Organização Mundial of Saúde released a warning about the rapid global expansion of nicotine sachets this Friday, denouncing that these products are being aggressively promoted among teenagers and young people. The report was published on the eve of Dia Mundial Sem Tabaco, celebrated on the 31st, and highlights critical regulatory gaps in many countries.
The market for sachets, also called pouches and snus, is growing at a rapid pace. In 2024, retail sales exceeded 23 billion units, an increase of more than 50% compared to 2023. The global value of the sector was estimated at almost US$7 billion in 2025, consolidating the substance as one of the fastest growing nicotine products internationally.
Estratégias from the industry aimed at young audiences
The WHO details the main tactics used by the industry to expand the reach of products among teenagers. Discreet and sophisticated packaging, combined with sweet flavors such as gum and candies, are part of the approach. Campanhas with digital influencers and a strong presence on social networks intensify the reach.
The report highlights sponsorship of cultural and sporting events, including Fórmula 1, and the creation of an image associated with an aspirational lifestyle. In some cases, packaging imitates sweets or popular brands, increasing the risk of accidental ingestion by children. Essas strategies normalize nicotine use, reduce risk perception, and quickly attract new users.
Segundo Etienne Krug, director of health determinants at WHO, these products are being designed to be addictive. “They are designed to breed addiction, and there is an urgent need to protect youth from industry manipulation,” Krug said. “These products are spreading rapidly, especially among teenagers and young adults who are being targeted by deceptive tactics.”
Riscos health and impact on brain development
The nicotine present in sachets is highly addictive, with risks especially for children, teenagers and young adults whose brains are still developing. Early exposure to the substance affects functions such as attention and learning, increasing the likelihood of prolonged dependence. Cardiovascular risk also increases with exposure time.
Vinayak Prasad, head of WHO’s Iniciativa Livre and Tabaco, reinforced the urgency of government action. “The use of nicotine pouches is spreading rapidly, while regulation is struggling to keep up. Governments need to act now with strong, evidence-based safeguards.”
The sachets contain, in addition to nicotine, flavorings, sweeteners and other additives, releasing the substance directly through the oral mucosa without the involvement of combustion. Alguns are sold with different nicotine levels, labeled as “beginner”, “advanced” and “expert”, with concentrations that can reach 150 mg.
Lacunas regulations on a global scale
The regulatory landscape reveals a heterogeneity that contributes to the expansion of consumption. Aproximadamente 160 countries do not have specific regulations on the product. Dezesseis nations banned commercialization completely, while 32 adopted some type of control, such as restrictions on sales to minors, advertising bans or limiting flavors.
The lack of uniformity creates gaps through which the industry expands its operations. Produtos often escape existing regulations, circulating freely in markets with a regulatory vacuum. Essa situation allows sachets to gain a presence on social networks, WhatsApp groups and informal commerce.
No Brasil, Anvisa is preparing to evaluate whether to maintain the veto or open the way for product regulation. Mesmo prohibited, sales occur in channels parallel to the formal market. The agency’s decision will have a significant impact on domestic consumption and the circulation of sachets across the country.
Recomendações and measures proposed by WHO
The WHO recommends that countries adopt comprehensive regulation for all tobacco and nicotine products. Suggested measures include banning or restricting flavors, banning advertising especially on social networks, strict control over sales to minors, clear warnings on packaging and limits on nicotine concentration. Impostos to reduce accessibility are also included in the recommendations, as well as consumption monitoring systems and industry strategies.
The report highlights that products should not be considered risk-free. The UN agency makes a direct appeal to young people to recognize and reject the industry’s strategies. Ações coordinated and fast actions are essential to prevent a new generation from developing nicotine dependence.
Industry Posição and Counterpoint
The tobacco industry holds the opposite view, arguing that smokeless products are part of the solution to reducing cigarette-related deaths. Segundo From this perspective, the problem would be in the combustion, not in the nicotine itself.
Philip Morris says there is relevant scientific evidence in markets such as Estados Unidos and Suécia demonstrating the potential benefits that nicotine pouches can offer. The company highlights that the FDA classified the sachets as “modified risk tobacco products” and concluded that the toxicological risk is lower than that of cigarettes.
Na Suécia, where the use of snus has existed for decades, the prevalence of smokers is the lowest in Europa, around 5%, according to company data. Philip Morris argues that nicotine pouches are a much better alternative to cigarettes and can play a relevant role in reducing smoking among adult smokers, recognizing that regulation must be proportionate and evidence-based.
The company reinforces that it believes in pragmatic approaches that bring better results for public health than prohibitionist policies, citing examples of Suécia, Estados Unidos and Nova Zelândia. Para to Philip Morris, the evidence needs to be part of the regulatory debate, with priority on preventing access by minors while encouraging the migration of adult smokers to lower-risk alternatives.
