The World Health Organization (WHO) has issued a warning regarding the soaring popularity of nicotine pouches, particularly among adolescents and young adults. In its first global report, WHO highlighted that retail sales of nicotine pouches exceeded 23 billion units in 2024, marking an increase of over 50% from the previous year. The market for these products is projected to be nearly $7 billion USD by 2025. WHO officials, including Vinayak Prasad, emphasized the urgent need for governments to implement strong regulations, as around 160 countries lack specific laws governing nicotine pouches. The report points out that nicotine is highly addictive and poses significant health risks, especially to young individuals whose brains are still developing. Marketing tactics targeting youth, such as appealing flavors and influencer promotions, are designed to normalize nicotine use and lower perceived risks. WHO advocates for comprehensive regulations, including bans on flavors and advertising, to protect young people from nicotine addiction. The organization urges immediate action to combat industry manipulation and safeguard future generations.