Nicotine pouches are falling through regulatory cracks and following tobacco industry 'playbook'

Embargoed until: Publicly released: 2026-05-15 18:00

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Highly addictive nicotine pouches, which deliver nicotine through pouches placed between the gum and lip, are being aggressively marketed and promoted to young people and pose health risks, according to a report from the World Health Organization which says nicotine pouches are currently falling through regulatory gaps. The report says nicotine pouch advertisements often use the tobacco industry’s marketing playbook: promoting lifestyle and identity; using youth-appealing, candy-like flavours; depicting pouches as ‘modern’ and ‘high-tech’; portraying an energy-boosting and relaxing effect; marketing during holidays; and presenting unsubstantiated claims that they aid people in quitting smoking. The report states usage could actually hinder cessation attempts and increase nicotine usage, encouraging people to use these products where smoking is otherwise not allowed.