A researcher at UBC Okanagan has raised concerns about the way nicotine pouches are depicted on TikTok, stating that videos are normalizing their use and portraying them as trendy, particularly among young people. Nicotine pouches, placed between the gum and cheek, are approved by Health Canada to assist adults in quitting smoking but are not allowed for those under 18.
Dr. Laura Struik, an associate professor at UBCO’s nursing school, and her team examined 250 videos on TikTok that had gained almost two million shares and over 16 million likes according to the platform’s data. Users on the platform highlighted how nicotine pouches can be used discreetly, emphasizing their seamless integration into various activities.
The study revealed a surge in youth using nicotine pouches, as indicated by a cross-sectional survey in the United States showing a nearly doubled usage rate among high school students between 2023 and 2024. TikTok creators portrayed using nicotine pouches as a way to belong to a shared community, which resonates with young individuals navigating their identities.
While most videos glamorized the use of nicotine pouches, only a small fraction mentioned the serious health risks associated with prolonged use, such as gum recession, oral cancer, and heart problems. Dr. Struik highlighted the detrimental effects of nicotine on brain development, memory, learning, stress, and impulse control, especially in young people.
Although Health Canada has authorized only two brands of nicotine pouches, Zonnic and NEÖ, unauthorized brands are easily accessible to young consumers online, in convenience stores, and vape shops due to lax enforcement of regulations. Struik criticized the lack of enforcement, despite existing regulations.
In response to the rising recreational use of nicotine pouches, British Columbia took proactive measures by restricting the sale of buccal nicotine pouches to behind-the-counter in pharmacies in 2024. The federal government followed suit with similar restrictions and bans on advertising that could appeal to youth, limiting sales to authorized venues and mint or menthol flavors only.
Health Canada has been collaborating with various agencies to prevent the distribution of unauthorized nicotine products. Since 2024, over 300 compliance cases related to the sale and advertising of unauthorized nicotine pouch products have been managed, with enforcement actions taken to address non-compliance.
Dr. Struik advocates for involving young people in decision-making processes regarding regulations on nicotine pouches, stating that their input is crucial as they understand their circumstances better than adults do.