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WHO Warns Loosely Regulated Nicotine Pouches Risk Youth Addiction

WHO said 160 countries lack specific rules and called for limits on nicotine, flavours and advertising as sales of the pouches surge.

  • On Friday, the World Health Organization released a report urging global governments to implement stricter controls on nicotine pouches, warning that the addictive products are being "aggressively marketed" to younger audiences.
  • The WHO highlighted how companies sponsor sports like Formula 1 and use influencers to appeal to youth, with 160 countries currently lacking specific regulations to curb nicotine content or flavor usage.
  • "These products are engineered for addiction," said Etienne Krug, director of the WHO's Department of Health Determinants, Promotion and Prevention, while Nicokick's Laura Leigh Oyler countered that pouches are primarily used by adults seeking lower-risk alternatives.
  • Governments are navigating the regulatory gap; Great Britain's Vapes Act aims to close loopholes by bringing pouches into a clearer framework, while the Food and Drug Administration views pouches as substantially less harmful than tobacco.
  • Large studies are currently underway, Prof Caitlin Notley noted, to determine if pouches help people quit smoking; evidence on cessation remains limited but will inform future policy decisions.
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With a gummy bear and liquorice taste: providers would want to drive young into dependency, writes the WHO.

·Zürich, Switzerland
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The Straits TimesThe Straits Times
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WHO warns loosely regulated nicotine pouches risk youth addiction

·United Kingdom
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They taste like gummy bears or liquorice and are forbidden in Germany. Nevertheless, nicotine bags are becoming more and more popular especially among young people.

·Hamburg, Germany
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La Presse broke the news in Montreal, Canada on Friday, May 15, 2026.
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