Nicotine sachets are small envelopes that are placed between the gums and the lip, where they release nicotine through the oral mucosa.
The World Health Organization has urged governments around the world to adopt a comprehensive regulation for nicotine sachets, in a context in which the Retail sales of this product exceeded 23 billion units in 2024, which represents an increase of more than 50% compared to the previous year.
“The use of nicotine sachets is spreading rapidly, while regulation is struggling to keep pace. Governments must act immediately with robust, evidence-based protective measures,” head of the WHO Tobacco-Free Initiative Unit, Vinayak Prasad, said during a press briefing.
As part of World No Tobacco Day, the WHO recommends that governments take measures such as banning flavors in nicotine sachets, banning advertising, promotion and sponsorship – including on social media and through “influencers” – as well as strengthening age verification systems and retail sales control.
Furthermore, the Organization proposes the implementation of clear health warnings and neutral packaging, limiting the permitted nicotine content and applying taxes that reduce the accessibility of these products and dissuade their consumption among the young population.
In this context, the WHO published the report “Revealing the marketing tactics and strategies driving the global growth of nicotine sachets”. In it, the organization warns of the rapid global expansion of these products, which, in its opinion, are marketed “aggressively” among teenagers and young people.
As he explains, the nicotine sachets are small envelopes that are placed between the gum and lipwhere they release nicotine through the oral mucosa. They usually contain nicotine, flavorings, sweeteners and other additives.
Furthermore, warns that the global market for these products will reach a value close to 6 billion euros in 2025. The World Health Organization highlights that nicotine is highly addictive and harmful, especially for children, adolescents and young adults, whose brains are still developing.
“Exposure to nicotine during adolescence can interfere with brain development, with possible effects on attention, memory and learning. Furthermore, early consumption increases the likelihood of developing long-term dependence and later starting to use other nicotine and tobacco products”, highlighted Prasad, who added that nicotine is associated with greater cardiovascular risk.
‘Spain is an important market’
In turn, the representative of the World Health Organization, Ranti Fayokun, highlighted that ESpain has become a relevant market for nicotine sachets.
“Many European countries represent very important markets for these products and, currently, it is estimated that around five million cans are sold in Spain, a volume that could increase to eight million”, he warned.
In Spain, the government approved in 2025 the Draft Law that amends Law 28/2005, on sanitary measures against smoking, with the aim of reinforcing public health protection and adapting regulations to new consumption patterns and the evolution of the market for tobacco products and other nicotine-related products.
The text incorporates the regulation of nicotine sachets for oral use, made entirely or partially with natural or synthetic nicotine and sold in sachet, powder or tablet format. For approval, the Draft must be submitted to Parliament.
Generate addiction among young people
According to the WHO document, around 160 countries do not have specific regulations on nicotine sachets, while 16 have banned their sale and 32 have established some type of regulation. Among the latter, five restrict flavors, 26 limit sales to minors and 21 prohibit advertising, promotion and sponsorship.
“Governments are seeing a rapid spread of the use of these products, especially among adolescents and young people, who are being targeted by deceptive tactics,” said Director of the WHO Department of Health Determinants, Promotion and Prevention, Etienne Krug.
A Organization claims that these products are designed to generate addiction. To achieve this, companies employ marketing tactics aimed at attracting young consumers, which include the use of elegant and discreet packaging, flavors such as gum or gummy bears, and social media promotion strategies supported by influencers.
Also highlighted is the sponsorship of shows, festivals and sporting events, including Formula 1as well as messages that promote discreet consumption in environments such as schools and smoke-free spaces.
For this reason, the WHO urges young people to recognize and reject industry tactics aimed at normalizing nicotine use. “Urgent and coordinated action today can help protect a new generation from nicotine addiction,” he adds.
Not useful for stopping smoking
Regarding its possible use for smoking cessation or harm reduction, the The World Health Organization emphasizes that there are already effective and proven tools to stop smoking.
“Products should not be marketed with implicit or explicit smoking cessation claims unless they have undergone rigorous scientific and regulatory evaluation that proves their safety and effectiveness,” concluded Prasad.
*via Estadão Conteúdo
