The rapid global expansion of novel nicotine delivery products presents emerging challenges for tobacco control and public health, particularly as industry innovation and marketing outpace regulatory responses. This report examines the rise of nicotine pouches, non-therapeutic oral nicotine products increasingly promoted by transnational tobacco companies as part of diversified product portfolios. It describes their composition, pharmacological characteristics and market growth, highlighting their positioning as “modern”, “discreet” and ostensibly tobacco-free alternatives despite their potential to deliver addictive levels of nicotine.

Drawing on a systematic analysis of advertising materials and market data, the document explores the strategies used to promote these products, including flavouring, packaging design, digital and social media campaigns, influencer marketing, sponsorships and retail promotion. It highlights how such approaches shape perceptions of reduced harm and social acceptability, particularly among adolescents and young adults, while exploiting regulatory gaps. The report also identifies concerns related to high and variable nicotine concentrations, misleading labelling and the risk of initiation, dual use and sustained dependence, and outlines evidence to inform policy development and strengthen comprehensive regulation aligned with public health objectives.