Nicotine Pouches and Risks

The Hidden Hook: Nicotine Pouches and the New Youth Trap

A discreet alternative to vaping and smoking is tightening its grip on young people throughout the UK. Nicotine pouches, small, flavoured sachets placed under the lip, are creating a new generation of dependants, often before they are legally old enough to purchase them. Health experts and campaigners sound the alarm over a market with few regulations and the looming impact of the ban affecting disposable vapes.

Young individuals are increasingly turning to oral nicotine packets, sometimes in an attempt to move away from vaping, only to find themselves caught in a different cycle of addiction. One sixteen-year-old, Johnpaul, recounted his experience of escalating use, at one point consuming 15 pouches daily before managing to reduce his intake to five. This situation highlights a concerning trend where one nicotine habit simply replaces another. These pouches, a name some young people use, 'snus', despite being distinct from the banned tobacco product, deliver a rapid nicotine hit, a sensation Johnpaul mentioned made him lose awareness of his environment. While acknowledging a certain enjoyment, he stressed the significant downsides outweighing any perceived positives.

The current regulatory landscape in the United Kingdom offers minimal oversight for these products. Astonishingly, no specific law currently prevents retailers from providing oral nicotine packets to children. This loophole causes profound concern, particularly as the UK prepares for a prohibition regarding single-use vaporizers commencing 1 June. Campaigners fear this prohibition might inadvertently steer a greater number of youths towards these potent and readily available nicotine alternatives. The market for these products is substantial and growing; a single well-known brand documented a sales surge of 121% through 2023.

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The Allure and Accessibility for Young Users

The attraction these oral nicotine packets hold for younger demographics is multifaceted. Their discreet nature allows users to consume nicotine without obvious signs like smoke or vapour, making them easy to use undetected in various settings, including schools. Lee, another sixteen-year-old, affirmed that many individuals in his social circle, including himself, utilize the pouches, noting their concealability as a key factor. He explained that typically individuals would be unaware due to the packet's concealment within the gum.

Aggressive marketing tactics further fuel their popularity among youths. Aleksandra, also sixteen, pointed to the strategic promotion of these items via online social platforms. She also mentioned instances of free product distribution at public places such as train depots, locations where they might readily get to teenagers who might appear older. This direct marketing approach, coupled with their low cost, making them affordable for young people, as Sheila Duffy noted, makes them highly accessible. Flavours also play a significant role in attracting young users, a concern echoed by the government.

Despite packaging often displaying cautions about age suitability, Johnpaul stated he encountered no difficulty purchasing them. This ease of access for underage individuals is a critical issue that current legislation has failed to adequately address.

Skyrocketing Sales and a Flourishing Black Market

The UK nicotine pouch market is experiencing explosive growth. Market analysis indicated a valuation of USD 247.6 million in 2024, with projections to reach USD 268.2 million in 2025 and a compound annual growth rate (CAGR) of 7.6% from 2025 to 2030. Some reports suggest an even more aggressive growth, with a CAGR of 38.9% projected by other analyses for a similar period. This surge is attributed to increasing demand for smoke-free alternatives and product innovations, particularly in flavours.

This rapid expansion, however, is accompanied by a concerning rise in illegal, high-strength nicotine pouches. Freedom of Information requests have revealed a staggering 974% increase in seizures of these illicit products by Trading Standards teams compared to the previous year. These non-compliant pouches often feature foreign language labelling, contravening General Product Safety Regulations, and can contain dangerously high nicotine levels, sometimes claiming up to 150mg. Trading Standards in Oxfordshire reported seizing over 900 packets of such illegal pouches in the last year alone. The lack of substantial enforcement has allowed a black market to flourish, mirroring issues seen with illicit disposable vapes.

Health Hazards: More Than Just Addiction

Health professionals express grave concerns regarding the addictive nature of oral nicotine packets and the possibility of additional adverse health impacts. The nicotine absorption from these pouches is rapid and can deliver levels significantly higher than those found in therapies designed for nicotine substitution, making them highly addictive. Sheila Duffy, chief executive of Ash Scotland, highlighted that reliance on nicotine, regardless of the delivery method, can predispose users to a wider array of nicotine products.

Dental experts also warn of specific oral health risks. Dr Richard Holliday from Newcastle University's School of Dental Sciences, while acknowledging oral packets present fewer dangers than cigarettes, he emphasized they are not without risk. His team's research points to a need for more investigation into potential impacts like gum recession. Dr Zoe Coyle, a lecturer at the Dental Institute in Edinburgh, reiterated these concerns, specifically mentioning receding gums and further complications affecting the dentition and labial areas from regular use. Nicotine itself constricts blood vessels in the gums, reducing blood flow and potentially increasing the risk of gum disease and delaying healing. While some sources suggest tobacco-free pouches pose no risk of tooth decay due to sugar-free formulations, the long-term effects remain largely unknown due to their recent emergence. Short-term effects can include mouth sores, gum irritation, headaches, and nausea.

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The Misnomer of "Snus"

A common point of confusion is the term "snus." Many teenagers and even some media reports refer to nicotine pouches by this name. However, true snus is a specific tobacco product containing tobacco leaf, which authorities prohibited from retail within the UK and also the European Union (Sweden being an exception) from 1992 onwards. The oral nicotine packets presently favored within the UK are, crucially, tobacco-free. They typically contain nicotine, flavourings, sweeteners, and plant-based fillers. This distinction is important because the regulatory framework and some health implications differ between the two. While traditional snus remains illegal to sell, nicotine pouches have, until recently, occupied a regulatory grey area.

Nicotine Content: A Numbers Game

The potency within oral nicotine packets varies considerably, adding another layer of risk. Most commercially available pouches typically hold a nicotine quantity from six up to twenty milligrams (mg). Some, however, can contain as much as 50mg, which is approximately five times the nicotine content found in a typical cigarette. Alarmingly, illegal versions seized by Trading Standards have claimed nicotine levels as high as 150mg per pouch, though actual levels can vary. The perceived strength can also differ from the listed nicotine content due to factors like pH levels within the pouch, which affect nicotine release and absorption. This variability makes it difficult for users to gauge their intake and increases the risk of inadvertent overdose, especially among young and inexperienced users.

Industry Stance and Retailer Responsibility

Major players in the nicotine pouch market, such as British American Tobacco (brands like Velo and Nordic Spirit) and Japan Tobacco International, state their products are intended only for adults over 18 and express support for stronger regulations. Alan McLevy, who leads manufacturing for VPZ, an enterprise retailing vaporizers and items containing nicotine, emphasised that his company enforces an age-verification protocol known as Challenge 25. McLevy firmly stated that such individuals have no requirement whatsoever to purchase a packet. McLevy characterized these items as a method for lessening harm, aimed at assisting individuals who presently smoke to move away from cigarettes that burn.

However, marketing practices have come under scrutiny. Research into Instagram marketing strategies for brands like Nordic Spirit revealed campaigns framing oral nicotine packets like fashionable lifestyle accompaniments associated with fun, freedom, and even health, rather than solely as smoking cessation aids. These strategies often underplay nicotine's dangers and target young people through imagery of leisure, social events, and music festivals where free samples are sometimes distributed. The Advertising Standards Authority (ASA) has previously banned adverts for implying mood enhancement.

The Disposable Vape Ban: An Unintended Catalyst?

The forthcoming UK-wide prohibition regarding single-use vaporizers, scheduled from 1 June, is a significant factor in the evolving nicotine landscape. While aimed at curbing youth vaping and reducing environmental waste, there are widespread concerns that this ban could drive current young vape users in the direction of oral nicotine packets for a substitute. Industry experts predict a surge in pouch popularity as vape users seek substitutes. Research by übbs Pouches indicated that while some vapers might try to quit, a significant portion (48%) do not believe the ban will reduce overall nicotine use, and 33% anticipate their nicotine consumption might actually increase. People view oral nicotine packets as a convenient, low-cost, and discreet alternative, similar to disposable vapes. Their smoke-free nature also means they can be used in areas where vaping is prohibited.

Legislative Crackdown: The Tobacco and Vapes Bill

In response to the growing concerns, the UK government is taking action. The Tobacco and Vapes Bill represents a significant step towards regulating nicotine pouches more stringently. This proposed UK-wide legislation aims to prohibit the retail of all items containing nicotine, oral packets included, to any person younger than eighteen. The Bill will also halt the free distribution of these products, a tactic that has facilitated youth access. Crucially, it will grant ministers powers to regulate flavours, packaging, nicotine strength, and point-of-sale displays for every kind of vaporizer and additional items with nicotine. This includes the ability to limit the nicotine quantity per pouch and ban harmful ingredients.

Jenni Minto, Public Health Minister, affirmed the Bill include          es oral nicotine packets for improved control over their availability, particularly to young people. This legislative move is seen as a positive development by health charities like Ash Scotland, though some fear the implementation of fresh regulatory controls might be too slow to address the rapidly evolving market and the existing addiction issues. The government intends to consult on specific regulations concerning nicotine limits and other restrictions as soon as the Bill receives Royal Assent.

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A European Perspective: Tighter Controls Emerging

The UK is not alone in grappling with the rise of oral nicotine packets and their appeal to youth. Across Europe, regulatory responses are varied but show a trend towards increased control. Belgium became the first EU nation to ban nicotine pouches in March 2023, followed by the Netherlands. France also decided in February 2025 to introduce a ban, citing rising use among youth and increasing reports of nicotine poisoning. Poland is proposing a ban on flavoured oral nicotine packets, an element within a wider plan to reduce access to products attractive to underage users. Luxembourg's attempt to cap nicotine content at an extremely low level (0.048 mg per pouch) has faced scrutiny from other EU member states as potentially disproportionate.

These actions reflect a growing international concern about the public health implications of these products, particularly the aggressive marketing tactics employed by manufacturers and the ease with which young people can access them. The European Union's Tobacco Products Directive (TPD) does not currently cover nicotine pouches, leading to this patchwork of national responses. However, upcoming reviews of the TPD are expected to scrutinise novel nicotine products more closely.

Awareness and Harm Reduction Efforts

Amidst the concerns and regulatory changes, some individuals, like Johnpaul, are actively working to elevate understanding regarding oral nicotine packets. He participates in an initiative alongside the Fast Forward charitable body and the Skills Training Programme at West Lothian Council, intending to inform other youths concerning the dangers. Such initiatives are vital in countering the appealing marketing and misinformation surrounding these products.

Although people deem oral nicotine packets to be less detrimental than smoking traditional cigarettes because they do not involve combustion, health professionals and organisations consistently emphasise they are not risk-free and are highly addictive. The primary message from many health experts is that these products should ideally be used only as a temporary aid for existing adult smokers aiming to quit combustible tobacco, not as a recreational product for non-smokers or young people. The long-term health effects of sustained nicotine pouch use are still being investigated. While the UK alongside other nations moves towards stricter regulation, the focus remains on protecting young people from a new wave of nicotine addiction while navigating the complex landscape of tobacco harm reduction.