More and more children aware of nicotine pouches, charity warns
There is currently a lack of evidence on the health effects of the pouches, which are placed under the top lip. The current law means people of any age can also buy them.
In February, trading standards teams in Oxfordshire, Berkshire and Dorset warned they were seeing a 'significant growth' in illegal versions containing potentially dangerous levels of nicotine.
A new YouGov survey commissioned by the charity Action on Smoking and Health (Ash) has found a growing awareness of nicotine pouches among under-18s – rising from 38% in 2024 to 43% in 2025.
Almost 4% of teenagers also report trying the pouches, according to the poll of 2,746 youngsters aged 11 to 17.
Ash data also shows that between 2023 and 2025, nicotine pouch use has increased among younger adults aged 18 to 34.
Some 2.6% of 18 to 34-year-olds currently use them, compared to 0.2% of those aged over 55.
Ash said that while nicotine pouches are less harmful than smoking, there are currently no limits on the strength of the nicotine, and few controls over their marketing and advertising.
The Tobacco and Vapes Bill is currently going through Parliament which will ban the advertising and sponsorship of all vapes and other nicotine products (such as nicotine pouches) and ban all vapes and nicotine products (and non-nicotine vapes) from being sold to under-18s.
Conservative MP Bob Blackman, co-chair of the All-Party Parliamentary Group (APPG) on Smoking and Health, said: 'Many of the big nicotine pouch brands are owned by tobacco companies with decades of experience targeting our children.
'The longer it takes for this Government to regulate, the more time the tobacco industry has to promote their products to the next generation.'
Ash said the Government must now prioritise the passage of the Tobacco and Vapes Bill.
Hazel Cheeseman, chief executive of Ash, said: 'The surge in teen awareness and growing levels of use in young adults over the last two years indicates that the industry's marketing strategies are working.
'Products are highly promoted in shops and on social media with football stars and male influencers used to further raise their profile.
'Nicotine pouches are very likely to be less harmful than smoking. However, they must be properly regulated.'
Tobacco and vapes lead for Chartered Trading Standards Institute, Kate Pike, said: 'I hear from trading standards teams across the country who are getting reports from concerned citizens who have seen teenagers being sold these products.
'However, there is no action we can take until the law is changed as no offence is being committed.'
A Department of Health and Social Care spokesman said: 'Our landmark Tobacco and Vapes Bill will ban the sale of nicotine pouches to under-18s and stop vapes and nicotine products from being deliberately promoted and advertised to children.
'The Bill will place nicotine pouches under the same advertising restrictions as tobacco and provides powers to regulate their nicotine limits, flavours, packaging and how they are displayed.
'It will stop the next generation from getting hooked on nicotine and put an end to the cycle of addiction and disadvantage.'
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