Study Reveals TikTok’s Role in Normalizing Youth Nicotine Pouches

A recent study from the University of British Columbia Okanagan (UBCO) has highlighted how TikTok is contributing to the normalization of nicotine pouches among youth. The research, led by associate professor Dr. Laura Struik, examined over 250 videos that collectively amassed nearly two million shares and more than 16 million likes on the platform. The findings indicate a troubling trend: nicotine pouches are being portrayed in a positive light, often glamorized as trendy lifestyle accessories.

Nicotine pouches, which users place between the gum and cheek, are approved by Health Canada for adults seeking to quit smoking, but their sale to individuals under 18 is prohibited. The study revealed that TikTok creators frequently emphasize the discreet nature of these pouches, suggesting they fit seamlessly into various aspects of daily life, from exercising to socializing. “Many of the videos portrayed people describing how these pouches naturally fit into their lifestyle,” Dr. Struik remarked.

Despite the popularity of these videos, only a small fraction—approximately six percent—address the serious health risks associated with prolonged use, which include gum recession, oral cancer, and cardiovascular issues. For young people, the stakes are even higher, as nicotine can disrupt brain development, affecting memory, learning, and impulse control.

Rising Use Among Youth

The study’s alarming results coincide with a significant increase in nicotine pouch usage among high school students. A cross-sectional study in the United States indicates that use among this demographic nearly doubled between 2023 and 2024. Dr. Struik noted that TikTok creators often frame the use of nicotine pouches as a means of belonging to a community, which can be particularly appealing to teenagers still exploring their identities.

Currently, only two brands, Zonnic and NEÖ, are authorized for sale in Canada. However, the research indicates that many young people are acquiring unauthorized brands through online platforms, convenience stores, and vape shops. Dr. Struik criticized the enforcement of regulations, stating, “The regulations are there, but the enforcement clearly is lacking.”

Regulatory Measures and Public Health Concerns

In response to rising concerns about youth access to nicotine pouches, British Columbia became the first jurisdiction to impose restrictions on their sale. In 2024, the province mandated that buccal nicotine pouches be kept behind pharmacy counters, allowing pharmacists to determine customer eligibility. A spokesperson for the Ministry of Health emphasized that this measure aims to prevent youth access in all-ages retail environments.

Following British Columbia’s lead, the federal government announced similar regulations aimed at curbing the recreational use of nicotine replacement therapies by minors. These measures include prohibiting advertisements targeting youth and limiting flavors to mint or menthol.

Health Canada has been actively monitoring compliance, managing over 300 cases related to the sale or marketing of unauthorized nicotine pouch products since 2024. The agency is collaborating with the Canada Border Services Agency and other health authorities to prevent unauthorized products from reaching young people.

Dr. Struik advocates for the inclusion of young people in discussions around nicotine pouch regulations. “We need young people to be driving the messaging,” she stated, emphasizing that youth are more attuned to their own contexts than adults may understand.

As the use of nicotine pouches continues to rise among youth, the findings of this study serve as a crucial reminder of the need for effective regulation and awareness efforts to protect young people’s health.