Nicotine Sachets Target Children

Sweet Deception: The Rise of Child-Focused Nicotine Pouches

Shops across the nation are overtly selling high-strength nicotine items using packaging that deliberately entices a younger audience. An investigation by BBC Scotland revealed products that brazenly copy the branding of popular sweets. These items exploit a legal loophole, as no age-based sales restriction currently governs these nicotine products. This allows manufacturers to market addictive substances directly to a youthful demographic, using colourful designs and familiar candy logos. The findings have ignited alarm among health professionals and trading standards officials. They warn of a growing public health issue, since minors can legally purchase products that provide a potent dose of nicotine far stronger than traditional cigarettes. The lack of regulation leaves a generation vulnerable to early addiction.

An Undercover Discovery

In Glasgow’s east end, a reporter for BBC Disclosure, while recording secretly, purchased a container holding nicotine sachets. The product packaging illegally copied the logo and the name of "Millions," a well-known sweet brand. The employee at the store who completed the sale asserted that the sachets held an incredible 100mg of nicotine per packet. A concentration this high would render them approximately ten times more potent than an average cigarette. While subsequent analysis revealed a reduced amount, yet still powerful, 17mg of nicotine, the incident highlights a disturbing trend. Legitimate manufacturers would still consider this quantity exceptionally potent, underscoring the potential danger. The transaction revealed not only irresponsible marketing but also the misinformation surrounding these unregulated items.

A Market Without Rules

Currently, nicotine sachets exist in a regulatory vacuum in the United Kingdom. No legislation is in place to prevent the supply of these items to individuals younger than eighteen. This glaring omission means any minor can enter a retailer and legally buy them. Furthermore, no limits exist on the nicotine strength of these sachets, allowing for dangerously high concentrations. Action on Smoking and Health (ASH) has highlighted that this lack of oversight is a serious concern. The products are only covered by the General Product Safety Regulations, a framework considered inadequate for dependency-forming substances. This legislative failure leaves young people exposed to items designed to create addiction.

Youth Awareness on the Rise

The marketing tactics appear to be effective. New data reveals that awareness of these particular items with under-18s in Great Britain surged from 38% to 43% between 2024 and 2025. Research commissioned by ASH and conducted by YouGov shows that nearly 4% of teenagers, which equates to roughly 210,000 children, admit to having tried the products. This growing awareness is a direct result of aggressive promotion in shops and on social media platforms. Hazel Cheeseman, CEO of ASH, noted that football stars and male influencers are often used to raise the profile of these items, making them more attractive to a younger audience.

What Are Nicotine Pouches?

Nicotine sachets are small, pre-portioned packets holding nicotine powder but no tobacco leaf. Users place a sachet between their gum and upper lip. The nicotine and flavourings are then absorbed directly into the bloodstream through the lining of the mouth. This delivery method provides a stimulant effect without involving the respiratory system, which is why some proponents argue they present a reduced risk versus using cigarettes or vapes. They are distinct from snus, an oral product popular in Scandinavia that contains tobacco and is banned from sale in the UK. The sachets themselves are filled with plant-based fibres, sweeteners, and flavourings, alongside the nicotine.

The Potency Problem

One of the greatest dangers of the unregulated sachet market is the unrestricted nicotine strength. While a typical cigarette delivers between 1mg and 2mg of nicotine to the user, these packets can contain dramatically higher levels. Products found on sale have ranged from a modest 4mg to a staggering 100mg per sachet. Tests on some items have shown that a 30mg sachet can deliver significantly more nicotine than smoking a cigarette. This high potency heightens the danger of side effects and deepens the potential for severe nicotine addiction, particularly in young users or individuals who have never used nicotine before.

A Dubious Quitting Aid

Some people turn to these particular items as a tool to stop smoking cigarettes. The argument is that they offer a way to manage nicotine cravings with less danger. However, these products are not endorsed for quitting by the National Health Service. There is insufficient independent research to confirm their effectiveness in helping people quit tobacco long-term. In fact, some reviews suggest that using oral tobacco products like snus, which have similarities to nicotine sachets, may simply maintain nicotine dependence rather than eliminate it. Approved nicotine replacement therapies (NRTs), such as patches, gum, and lozenges, remain the medically endorsed option for smoking cessation.

Hidden Health Dangers

While sachets are considered to present a lower danger compared to combustible cigarettes because they do not involve the respiratory system, they still present significant health risks. Nicotine itself is an extremely habit-forming and harmful substance. The German Federal Institute for Risk Assessment identified the main risk of the sachets as the high concentration of nicotine, a substance that has strong effects on the cardiovascular system. Users may also experience a range of other side effects. These include mouth sores, gum soreness, and gastrointestinal issues like nausea and an upset stomach. The long-term consequences of using these products are still largely unknown due to their relative novelty.

Cardiovascular and Systemic Risks

Nicotine poses a direct threat to cardiovascular health. The stimulant can increase a user's heart rate and elevate their blood pressure. Over time, this can elevate the danger of developing serious cardiovascular diseases. Research suggests nicotine may contribute to the hardening of artery walls, which can lead to a heart attack. Beyond the heart, nicotine can weaken the immune system and has been linked to problems with fertility. Although nicotine does not directly cause cancer, some studies show it can act as a tumour promoter, potentially making existing cancers more aggressive. These systemic risks are a serious concern for health professionals.

Threats to Oral Health

Placing a concentrated packet directly on the gumline for extended periods can cause significant oral health problems. A 2023 review concluded that while specific data on nicotine sachets is still limited, their prolonged use likely increases the likelihood of oral issues. Common side effects reported by users include persistent inflammation of the gums and discomfort. Over time, this can lead to gum recession, where the gum tissue pulls away from the teeth, exposing the roots. This condition can cause sensitivity and heighten the chance of cavities and tooth loss. The direct contact with the sachet's chemical contents creates a hazardous environment for oral tissues.

The Grip of Addiction

One of the most significant dangers, especially for young users, is nicotine addiction. The high concentration of nicotine in many sachets can lead to rapid and strong dependence. A young person named Alex, who started using the items at 15, described a powerful addiction. He had no previous experience with vaping or smoking before trying them. The appealing packaging and flavours, combined with observing his peers use them, drew him in. His use quickly escalated from a single daily sachet to, at his worst, fifteen. He explained that without them, he experienced withdrawal symptoms, feeling demotivated and unable to function until his next dose.

Trading Standards Voices Concern

Officials from Trading Standards across the country have expressed deep concern about the rise of these products. Kate Pike, of the Chartered Institute of Trading Standards, called it "outrageous" that businesses copy candy branding to entice young people. She highlighted the danger of a child seeing a product designed to look like candy and assuming it is for them, unaware of the very habit-forming chemical inside. Officials report receiving widespread accounts of these items being supplied to minors. However, due to the legal loophole, their hands are tied. They are unable to take enforcement action, leaving them to field calls from shocked parents whom they cannot help.

Image Credit - BBC

Industry's Reckless Marketing

The marketing tactics employed by some nicotine sachet manufacturers show a clear intent to attract a younger demographic. The use of sweet-inspired branding, like "Millions" and "Candys," is a deliberate strategy. A researcher at the University of Stirling who studies tobacco marketing, Professor Crawford Moodie, questions the motives of these companies. He notes they are using protected branding without consent. The reality of these items appearing on shelves and that retailers sell them indicates a severe failure in the system to protect young people. The packaging often provides little warning that the contents are not sweets, creating a clear capacity for misuse and negative effects.

An Appalled Confectioner

The maker of Millions sweets, a confectioner from Scotland called Golden Casket Ltd., was appalled to discover its branding on nicotine products. The company confirmed it has absolutely no link to the nicotine items and did not grant permission for the use of its logos or imagery. This misappropriation of a trusted children's brand for an adult product containing a powerful drug has been condemned by public health advocates. It represents a cynical marketing ploy that leverages the positive associations of a sweet company to sell an addictive substance.

A Call for Retailer Responsibility

Public health advocates argue that retailers must share the blame. They are calling for shop owners to act more responsibly regarding the products they choose to stock and sell within their local areas. While supplying these nicotine items to people under 18 is not yet illegal, retailers have an ethical obligation to protect children from harm. Stocking products that are clearly designed to look like sweets sends a dangerous message. Kate Pike from Trading Standards argued that if a product with alcohol were packaged similarly, it would spark a public outcry. The same level of concern and responsibility should apply to highly addictive nicotine items.

Legislative Hope on the Horizon

The UK government has introduced legislation intended to close these dangerous loopholes. The Tobacco and Vapes Bill, which is working its way through Parliament, is a comprehensive piece of legislation aimed at tackling youth nicotine use. A key provision of the bill is to make it illegal to sell any nicotine product, including sachets, to any person younger than eighteen. The bill also grants powers to regulate the flavours, packaging, and display of vapes and other items containing nicotine to make them less appealing to children. This is seen by many as the most significant public health intervention in a generation.

The Bill's Progress

The legislative path for the Tobacco and Vapes Bill has not been entirely smooth. A previous version of the bill was introduced by the Conservative government but was dropped when a general election was called. A new, strengthened bill was reintroduced by the Labour government in November 2024 and passed its second reading with a large majority in the House of Commons. It has since completed its committee and third reading stages there and, as of April 2025, has been passed to the House of Lords for additional review. Health campaigners are urging the government to pass the legislation swiftly to prevent the industry from hooking more young people.

Creating a Smokefree Generation

Beyond regulating sachets, the bill has a landmark ambition: to create a "smokefree generation." It will achieve this by progressively raising the legal age to purchase tobacco each year. This means that anyone born on or after 1 January 2009—those turning 15 in 2024—will never be legally sold tobacco in the UK. The bill also includes powers to extend smoke-free regulations to certain outdoor public places, with areas like playgrounds and the space outside schools and hospitals being considered. These measures represent a bold strategy to phase out smoking and prevent future generations from ever starting.

A Strengthened Regulatory Framework

The proposed legislation will introduce a much-needed robust framework for all items with nicotine. This includes establishing a new retail licensing scheme in England, Wales, and Northern Ireland for any shop wanting to sell tobacco, vapes, or nicotine sachets. To aid enforcement, Trading Standards officers will be given new powers, including the ability to issue on-the-spot fines of £200 for offences like underage sales. The bill also brings all forms of tobacco, including heated tobacco products, under the same set of regulations, closing any perceived loopholes that the industry might exploit.

The Industry's Public Stance

In response to the growing controversy and impending legislation, major nicotine sachet manufacturers have publicly stated their support for regulation. Multiple major manufacturers, in communication with the BBC, concurred that their items should be inaccessible to young people. A statement from British American Tobacco declared their products are not for individuals below the legal age. Similarly, a declaration from Japan Tobacco International affirmed that young people should be prevented from using or obtaining any item with nicotine. The manufacturer Philip Morris Limited positioned its items as an effective aid for grown-ups wanting to stop smoking, implicitly supporting an age restriction to keep them in the hands of their target adult market.

A Growing Market

Despite being a relatively new product category, these particular items are gaining traction in the UK. Data from 2024 showed that the number of adults in Great Britain who had ever tried a sachet had more than doubled since 2020, reaching 5.4%. However, current use remains relatively low, at around 1% for both adults and young people aged 11-18. The trend is most pronounced among younger men. Data shows that men under 40 are three times more likely to use nicotine sachets than women of the same age. This growing use, especially among young adults, signals a need for close monitoring.

The Global Picture

The challenge of regulating new nicotine items is not unique to the United Kingdom. Health authorities worldwide are grappling with how to handle these products, which often fall outside traditional tobacco control laws. In the United States, the Food and Drug Administration (FDA) does not regulate nicotine sachets as strictly as cigarettes, leading to similar concerns about youth-appealing flavours and marketing. In contrast, the European Union has banned snus (an oral tobacco product) since 1992, although Sweden holds an exemption. The UK's comprehensive legislative proposal is being watched globally as a potentially world-leading model for controlling this new wave of nicotine products.

Protecting the Next Generation

The emergence of high-strength, candy-branded nicotine sachets represents a new front in the battle for public health. These products, currently supplied to young people without age limits, pose a direct threat to the wellbeing of children. The cynical marketing tactics employed by some manufacturers risk creating a new generation of nicotine addicts before they are old enough to understand the consequences. While the proposed new bill offers a powerful legislative solution, campaigners say its passage cannot come soon enough. Closing the legal loopholes that allow these items to be sold to minors is an urgent priority to safeguard their future health.