Social Media Glamourizes Nicotine Pouches Despite Youth Risks

A recent study from UBC Okanagan highlights the concerning portrayal of nicotine pouches on TikTok, particularly their normalization and glamorization among youth. Researchers found that these products, while approved by Health Canada as a cessation tool for adults, are not permitted for individuals under 18 years old. The study, led by Dr. Laura Struik from the university’s nursing school, analyzed over 250 TikTok videos that collectively received nearly two million shares and more than 16 million likes.

The findings revealed that many TikTok users presented nicotine pouches as trendy and easily integrated into various activities, such as exercising and socializing. “Many of the videos portrayed people describing how these pouches naturally fit into their lifestyle,” Dr. Struik stated. This positive representation can be problematic, especially as young people’s exposure to nicotine can disrupt their development.

Nicotine pouch usage among youth has surged. A cross-sectional study of survey data from the United States indicates that usage among high school students nearly doubled between 2023 and 2024. TikTok creators often emphasized a sense of community that comes with being a user, which can be particularly appealing to teenagers navigating their identities.

While the majority of the videos glamorized the use of these pouches, Dr. Struik noted that only six percent addressed the serious health risks associated with prolonged use, including gum recession, oral cancer, and cardiovascular issues. For young people, these risks can be exacerbated, as nicotine interferes with critical aspects of brain development, including memory and impulse control.

Health Canada has authorized only two brands of nicotine pouches for sale in the country: Zonnic and NEÖ. Despite this, Dr. Struik’s research identified that young individuals are often acquiring unauthorized brands through various channels, including convenience stores and online platforms. “The regulations are there, but the enforcement clearly is lacking,” she remarked.

In response to the rising concern about recreational use, British Columbia became the first jurisdiction to restrict the sale of buccal nicotine pouches, requiring them to be kept behind pharmacy counters. A spokesperson for the province’s Ministry of Health explained that this measure allows pharmacists to exercise professional judgment and prevents youth access in all-ages retail environments.

Shortly thereafter, the federal government announced similar restrictions, illustrating a growing concern about the popularity of nicotine replacement therapies leading to recreational use among minors. Advocates are calling for a complete ban on marketing flavored nicotine pouches to young people.

Health Canada has since implemented measures to combat unauthorized nicotine products, collaborating with the Canada Border Services Agency, the Royal Canadian Mounted Police, and provincial public health units. Since 2024, the agency has managed over 300 compliance cases related to the sale of unauthorized nicotine pouch products, including issuing compliance notices and seizing products.

Dr. Struik advocates for involving young people in discussions about regulations surrounding nicotine pouches. “Youth know their context. Adults just simply don’t; we don’t understand it,” she said. Engaging young voices may enhance the effectiveness of public health messaging and policy development regarding nicotine use.