26/05/2026
WHO urges gov’t to police to***co& ni****ne products
By Mabinty M. Kamara
The World Health Organization (WHO) in a recent press release urges governments to adopt comprehensive regulations covering all to***co and ni****ne products, including ni****ne pouches.
“WHO notes that regulation in many countries is limited or absent, raising concerns about youth ni****ne addiction and related health risks.”
Ni****ne pouches according to the release are small sachets placed between the gum and lip that release ni****ne through the lining of the mouth. “They typically contain ni****ne, flavourings, sweeteners and other additives. Retail sales of ni****ne pouches reached over 23 billion units in 2024, increasing by more than 50% from the previous year.”
The global health body therefore, issues a strong warning over the rapid global expansion of ni****ne pouch products, which it said are being aggressively marketed to adolescents and young people.
The statement comes ahead of 31st May which is commemorated as World No To***co Day, which this year will focus on to***co and ni****ne addiction and the tactics used by industry to hook a new generation of users.
“The use of ni****ne pouches is spreading rapidly, while regulation struggles to keep pace,” said Dr Vinayak Prasad, Unit Head of the To***co Free Initiative for WHO. “Governments must act now with strong, evidence-based safeguards,” he added in the statement.
WHO emphasizes that ni****ne itself is highly addictive and harmful, particularly for children, adolescents and young adults whose brains are still developing. Ni****ne exposure during adolescence can affect brain development, including impacts on attention and learning. Early ni****ne use can increase the likelihood of long-term dependence and future use of other ni****ne and to***co products. Ni****ne use also increases cardiovascular risk.
Highlighting regulatory gaps, the statement noted that Ni****ne pouches often fall through regulatory cracks, noting that around 160 countries have no specific regulation; with 16 countries imposing a ban their sale; while 32 countries regulate them in some form, including: 5 restricting flavours , 26 restricting sales to minors and 21 banning advertising, promotion and sponsorship.
Dr Etienne Krug, went on to say in the statement that: “These products are engineered for addiction and there is a strong need to protect our youth from industry manipulation.”
The statement follows WHO’s first global report on the topic entitled, Exposing marketing tactics and strategies driving the growth of ni****ne pouches, which was developed in response to requests from countries seeking authoritative guidance from WHO on ni****ne pouches and how governments should respond. The global market of ni****ne pouch products was worth nearly US$ 7 billion in 2025.
The report highlights widespread industry tactics to appeal to younger audiences, including: sleek, discreet packaging; flavours such as bubble gum and gummy bears; influencer marketing and heavy promotion on social media; sponsorship of concerts, festivals and sports events, including Formula 1; aspirational lifestyle branding; and messaging that encourages discreet use in schools and smoke-free settings.
Some packaging according to the report mimics sweets or popular candy brands, increasing risks to young children.
“The report warns that all of these tactics are designed to normalize ni****ne use, lower perceptions of risk and draw a new generation of users into ni****ne addiction.”
WHO therefore calls on governments to ban or institute strong restrictions on flavours; advertising, promotion and sponsorship bans, including on social media and use of influencers; taxation to reduce affordability and deter youth use; surveillance of use patterns and industry tactics; and strong enforcement of policies.
Ni****ne pouches should not be considered risk-free. Yet, some products are being sold in multiple strength tiers marketed as “beginners”, “advanced” and “experts” with ni****ne amounts labelled at up to 150 mg.
WHO, also urges young people to recognize and reject industry tactics designed to make ni****ne use seem normal.
Speaking in an interview with Politico, Alhassan Jalloh, Head of Programmes at the Foundation for Rural and Urban Transformation (FoRUT acknowledged the findings of the WHO report as a serious threat to the wellbeing of the young population in countries like Sierra Leone with weak enforcement. However, he noted that while Sierra Leone has taken some important steps to regulate to***co use among its population with the enactment of the To***co and Ni****ne Act 2022, enforcement remains a major concern.
Jalloh explained that the law provides for a non-smoking ban in public places but said enforcement has been limited to formal settings with self-restrictions like offices. Also, he said the law makes provision for an establishment of a council to oversee the implementation of the law but said nothing has been done to actualize it.
The lack of such structures in place, according to Jalloh, continues to expose more young people to to***co and ni****ne use. “Some people will tell you that I don’t smoke ci******es but they party with sh**ha not knowing that one pull of sh**ha is equivalent to 10 sticks of ci******es. There is also this E-cigarette–that is highly dangerous and addictive,” he said.
He added that: “We often hear about sudden death for young people – He just came from a club or a party and the next morning he is found dead. Most of those causes of deaths go unnoticed because people mostly do not care to know the cause of death. But it’s mostly due to those dangerous chemicals that they take into their systems without sometimes even knowing,” he said.
However, he said, as advocates and in partnership with the Sierra Leone Alcohol Policy Alliance, they continue on the path of awareness raising through school clubs, community outreach programmes and media engagement to get people to understand the risks associated with such lifestyles and for them to have the will power to say no and protect their wellbeing.
World Health Organization (WHO)Ministry of Health and Sanitation
