts, festivals and sports with large youth audiences such as Formula 1 – tactics that even some backers of pouches as a harm-reduction tool say are inappropriate.
Users place the pouches under their lip to get a nicotine buzz
About 160 countries still have no specific rules governing pouches, the WHO said, as it called for a range of measures including limits on nicotine content, bans on advertising and bans or tough restrictions on flavours.
Some researchers and governments argue nicotine pouches could help reduce the harms linked to tobacco by giving smokers or would-be smokers an alternative to cigarettes.
Health authorities such as the US Food and Drug Administration say evidence indicates the products are far less harmful than tobacco and even other alternatives such as vapes.
The industry says its marketing is aimed at adult smokers or nicotine users.
Laura Leigh Oyler, vice president of regulatory affairs at Nicokick, an online store for nicotine pouches in the United States – the world’s top pouch market – said FDA data showed use by young people remained low.
“They are primarily being used by adults who already consume nicotine and are looking for lower-risk alternatives,” she said.
