New WHO Warning on Nicotine Pouches Should Spur Global Action to Curb Marketing to Young People

New WHO Warning on Nicotine Pouches Should Spur Global Action to Curb Marketing to Young People

Statement of Smita Baruah, Executive Vice President, Global Tobacco Control, Campaign for Tobacco-Free Kids
May 18, 2026

Washington, D.C. - A new report issued by the World Health Organization (WHO) sounds an urgent warning to governments around the world that tobacco companies are aggressively marketing highly addictive nicotine pouch products to youth and young adults. The report finds that regulation of these products in many countries is limited or absent, even while sales increase rapidly. It should spur governments to take action and stop tobacco companies from using nicotine pouches to addict a new generation of customers.

Contradicting tobacco companies' claims that they market nicotine pouches only to adult smokers, the WHO report highlights the widespread tactics that companies like Philip Morris International and British American Tobacco are using to entice young people. These tactics include fun flavors, social media marketing that promotes these products as cool lifestyle accessories, and sponsorships of music and sports events, including Formula 1 racing teams.

In one of the most egregious examples, Philip Morris and BAT are sponsoring two of the most popular Formula 1 teams - Ferrari and McLaren - to promote their Zyn and Velo nicotine pouch brands. They are doing this knowing full well that F1 is aggressively working to expand its global youth fanbase, including through partnerships with Disney, Lego and Mattel's Hot Wheels. In March, more than 162 organizations from 57 countries called on F1 to prohibit all tobacco sponsorships, including for nicotine pouch products. The WHO report underscores why Formula 1 must act now and stop helping tobacco companies peddle addiction to young people.

Nicotine pouches pose serious risks to the health of youth and young adults. These products expose users to high levels of nicotine, which is extremely addictive, can prime the brain for addiction to other drugs, and can harm the developing brain - which continues to develop into young adulthood.