Research Reveals Social Media’s Role in Popularizing Nicotine Pouches

A recent study from the University of British Columbia Okanagan has raised alarms about the portrayal of nicotine pouches on social media platforms, particularly TikTok. According to the research, videos promoting these products are normalizing their use among youth, presenting them as trendy and appealing. Nicotine pouches, which are designed to be placed between the gum and cheek, are authorized by Health Canada for adult smoking cessation, yet their sale to individuals under 18 is prohibited.

The study, led by Dr. Laura Struik, an associate professor at UBCO’s School of Nursing, analyzed over 250 TikTok videos that collectively garnered nearly two million shares and more than 16 million likes. The findings highlight how content creators emphasize the discreet nature of nicotine pouches, often showcasing their seamless integration into various activities, such as exercising or socializing. “Many of the videos portrayed people describing how these pouches naturally fit into their lifestyle,” Dr. Struik explained.

Health Risks and Youth Appeal

Despite the glamorous presentation of nicotine pouches, the study uncovered a concerning trend: only six percent of the analyzed videos addressed the potential health risks associated with prolonged use. These risks include serious conditions such as gum recession, oral cancer, and heart issues. For adolescents, the dangers can be particularly acute, as nicotine exposure can disrupt brain development and adversely affect memory, learning, stress management, and impulse control.

The growing popularity of nicotine pouches among youth is evident, with a cross-sectional study indicating that usage among high school students nearly doubled between 2023 and 2024. TikTok users often express that using nicotine pouches fosters a sense of belonging, which is especially attractive to teenagers still exploring their identities.

Regulatory Responses and Compliance Challenges

In response to rising concerns, British Columbia has emerged as a leader in regulating nicotine pouches, becoming the first jurisdiction to restrict their recreational use. In 2024, the province mandated that nicotine pouches be sold behind pharmacy counters to limit youth access. A spokesperson from the Ministry of Health stated, “This measure ensures pharmacists can exercise professional judgment and prevents youth access in all-ages retail environments.”

Following British Columbia’s lead, the federal government announced similar measures, citing concerns over the recreational use of nicotine replacement therapies (NRTs) among minors. These measures include banning advertisements appealing to youth and limiting available flavors to mint and menthol.

Health Canada has also been active in addressing unauthorized nicotine products. Since 2024, the agency has handled over 300 compliance cases related to the sale and marketing of unauthorized nicotine pouch products. This involved issuing compliance notices, conducting site visits, and seizing products from various retailers.

Dr. Struik emphasizes the importance of involving youth in discussions about nicotine regulations. “We need young people to be driving the messaging,” she said, highlighting that youth possess unique insights into their experiences that adults may not fully grasp.

As the dialogue surrounding nicotine pouches evolves, the need for clear information about their risks and responsible marketing practices remains critical in protecting young people’s health.