The Rise of High-Strength Oral Pouches—Why Experts Are Concerned
A silent nicotine revolution is gripping Britain’s youth, but this time, it’s not vapes or traditional cigarettes—it’s high-strength nicotine pouches, an unregulated product that could pose a serious health risk. With pouches delivering up to five times the nicotine of a cigarette, concerns are mounting about inadvertent overdosing and the long-term effects of this growing trend.
The Unregulated Rise of Nicotine Pouches
Nicotine pouches—small, discreet sachets that sit under the lip—have exploded in popularity, particularly among young people seeking a smoke-free nicotine hit. However, unlike vaping, which is regulated under UK law to provide a controlled alternative for adult smokers looking to quit, nicotine pouches remain largely unregulated, posing significant risks due to their high nicotine content and lack of safety oversight. Unlike vapes or cigarettes, these pouches are virtually undetectable, making them appealing in schools, universities, and workplaces. However, experts warn that the high nicotine content in some brands, particularly those sold illegally, could lead to severe addiction, nausea, dizziness, and even nicotine poisoning.
While legally sold nicotine pouches contain between 6mg and 20mg of nicotine, some illicit variants boast 50mg or even 150mg per pouch—levels that far exceed the average cigarette’s 10mg content. Tests commissioned by Trading Standards found that some illegal pouches contained wildly inconsistent nicotine levels, further complicating the health risks.
Unlike vaping products, which are regulated under the Tobacco and Related Products Regulations (TRPR) to ensure product safety, quality, and age restrictions, nicotine pouches currently fall under the General Product Safety Regulations. This regulatory gap leaves nicotine pouches without strict guidelines on strength, advertising, or underage sales, increasing the risk of misuse and health concerns. This means there are no strict rules regarding age restrictions, advertising, or maximum nicotine levels. The World Health Organisation (WHO) has expressed concerns about their unregulated nature, warning that a lack of long-term data makes it difficult to assess the full extent of potential harm.
Nicotine Pouches: A New Frontier in Unregulated Nicotine Use
Nicotine pouches are the latest iteration of unregulated nicotine products slipping through legal loopholes. Much like early chewing tobacco and flavoured cigarettes, these pouches are designed to appeal to young users through enticing flavours and discreet use. While they do not contain tobacco like traditional smokeless products, the lack of oversight on their nicotine content raises concerns about dependency, overuse, and potential harm—particularly for non-smokers and young users.
The Marketing Playbook: From Victorian Aristocrats to Gen Z
Much like the elaborate marketing of snuff in the 18th century, modern nicotine pouches are heavily targeted at young consumers. With bright, colourful packaging and enticing flavours like watermelon, cola, and mint, these products are designed to appeal to a demographic that may have never smoked or vaped before.
This marketing strategy mirrors the aggressive tactics once employed by the tobacco industry, which glamorised snuff and cigarettes through endorsements from high society figures and targeted branding. Today, some of the world’s largest tobacco companies are behind nicotine pouch brands, ensuring their presence at festivals, social media campaigns, and influencer promotions.
A Looming Public Health Crisis?
As the government cracks down on disposable vapes due to concerns over youth addiction, nicotine pouches have quietly gained traction, slipping through regulatory gaps. While snus remains banned in the UK and EU due to its health risks, the legal status of nicotine pouches remains ambiguous, leaving public health officials scrambling to assess the scale of the problem. In contrast, vaping has been extensively researched and regulated as a harm reduction tool, offering adult smokers a safer and controlled alternative to combustible tobacco and unregulated nicotine products.
With Trading Standards and health organisations calling for stricter controls, the future of nicotine pouches in Britain is uncertain. If left unchecked, they may follow the trajectory of other unregulated nicotine products that were later restricted due to health concerns—such as flavoured cigarettes or early chewing tobacco.
For now, Britain’s latest nicotine trend carries echoes of its past, with history serving as a cautionary tale: just because something doesn’t involve smoke doesn’t mean it’s safe.