The WHO describes nicotine pouches as a growing threat to public health and wants to see more bans and tougher rules. At the same time, British researchers and Swedish commentators point to something quite different: that smokeless nicotine products can be a way out of cigarettes.
- For smokers, switching to nicotine pouches can significantly reduce the health risks associated with nicotine use, says public health researcher Harry Tattan-Birch.
The World Health Organisation (WHO) has launched a major attack on nicotine pouches in a new report on the rapidly growing white pouch market. The organisation warns of aggressive marketing to young people, good taste and nicotine addiction. Meanwhile, several researchers say the WHO's analysis misses important points: that the products are likely to be significantly less harmful than cigarettes - and could play a role in helping smokers quit.
- Nicotine pouches are becoming increasingly popular among adolescents and young adults, with strong appeal and high addictive potential, according to the WHO report.
The reports, Exposing marketing tactics and strategies driving the global growth of nicotine pouches, focuses almost entirely on how the tobacco industry promotes its products through social media, influencers and attractive flavours. The WHO compares many of the strategies to classic cigarette advertising and describes nicotine pouches as a “growing public health challenge”.
WHO wants tougher rules - or a ban
The WHO is calling on member states to introduce much stricter regulations on nicotine pouches than many countries have today. It recommends firstly a total ban and secondly a ban on virtually all forms of flavouring, a ban on advertising the pouches, the introduction of high taxes and so-called “plain packaging” - that is, all pouches should look the same.
The WHO also describes nicotine pouches as particularly problematic because they are “discreet”, considered “modern” and possible to use “anytime, anywhere”. The WHO says this risks “normalising nicotine use among young people”, something it has previously said about e-cigarettes.
At the same time, the report contains relatively little discussion of the difference in health risks between smoking cigarettes and using smokeless nicotine products - something that has long been a bone of contention in the harm reduction debate.
The market is growing rapidly globally
At the same time, the WHO report shows the rapid growth of the nicotine pouch market globally, which reached almost $7 billion in 2025, with the strongest growth in the US and Europe.
The organisation also identifies flavouring, influencer marketing and popularity among athletes as key drivers of the trend. Social media campaigns and partnerships linked to motorsport and music festivals are also mentioned.
Critics: risks must be put into context
Dr Harry Tattan-Birch, a researcher at University College London and one of the UK scientists who has followed the development of nicotine pouches most closely, comments via the Science Media Centre that while the products do pose addiction risks - the risks must also be considered in relation to cigarette smoking.
- For people who smoke, switching to nicotine pouches can mean a significant reduction in health risks," said Ms Tattan-Birch in her comments.
He points out that use in the UK still seems to be mainly concentrated in people who already smoke, snuff or vejpar - rather than in young people with no previous nicotine use.
At the same time, he emphasises that products should be regulated to reduce underage use and limit marketing to young people.
Sweden is mentioned - but low smoking rates take a back seat
The WHO report notes that nicotine pouches have grown rapidly in Sweden and the other Nordic countries and that the EU's ban on snus has probably contributed to this development.
According to the Swedish Centre for Alcohol and Drug Information (CAN), the use of snus and e-cigarettes has increased while smoking has decreased. During the same period, the overall use of nicotine products has remained at the same level since 2019. The WHO report does not elaborate on Sweden's low levels of cigarette smoking or the Swedish debate on harm reduction via snus and other smokeless nicotine products.
This has provoked reactions from the Swedish Snus Association.
- The WHO is at it again. The organisation, which as recently as last autumn was pushing for measures that could have led to a Swedish snus ban, now wants to see even tougher rules against nicotine pouches and smoke-free alternatives, writes the association's chairman Samuel Lundell in a commentary.
The association believes that the WHO recommendations risk putting pressure on future EU regulations as well.
- Pressure is now mounting on the EU to follow the WHO line - despite the fact that Sweden has Europe's lowest smoking rate thanks to snus, writes Lundell.
In a further statement, the Swedish Snus Association describes the report as “the beginning of an attempt to ban and regulate away our snus”.
Swedish harm reduction highlighted
The WHO is also criticised by industry for not placing greater emphasis on Sweden's development.
For Max Jansson, PR manager at Haypp Group/Snusbolaget, the Swedish experience should carry more weight in the international debate.
- The Swedish model shows that it is possible to combine regulation, consumer protection and reduced smoking. It also shows that a ban is not the only way," he says in a commentary.
He believes that Sweden's low smoking rates should play a greater role in the WHO's reasoning.
- In Sweden, less than 5 per cent of the adult population smokes. According to the WHO's own standard, this means that the country is considered smoke-free. This would not have happened without sound regulation of alternative nicotine products.
Meanwhile, the conflict around nicotine pouches continues to grow: are the products mainly about a new route into nicotine addiction - or about a less harmful alternative for people who would otherwise smoke?
- As the WHO sets the global tone, the focus should be on highlighting working solutions, not ignoring them. Otherwise, there is a risk of missing out on one of the most effective ways to reduce smoking, writes Max Jansson.
