Study Reveals TikTok’s Impact on Youth Perception of Nicotine Pouches

A recent study conducted by researchers at the University of British Columbia Okanagan (UBCO) highlights the concerning trend of nicotine pouches being glamorized on social media platforms like TikTok. 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 suggest that these videos normalize the use of nicotine pouches, particularly among youth.

Nicotine pouches are small, tobacco-free pouches placed between the gum and cheek, and are authorized by Health Canada for use by adults looking to quit smoking. However, their sale is prohibited to individuals under the age of 18. The TikTok videos often depict users incorporating the pouches into their daily activities, suggesting they fit seamlessly into a variety of lifestyles. “Many of the videos portrayed people describing how these pouches naturally fit into their lifestyle,” Dr. Struik noted, emphasizing their appeal to young users.

The study’s findings are particularly alarming given the rising usage of nicotine pouches among adolescents. 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 highlight the social aspect of using these pouches, often framing them as a way to belong to a shared group, which can be especially enticing for teenagers who are navigating their identities.

While most videos portrayed nicotine pouches in a positive light, Dr. Struik pointed out that only six percent mentioned the serious health risks associated with prolonged use. These risks include gum recession, oral cancer, and cardiovascular issues. For young individuals, the consequences can be even more severe, as nicotine exposure disrupts brain development and affects memory, learning, and impulse control.

Health Canada has approved only two brands of nicotine pouches for sale in Canada: Zonnic and NEÖ. Nonetheless, young people are reportedly accessing unauthorized brands through various channels, including convenience stores and online platforms. Dr. Struik criticized the enforcement of regulations, stating, “The regulations are there, but the enforcement clearly is lacking.”

In response to the growing concern about youth access to nicotine products, the government of British Columbia (B.C.) has taken significant steps. In 2024, B.C. became the first jurisdiction to restrict the sale of buccal nicotine pouches to behind pharmacy counters, allowing pharmacists to exercise professional judgment and prevent youth access in all-ages retail environments. A spokesperson for the B.C. Ministry of Health confirmed that regional health authority officers are monitoring compliance.

Shortly thereafter, the federal government implemented similar measures nationwide, fueled by concerns that the popularity of nicotine replacement therapies was leading to recreational use among minors. These measures include banning advertisements that appeal to youth and allowing only pharmacists or their staff to sell nicotine pouches, while also limiting flavors to mint or menthol.

Health Canada has stated that since 2024, it has managed over 300 compliance cases related to the sale or advertising of unauthorized nicotine pouch products. The agency has issued compliance notices, conducted site visits, and seized products in an effort to curb unauthorized sales.

Dr. Struik advocates for the inclusion of young people in discussions regarding nicotine pouch regulations. “We need young people to be driving the messaging,” she said, emphasizing that youth are more attuned to the context surrounding their experiences than adults.

As the popularity of nicotine pouches continues to rise, the discourse surrounding their marketing and accessibility will be crucial in safeguarding the health of younger generations.