A researcher at UBC Okanagan has raised concerns about the portrayal of nicotine pouches on TikTok, warning that the videos are normalizing and glamorizing their use, especially among young people. Nicotine pouches, designed to be placed between the gum and cheek, are approved by Health Canada to aid smoking cessation in adults but are strictly prohibited for individuals under 18.
Dr. Laura Struik, an associate professor at UBCO’s school of nursing, and her team examined 250 TikTok videos that amassed almost two million shares and over 16 million likes. The videos on the platform highlighted how nicotine pouches can be discreetly used, with users depicting them as seamlessly integrating into their daily activities like exercising or socializing.
The prevalence of nicotine pouch use among youth has surged, as indicated by a study based on U.S. survey data showing a nearly twofold increase among high school students between 2023 and 2024. TikTok creators emphasized how being a nicotine pouch user fosters a sense of belonging within a community, which holds particular appeal for teenagers navigating their identities.
Although most TikTok videos glamorized nicotine pouch use, only a small fraction (six percent) addressed the serious health risks associated with prolonged usage, such as gum recession, oral cancer, and cardiovascular problems. Dr. Struik underscored that for young individuals, the impact of nicotine on brain development can be particularly severe, affecting cognitive functions like memory, learning, stress management, and impulse control.
While Health Canada has authorized the sale of only two nicotine pouch brands – Zonnic and NEÖ – unauthorized products are easily accessible to young people through online platforms, convenience stores, and vape shops. Dr. Struik criticized the lack of enforcement regarding regulations surrounding nicotine pouch sales.
In response to the escalating concerns, British Columbia took proactive measures in 2024 by restricting the sale of buccal nicotine pouches to behind-the-counter in pharmacies to prevent youth access. Subsequently, the federal government implemented similar regulatory actions to curb the recreational use of nicotine replacement therapies by minors, including banning appealing advertisements, limiting sales to authorized personnel in pharmacies, and restricting flavors to mint or menthol.
Health Canada has collaborated with various law enforcement agencies to prevent the unauthorized distribution of nicotine products, managing over 300 compliance cases related to the sale and advertising of unauthorized nicotine pouches since 2024. Dr. Struik stressed the importance of involving young people in decision-making processes regarding nicotine pouch regulations, advocating for youth-driven strategies that align with their unique perspectives and experiences.