Nicotine Pouch Use Surges Among British Youth, Sparking Health concerns
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A concerning trend is emerging in Great Britain as new data indicates a rise in nicotine pouch usage among individuals under 18. Awareness of these products has jumped from 38% to 43% between 2024 and 2025. Approximately 4% of adolescents aged 11-17, equating to around 210,000 children, report having experimented with nicotine pouches [[1]].
Alarming Rise in Nicotine Pouch Awareness and Use Among Young People
YouGov data, commissioned by Action on Smoking and Health (ASH), also reveals an increase in nicotine pouch use among young adults aged 18 to 34 between 2023 and 2025.Prevalence in this age group rose from 1.2% in 2023 to 2.6% in 2025, compared to only 0.2% among adults over 55 [[1]].
A significant gender disparity is also observed: men under 40 are three times more likely to use them than women of the same age (3.5% vs. 1.2%) [[1]].
Nicotine pouches are small, rectangular, tobacco-free pouches containing a white powder that releases nicotine into the bloodstream when placed between the upper lip and gum. They are often sold in small metal tins.
Did You Know? Nicotine can harm the parts of an adolescent’s brain that control attention, learning, mood, and impulse control [[2]].
While considered less harmful than smoked tobacco, nicotine pouches in the UK are not currently subject to any nicotine concentration limits. Moreover, their marketing is poorly regulated, particularly regarding advertising and promotion. There is currently no age restriction on their sale, allowing anyone, including minors, to purchase them.
Calls for Urgent Regulation in the Face of a Booming Industry
The proposed “Tobacco and Vapes Bill” would allow the government to regulate all aspects of nicotine products, to ban their sale to minors, promotion, and sponsorship, while keeping them available for adults wishing to quit smoking. However, this bill has not yet passed the necessary legislative steps to come into force, and may not be addressed before the parliamentary recess in the fall of 2025 [[2]].
Bob Blackman, Member of Parliament and co-chair of the All-Party Parliamentary Group on Smoking and Health, warns: “Many nicotine pouch brands are owned by tobacco companies that have decades of experience in targeting children. The longer the government delays legislation, the more time the industry has to promote its products to the next generation.”
Hazel Cheeseman, Chief Executive of ASH, emphasizes that “The increase in awareness among adolescents and the increase in use among young adults over the past two years show that the industry’s marketing strategies are working. These products are heavily promoted in stores and on social media, particularly through male footballers and influencers.”
She adds that “Nicotine pouches are probably less harmful than smoked tobacco, but they must be strictly regulated.”
Kate Pike, head of Tobacco and E-Cigarettes at the Trading Standards Institute (CTSI), reports growing public concern: “I regularly hear from trading standards teams across the country reporting that teenagers are being sold these products.But until the law changes, no offense is committed and we cannot intervene.”
A spokesperson for the Department of Health and Social Affairs stated: “Our historic bill on tobacco and e-cigarettes will ban the sale of nicotine pouches to those under 18 and prevent e-cigarettes and nicotine products from being deliberately promoted and advertised to children. […] The bill subjects nicotine pouches to the same advertising restrictions as tobacco and provides for regulation to limit nicotine content, flavors, packaging and how these products are presented. […] It will prevent the next generation from becoming addicted to nicotine and end the cycle of addiction and harm” [[2]].
ASH is therefore calling on the government to accelerate the adoption of the Tobacco and Vapes Bill to better protect young people from these addictive products.
These products also remain financially accessible for these young targets.Across Europe, about fifteen EU countries have already urged the european Commission to react, asking it to tax electronic cigarettes and nicotine pouches. Among the regulations in force, some countries outright ban these products in order to prevent the expansion of the offer, with, in its wake, an increase in consumption among young people.
Pro Tip: Parents should be aware of the signs of nicotine addiction in teens, including increased irritability, difficulty concentrating, and cravings.
Nicotine Pouch Regulations: A Global Comparison
While the UK grapples with regulating nicotine pouches, other countries have taken varying approaches.Some nations have banned the products outright, while others have implemented strict regulations on advertising, nicotine content, and age restrictions. The lack of a unified global approach highlights the complexity of addressing this emerging public health issue.
| Country | Regulation |
|---|---|
| United Kingdom | No age restriction on sale; proposed legislation to regulate |
| European Union (select countries) | Some countries ban; others urge taxation |
| United States | E-cigarettes, which often contain nicotine, are regulated; nicotine pouches less so |
What measures do you think are most effective in preventing youth nicotine addiction? Should nicotine pouches be banned altogether?
[1]ASH, ASH calls for swift legislation on nicotine pouches as new data shows surge in youth awareness, published June 16, 2025, accessed June 17, 2025
[2]Kirby Jane, More and more children aware of nicotine pouches, charity warns, Independent, published june 17, 2025, accessed June 17, 2025
