Nicotine addiction remains a critical public health issue globally. Nicotine pouches were originally introduced to help smokers quit by providing small and manageable doses of nicotine without the dangerous toxins found in tobacco smoke. This aligns with the concept of Nicotine Replacement Therapy (NRT) products.
However, ahead of World No Tobacco Day on May 31, 2026, which will focus on the tactics used by the industry to hook a new generation of users, the World Health Organization (WHO) issued a warning against nicotine pouch products that are being ‘aggressively marketed to adolescents and young people.’ The organization also noted that regulations in many countries remain limited or absent.
WHO reported that global retail sales of nicotine pouch products reached more than 23 billion units in 2024, marking a significant 50 percent increase from the previous year.
‘The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace,’ said Dr. Vinayak Prasad, Unit Head of the Tobacco Free Initiative for WHO. ‘Governments must act now with strong, evidence-based safeguards.’
Marketing strategies
In its report titled ‘Exposing marketing tactics and strategies driving the growth of nicotine pouches,’ WHO found that marketing strategies for these products are specifically designed to attract younger users. These include sleek packaging, influencer marketing, concert sponsorships, aspirational lifestyle branding, messaging that encourages use in school settings, and attractive flavors that appeal to younger audiences.
The report also noted that some packaging ‘mimics sweets or popular candy brands,’ increasing the risk to young children. WHO warned that these tactics aim to normalize nicotine use and downplay the risks associated with it in order to attract new users.
WHO also noted that only a relatively small number of governments around the world have implemented strict regulations on nicotine pouches.
According to the organization, around 160 countries have no specific regulations on these products, while only 16 countries have banned their sale. Meanwhile, only 32 countries regulate them in some form: five impose flavor restrictions, 26 prohibit sales to minors, and 21 ban advertising, promotion, and sponsorship. As such, WHO called on governments to implement stricter regulatory measures to address the issue. Its recommendations include bans or restrictions on flavors; advertising and promotional bans, including influencer marketing; stronger age-verification and retail controls; clear health warnings and plain packaging; caps on the amount of nicotine allowed; taxation to reduce affordability among youth; surveillance of usage patterns and marketing tactics; and stronger enforcement policies.
Novel tobacco products
In the Philippines, nicotine pouches fall under the category of novel tobacco products. As such, they are covered by Republic Act No. 11900, or the Vaporized Nicotine and Non-Nicotine Products Regulation Act. Under the law, packaging must contain highly visible, full-color graphic and textual health warnings. In addition, packaging is required to be tamper-resistant and child-resistant.
Advertising regulations are also strict, particularly against the use of minors, celebrities, and health professionals in promotions. Moreover, the law states that marketing messages should not target young audiences, undermine smoking cessation campaigns, or encourage non-tobacco and non-nicotine users to use such products, including novel tobacco products. Online advertisements are likewise regulated and may only be viewed after appropriate age-verification measures are implemented under the law.