Advertisements for nicotine pouches have dramatically increased across London, raising concerns about the growing number of younger generations using the product.
Nicotine pouch brands Velo and Zyn are produced by British American Tobacco and Philip Morrison International respectively.
The small, pillow-like sachets are placed under the lip, releasing nicotine into the bloodstream and delivering a fast, powerful hit.
Unlike tobacco products such as cigarettes or vapes, there is no legal age restriction on buying nicotine pouches in the UK.
The Government’s Tobacco and Vapes Bill, currently moving through the House of Lords, aims to close the loopholes in nicotine pouch regulation.
The Bill will ban the sale of nicotine pouches to under-18s, prohibit advertisements, and restrict flavours and strengths.
But currently, nicotine pouches are promoted in colourful packaging as ‘discreet’ and ‘smoke-free,’ designed to be used ‘anytime, anywhere.’
Dr Lion Shahab, Professor of Health Psychology at University College London, warned that this style of advertising could attract people who otherwise might never use nicotine.
Dr Shahab said: “Nicotine pouches are produced by the tobacco industry, giving companies access to new, younger markets.
“Since 2022, the rate of use among 16 to 24-year-olds of nicotine pouches as a total population has more than quadrupled over the last two or three years.”
Wilf, a 23-year-old economist, who did not want to reveal his surname, uses nicotine pouches five days a week but most heavily when drinking.
“Nicotine pouches are easy to use, cheaper than cigarettes, they don’t smell and you can use them inside,” he said.
Wilf views nicotine pouches as a step towards quitting, but the product is not currently recommended by the NHS Quit smoking campaign.
Phoebe, a 23-year-old marketing executive, who did not want to reveal her surname, also started using nicotine pouches as a step towards quitting.
She has used nicotine products since she was 15, and took the step towards quitting when she began using vapes three years ago but suffered from gum problems as a result.
Now Phoebe uses a minimum of three nicotine pouches a day equating to roughly one packet a week.
“They are so convenient and you can have them anywhere, even on a plane. I travel on trains a lot and it’s easy to curb cravings with nicotine pouches,” said Phoebe.
Wilf and Phoebe have noticed a huge increase in the advertising of nicotine pouches across London and social media recently.
Wilf said: “The main concern is that young people have access to these products, and can be enticed into using a product that causes addiction before they fully understand the consequences.”
Phoebe said: “I see nicotine pouches advertised everywhere, on the back of bikes and in train stations.
“Last week I encountered four stations handing them out for free in twenty minutes walking down the road.”
Dr Shahab is concerned about the loophole which allows nicotine pouches to be given away for free including at events such as festivals.
“This type of promotion is targeting a particular population, young people,” said Dr Shahab.
Caroline Cerny, Deputy Chief Executive at Action on Smoking and Health (ASH), said marketing for nicotine pouches was not confined to adult smokers.
She said: “The marketing isn’t targeted to people who smoke, or even adults.
“We’ve seen adverts over buses, giveaways at festivals and in shopping centres.
Cerny said: “The products are being presented as lifestyle products, using really bright colours, attractive images and with very limited messaging about who or what they’re for.”
She added that some teachers report pupils using pouches in classrooms, as they can be hidden from view.
“Manufacturers are playing into that with their advertising — straplines about how they’re discreet and you can use them any time, any place,” she said.
A Transport for London spokesperson said all adverts must comply with TfL’s policies and the Advertising Standards Authority’s codes.
“As nicotine pouches do not contain tobacco, they are not subject to the 2003 statutory restriction on tobacco advertising,” they said.
They said that the ASA advises nicotine pouches be advertised “in a responsible manner,” and TfL reviews such adverts before approval.
A Department of Health and Social Care spokesperson said the Tobacco and Vapes Bill would bring nicotine pouches under the same advertising restrictions as tobacco and ban their sale to under 18s.
“The Bill also provides powers to regulate their nicotine limits, flavours, packaging and how they are displayed in shops,” the spokesperson said.
“This will stop the next generation from getting hooked on nicotine and put an end to the cycle of addiction and disadvantage.”
The Londoners contacted British American Tobacco and Philip Morris International for a right of reply.
Asli Ertonguc, Head of British American Tobacco, UK & Western Europe said: “VELO is for adult smokers and nicotine users only and should never be used by those underage.
“We strictly ensure that marketing for our products complies with all applicable laws.
“The Government must stop stalling and act now. Without robust regulation and tough enforcement, rogue players will continue to exploit the system and abuse the lack of guardrails.
“The Tobacco and Vapes Bill is a critical moment to draw a line: set a legal age of sale, cap nicotine strength in pouches, and require pouches to be sold through licensed retail only.
“We see no excuse for delay—this system can and must be enacted without hesitation.”
Featured image credit: Tara Russell
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