**Health Officials Issue Urgent Warning as Nicotine Pouch Popularity Rises Among Youth**
Concerns are mounting across the UK as brightly packaged nicotine pouches, reminiscent of sweet wrappers, are increasingly marketed to children and teenagers. In the absence of legal restrictions on their purchase, even young children can currently buy these addictive products without breaking the law, sparking calls for urgent regulatory intervention.
The Chartered Trading Standards Institute (CTSI) has sounded the alarm on the rapidly growing trend, highlighting that nicotine pouches exist within a “regulatory grey area.” Neither classified strictly as tobacco nor as a novel nicotine product under current legislation, these pouches evade the rules typically applied to smoking alternatives. This gap has given many retailers free rein to display the products prominently in shopfronts and checkout aisles, where they are easily visible and accessible to underage customers.
Nicotine pouches themselves are typically small, soft sachets—not unlike miniature teabags—infused with flavoured nicotine. Their appeal is amplified by a range of sweet-inspired flavours including “tropical mango”, “very berry”, and “cherry ice”. Children and teenagers place the pouches discreetly between their top gum and lip, allowing the rapid absorption of nicotine without leaving visible signs such as smoke or vapour, making it much harder for parents and teachers to spot usage.
A spokesman for the CTSI has expressed serious concern about the situation, stating, “Nicotine is a highly addictive substance. The growing popularity of these pouches represents a new hurdle for parents and schools, driven largely by peer pressure and social trends.” He warned that the market for these products is rapidly expanding, with children being led into the next wave of addictive behaviour through clever branding and advertising.
New research from the Action on Smoking and Health (ASH) charity indicates that awareness among children aged 11 to 17 has climbed to 43%—an increase from 38% just a year earlier. Although only 4% of youngsters in this age group currently use nicotine pouches, campaigners warn this figure could spike unless the government steps in with tighter regulation.
The Tobacco and Vapes Bill, currently progressing through Parliament, proposes a ban on the sale of nicotine pouches to anyone under 18. Perhaps even more significantly, the bill would give powers to restrict both the alluring packaging styles and the placement of the products in retail spaces—aimed directly at curbing their appeal to children and teenagers.
Urgent calls have emerged for MPs to accelerate the Bill’s passage. Duncan Stephenson, Policy Director at the CTSI, likened the situation to “a game of whack-a-mole.” He explained, “Each time authorities clamp down on one harmful product, another one emerges in its place. The continued appearance of these potentially dangerous products in stores, marketed in ways that attract young people, feels relentless and deeply concerning.”
Hazel Cheeseman, chief executive of ASH, voiced frustration at the delay in passing the needed legislation: “Since April, the lack of progress has been disheartening. During this time, companies intent on maximising their market share have maintained aggressive promotional strategies, focusing especially on appealing to children.” She added, “Even though these products are likely much less dangerous than cigarettes, the long-term impact of regular nicotine exposure in young people remains uncertain.”
Public health experts warn that the risks associated with nicotine addiction in adolescence are significant. Nicotine can interfere with brain development, increase the risk of future substance abuse, and contribute to anxiety and mood disorders. There is also concern that trends like these may act as a “gateway” into other forms of nicotine and substance dependency.
Members of the public who are worried about the sale or display of nicotine pouches are encouraged to contact the Citizens Advice Consumer Helpline for further guidance. In the meantime, health authorities and campaigners will continue pressing for swift government action to bring these emerging products under proper regulation, with a focus on protecting children and young people from harm.