Nicotine Pouches Spark Safety Concerns as UK Kids Buy Them Like Sweets
Nicotine pouches are the latest product causing alarm among trading standards officials, as they slip through regulatory cracks and end up in the hands of children.
Despite containing addictive nicotine, these pouches can still legally be sold to under-18s in the UK. Why? Because they aren’t yet classified under specific tobacco or nicotine legislation.
The Chartered Trading Standards Institute (CTSI) has issued a stark warning, claiming that these pouches are being marketed in a way that clearly appeals to young people. Think fruity flavours. Bright, candy-like packaging. Even their placement in shops – right at the till – mimics sweets.
“Local Trading Standards teams on the ground are uncovering these risks every day,” said Duncan Stephenson, the institute’s policy and external affairs director. “But we urgently need the powers set out in the tobacco and vapes bill to take urgent and effective action.”
These small pouches, slipped under the upper lip, deliver nicotine directly through the gums. They don’t produce smoke or vapour – making them discreet and harder to monitor. And it’s not just their design that’s a concern.
Stephenson compared the issue to “a game of whack-a-mole”, pointing out that every time one harmful product is removed from reach, another pops up.
“The availability of potentially harmful products being promoted and sold to our children seems never-ending,” he added. “Nicotine pouches are the latest example, with slick marketing, sweet flavours and colourful packaging that risk appealing to young people, whether intended or not.”
Earlier this year, single-use vapes were banned for sale in England as part of a broader campaign to curb youth nicotine use. But pouches remain in legal limbo.
According to new YouGov polling for Action on Smoking and Health (ASH), awareness of nicotine pouches among 11 to 17-year-olds has grown – from 38% in 2024 to 43% this year.
The proposed Tobacco and Vapes Bill, now being considered in the House of Lords, aims to close the gap. If passed, it would impose strict controls on pouch advertising, flavours, packaging, and sales to minors.
A Department of Health and Social Care spokesperson 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.”
They added: “It will stop the next generation from getting hooked on nicotine and put an end to the cycle of addiction and disadvantage.”
Until then, UK stores can continue selling these nicotine-loaded pouches to children. Legally.
Trading standards officers say they’re working around the clock, but real change needs regulation – and fast.
