Tiny Pouches, Big Danger: Youth targeted in nicotine boom

As nicotine pouches quietly flood shop shelves and social media feeds, the World Health Organisation (WHO) has raised a sharp alarm over what it calls a growing threat to young people worldwide. These tiny sachets, tucked between the lip and gum, are being sold in colourful flavours like bubble gum and gummy bears, while online influencers and flashy branding make them appear trendy and harmless.

Global sales of nicotine pouches crossed 23 billion units in 2024, rising dramatically within a year. WHO fears the products are slipping through weak laws in many countries, allowing companies to aggressively target teenagers and young adults.

Health experts warn that nicotine can quickly create dependence, especially among adolescents whose brains are still developing. Early exposure may affect concentration, learning and long-term behaviour, while also increasing future health risks.

The UN health agency says packaging often resembles sweets, making the products attractive to children. Concert sponsorships, sports tie-ins and social media campaigns are also helping nicotine use appear fashionable and normal. WHO is now urging governments to tighten rules, restrict flavours and advertising, and shield a new generation from addiction.