A researcher from UBC Okanagan has raised concerns about the portrayal of nicotine pouches on TikTok, stating that the videos are normalizing and glamorizing their use, especially among young people. These pouches, designed to be placed between the gum and cheek, are approved by Health Canada to aid smoking cessation for adults but are prohibited for individuals under 18.
Dr. Laura Struik, an associate professor at UBCO’s school of nursing, and her team analyzed 250 TikTok videos that received almost two million shares and over 16 million likes. The videos highlighted the discreet use of nicotine pouches, with users showcasing how seamlessly they integrate into daily activities like exercising or socializing.
The rise in youth consumption of nicotine pouches is concerning, with a study revealing a nearly doubled usage rate among high school students between 2023 and 2024 in the United States. TikTok creators depicted using these pouches as a way to bond with others, appealing to teenagers navigating their identities.
While most videos glorified the use of nicotine pouches, only a small percentage addressed the serious health risks associated with prolonged consumption, such as gum recession, oral cancer, and heart problems. Dr. Struik emphasized that nicotine can significantly impact brain development in young individuals, affecting memory, learning, stress management, and impulse control.
Despite Health Canada authorizing only two pouch brands, Zonnic and NEÖ, unauthorized products are still accessible to young people through online platforms, convenience stores, and vape shops. Enforcement of regulations appears to be lacking, according to Dr. Struik.
Authorities in British Columbia were among the first to take action against recreational nicotine pouch use by restricting sales to behind-the-counter in pharmacies in 2024. The federal government followed suit with similar measures to address the growing concerns of youth recreational use of nicotine replacement therapies.
These measures included prohibiting ads that appeal to youth, limiting sales to pharmacists or their supervised staff, and restricting flavors to mint or menthol. Health Canada is collaborating with various agencies to prevent unauthorized nicotine products from reaching the public.
Since 2024, Health Canada has handled over 300 cases related to non-compliant sales or advertising of unauthorized nicotine pouch products, conducting site visits and seizing products. Dr. Struik advocates for involving young individuals in decision-making processes regarding regulations on nicotine pouches, emphasizing the importance of youth perspectives in shaping effective messaging.