The World Health Organization is sounding the alarm over the explosion in popularity of nicotine pouches, those small "pouches" placed between the lip and gum that are increasingly appealing to teenagers and young adults. In a report, the WHO states that these products are "designed to be addictive" and denounces aggressive marketing strategies inspired by social media.
Often presented as "modern," "discreet," and "tobacco-free," these pouches are experiencing explosive growth worldwide. According to the WHO, more than 23 billion units were sold in 2024, an increase of over 50% in one year, for a market now estimated at nearly $7 billion.
Products accused of directly targeting teenagers
The international organization accuses manufacturers of using a proliferation of fruity flavors, colorful packaging, and influencer campaigns to attract a young audience. The WHO also criticizes the promotion of "discreet" consumption, sometimes presented as invisible to parents or teachers.
Experts remind us that nicotine remains a highly addictive substance, particularly dangerous for developing brains. Several studies already indicate a sharp increase in consumption among 16-24 year olds in several European and North American countries.
France has already chosen to ban
Faced with this rapid increase, France banned the sale and use of nicotine sachets on April 1, 2026, although some aspects of the decree remain under review by the Council of State. Only sixteen countries worldwide have adopted a similar ban so far.
The WHO is now calling on governments to rapidly strengthen regulations to prevent the emergence of a new generation addicted to nicotine. The organization is specifically requesting restrictions on the flavorings, advertising, and online sales of these products.
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