On World No Tobacco Day, observed on May 31, the World Health Organization (WHO) has designated the theme “Unmask the appeal — countering nicotine and tobacco addiction,” emphasizing the rising popularity of nicotine pouches among youth and their significant potential for addiction.
The WHO will also release its inaugural global report concerning nicotine pouches and their marketing as “tobacco-free.” This report comes as regulatory measures often fall behind the swift evolution of tobacco products. In light of this, the organization is urging governments to incorporate nicotine pouches within comprehensive tobacco control frameworks. It calls for closing existing regulatory loopholes and prioritizing public health over commercial interests.
Published on May 18, 2026.
