Nicotine Pouches: Everything You Need to Know
Images from Zonnic Canada’s Instagram account. (Zonnic Canada/Instagram)
Update: Since this blog was first published, the federal government has introduced new measures to regulate nicotine pouches, including restricting sales to pharmacies. You can view the latest updates here.
This past year, a new player on the nicotine scene has rapidly gained popularity among youth and young adults: nicotine pouches.
As these pouches make their way into the mainstream, understanding their nature, effects, and the regulations governing them is crucial for public health awareness.
What are nicotine pouches?
Nicotine pouches are small, discrete pouches that users place between their lip and gum. They contain nicotine and flavourings but do not include tobacco leaves, distinguishing them from traditional snus or chewing tobacco. Users experience a nicotine buzz without the smoke or vapour associated with cigarettes and vaping.
Health implications of nicotine pouches
While often marketed as a safer alternative to smoking, the reality is that nicotine pouches are being used recreationally and for many youth and young adults, serving as an introduction to nicotine with an inherent risk of dependency.
Nicotine is a highly addictive substance, and its use can lead to increased heart rate and blood pressure, contributing to heart disease. Evidence suggests the developing brain may be more sensitive to the effects of nicotine compared to adults, and the potential for addiction and subsequent health risks cannot be overlooked.
Are nicotine pouches regulated in Canada?
As of June 2024, there has been little progress in regulating the sales, marketing, and make-up of nicotine pouches.
In July 2023, Health Canada approved the sale of Zonnic nicotine pouches as a nicotine replacement therapy under the Natural Health Product Regulations, with no restrictions on where they could be sold or advertised. This essentially made flavoured nicotine products legally available to anyone, including minors.
The store locator feature on Zonnic Canada’s website shows just how accessible their products are in Winnipeg. (Zonnic Canada/Zonnic.ca)
In November 2023, a group of health organizations – Action on Smoking and Health, Canadian Cancer Society, Canadian Lung Association, Coalition québécoise pour le contrôle du tabac, Heart & Stroke, and Physicians for a Smoke-Free Canada – urged the Health Ministers to act, including:
to reclassify nicotine pouches as a prescription product, or to suspend the sale of nicotine pouches until the regulatory gap is closed, both of which are approaches that could be done quickly and administratively without the need for regulatory amendment; and
to establish a temporary moratorium on approval of any more nicotine pouch products, or any new category of nicotine products, under the Natural Health Product Regulations, until the regulatory gap is closed, unless the products are sold on a prescription basis.
In March 2024, Health Canada issued a public advisory emphasizing that nicotine pouches should only be used as directed for smoking cessation and not for recreation purposes, especially by youth. Health Minister Mark Holland released a statement affirming Health Canada’s pursuit to introduce legislative and regulatory mechanisms to address youth access and appeal, including restrictions on advertising, flavours and place of sale. However, there have been no further regulatory changes from the federal government.
British Columbia and Quebec have implemented their own regulations, restricting the sale of flavoured nicotine pouches to pharmacies only, requiring them to be kept behind the counter.
Recently, unapproved nicotine pouch products made their way into the Canadian market and onto the shelves of gas stations and convenience stores. Health Canada has recalled Zyn and XQS products, the latter exceeding the 4mg nicotine-per-pouch currently approved for Zonnic.
The surge in popularity among youth
Nicotine pouches are becoming increasingly popular among young people. Their discreet nature allows users to consume nicotine without the noticeable smoke or smell of cigarettes or vapes. This "invisibility" is particularly appealing in settings like schools where smoking or vaping is frowned upon or banned, contributing significantly to their allure among teens and young adults.
Like vape marketing, the marketing around nicotine pouches often emphasizes sleek design and appealing flavours, enhancing their "cool factor.” Young people also enjoy the “rush” they get from nicotine.
On TikTok, a quick search of the hashtag #nicotinepouches returns hundreds of videos of young people using and promoting their favourite nicotine pouch flavours, eerily similar to the thousands of videos youth have made of vaping products over the years.
The homepage of the Zonnic Canada website. (Zonnic Canada/Zonnic.ca)
Marketing for consumption, not cessation
Big Tobacco companies often market nicotine pouches as a tool for smoking cessation, yet there is scant evidence to support these claims aside from some obligatory cessation messaging on their websites and social media profiles.
Images from Zonnic Canada’s Instagram account. (Zonnic Canada/Instagram)
Instead, the marketing strategies resemble those once used to promote vaping: highlighting flavors and a modern lifestyle over health risks. This style of promotion positions nicotine pouches as “fun”, “cool”, and desirable, and perpetuates the misconception that nicotine use is safe.
The role of public awareness and education
Public education is paramount in combating the rise in nicotine pouch use among young people. Awareness campaigns need to focus on the addictive nature of nicotine, the health risks associated with its use, and the tactics employed by tobacco companies to market these products.
As nicotine pouches continue to gain popularity, understanding their impact on health and society is crucial. They are not a harmless alternative to smoking; they are another means by which nicotine addiction proliferates among young people. Staying informed and supporting regulations that prevent marketing to minors are vital steps in protecting public health.
Further reading and resources
Understanding youth vaping, smoking, and nicotine use
Effects of nicotine on children and teens