What Is a Nicotine Pouch? Why WHO says it could become the next big addiction among young people
Harvinder Kaur
Chandigarh, May 16, 2026: A small white pouch placed under the lip may appear harmless, but the World Health Organization (WHO) is warning that nicotine pouches could emerge as a new and serious addiction risk among young people worldwide.
The concern comes amid a rapid rise in their popularity, particularly among teenagers and young adults. WHO says these products are often designed and marketed in ways that make them seem modern, discreet and less harmful than traditional tobacco.
What are nicotine pouches?
Nicotine pouches are small, tobacco-free packets placed between the upper lip and gum. They release nicotine through the lining of the mouth into the bloodstream.
They do not produce smoke, do not contain tobacco leaf, and do not require spitting, which makes them easy to use discreetly. Most products contain nicotine powder, flavouring agents, sweeteners and plant-based fibres, and are available in flavours such as mint, berry, citrus, coffee, watermelon and cola.
Because they are nearly invisible during use and do not produce smell, many users consider them a “cleaner” alternative to cigarettes or chewing tobacco.
Why are young people using them?
According to WHO, nicotine pouches are being promoted aggressively through modern marketing strategies. These include colourful packaging, fruity flavours, influencer promotions and social media campaigns that present them as lifestyle products rather than addictive substances.
Experts say this makes them particularly attractive to first-time users, especially teenagers who may have never used nicotine before. Their discreet nature also adds to their appeal, as they can be used without being easily detected in schools, homes or public places.
Health concerns raised by WHO
WHO has stressed that nicotine is highly addictive regardless of how it is consumed. Health experts warn that regular use among young people can interfere with brain development, affect memory and concentration, and contribute to anxiety and mood-related issues. Long-term use may also increase dependence and raise risks related to heart rate and blood pressure.
A major concern, according to health officials, is the misconception that nicotine pouches are safe simply because they do not produce smoke. WHO warns that nicotine itself remains harmful and can lead users toward stronger tobacco or nicotine products over time.
Rising global market and concerns
WHO reports that sales of nicotine pouches are increasing rapidly across Europe, North America and other regions, with billions of units being sold globally in recent years. Major tobacco companies have also entered this market aggressively, positioning pouches as the “next generation” nicotine product after vaping.
These products are often marketed as modern lifestyle accessories or stress-relief tools, but WHO says such messaging may mislead young consumers and downplay the risks of addiction.
Why experts call it a “hidden addiction”
Unlike smoking or chewing tobacco, nicotine pouch use is difficult to detect. There is no smoke, smell or visible activity, making it easier for users to consume them unnoticed in classrooms, offices or public spaces. Because of this, experts describe them as a “hidden” or “silent” form of addiction, particularly among teenagers.
Regulation and global response
Regulations vary widely across countries. Some nations allow nicotine pouches with age restrictions and warning labels, while others are moving toward stricter controls or outright bans. WHO has urged governments to take stronger action by restricting youth-targeted advertising, banning flavoured products aimed at minors, strengthening warning labels and regulating online marketing more strictly.
The bigger concern
Public health experts warn that the world may be repeating a pattern seen with vaping, where products initially promoted as alternatives for adult smokers became widely popular among teenagers. WHO has emphasized that early intervention is necessary to prevent nicotine pouch use from becoming another large-scale youth addiction issue.
The organisation has called on governments worldwide to prioritise protecting children and adolescents from nicotine dependence before the trend expands further.