In a bold new pilot scheme, ASH Wales has teamed up with local enforcement teams to trial the …
Nicotine Pouches
Nicotine pouches are a fast-growing product on the UK market, often sold as a tobacco-free alternative to smoking or vaping. They’re small, flavoured sachets placed between the lip and gum, releasing nicotine into the bloodstream.
Though originally aimed at adult smokers, they’re increasingly being used by young people, including children, due to their sweet flavours, discreet design, and easy access. At present, they’re sold with minimal regulation and no legal age restrictions.
What Are They?
Nicotine pouches are small white sachets that contain pharmaceutical-grade nicotine, flavourings and fillers. They don’t contain tobacco leaf, but still deliver nicotine, a highly addictive substance.
Placed under the upper lip, the pouch slowly releases nicotine through the gums over a period of 15 to 60 minutes. Once finished, the pouch is removed and thrown away.
Unlike cigarettes or vapes, they produce no smoke or vapour. This makes them easy to use unnoticed, especially in classrooms, toilets or public settings.
They are also known as Nicopods, Lip Pillows, Upper Deckies or mistakingly referred to as Snus. Although the two are often mistaken for one another, nicotine pouches and snus are different products. Snus contains tobacco and is banned in the UK. Nicotine pouches do not contain tobacco, but they are still addictive.
A 2024 survey by the DSM Foundation found that 46% of 15–18 year-olds mistakenly referred to nicotine pouches as “snus,” showing how widespread the confusion has become among young people.
What's The Issue?
Nicotine pouches are small white sachets that contain pharmaceutical-grade nicotine, flavourings, and fillers. They don’t contain tobacco leaf, but they still deliver nicotine.
Placed under the upper lip, the pouch slowly releases nicotine through the gums over a period of 15 to 60 minutes. Once finished, the pouch is removed and thrown away.
Unlike cigarettes or vapes, they produce no smoke or vapour, making them easy to use unnoticed, particularly in classrooms, toilets, or other public spaces.
They are also known by names like Nico pods, Lip Pillows, or Upper Deckies, and are often mistakenly called Snus.
Although nicotine pouches do not contain tobacco, many young people refer to them as “snus.” In the 2023–24 student survey by the DSM Foundation, 39 students aged 15–18 wrote “snus (nicotine pouches)” as a substance commonly used by their peers. The report uses the terms interchangeably, highlighting how the distinction is often misunderstood.
Snus, by contrast, is a moist tobacco product that is also placed under the lip but contains ground tobacco leaf. Due to its health risks, snus is banned in the UK under existing tobacco laws.
This confusion points to a need for clearer education. Many young people may not realise that what they’re using is a nicotine product, or that it carries serious health risks, even if it’s tobacco-free.
What's In A Pouch?
Nicotine pouches typically contain:
Nicotine (ranging from 2mg to as high as 30mg per pouch)
Plant-based fillers (often pine or eucalyptus fibres)
Flavourings and sweeteners
pH modifiers to enhance nicotine absorption
Many pouches are flavoured to taste like mint, berry, cola, or even sweets, increasing their appeal to young people and masking the bitterness of nicotine.
Health Risks
Although they are tobacco-free, nicotine pouches are not risk-free. Nicotine is addictive and can affect the developing brain, particularly in teenagers.
Short-term use may cause mouth sores, gum irritation, headaches, nausea, dizziness, and increased heart rate or blood pressure. Cases of children accidentally consuming high-strength pouches have led to vomiting, bleeding gums, and in some instances, nicotine poisoning.
There is currently limited research into long-term health effects, but concerns are growing.
Regulation in the UK
Nicotine pouches are currently sold legally in the UK but are not regulated under the Tobacco and Related Products Regulations 2016. This means they do not face the same controls as cigarettes, tobacco, or e-cigarettes.
At present:
There is no legal age of sale
There are no limits on how much nicotine a pouch can contain
Marketing and packaging can legally appeal to children
Pouches are only covered by the General Product Safety Regulations 2005, which offer little consumer protection
This has created a regulatory gap that retailers and manufacturers can exploit, particularly when it comes to youth sales and online marketing.
Tobacco and Vapes Bill
The UK Government has included nicotine pouches in the current Tobacco and Vapes Bill, now progressing through Parliament. The updated Bill includes powers to:
Introduce a legal age of sale (18+)
Apply packaging and flavour restrictions to limit child appeal
Limit nicotine strength
Apply nicotine warnings and better labelling
These changes are supported across the UK nations and are expected to close the loopholes currently exploited by some retailers.
What Can Schools, Parents and Youth Workers Do?
Nicotine pouches can seem harmless at first glance. They’re small, flavoured, tobacco-free, and easy to hide. But they contain high-strength nicotine, which is addictive and can affect concentration, mood, and brain development in teenagers.
Many young people don’t realise these products contain nicotine at all. That’s why early, honest education makes a real difference.
For parents and carers, this might mean gently asking what they’ve seen or heard, sharing the facts, and keeping the door open for further chats. Young people are more likely to take things on board when they feel trusted and heard, not judged.
For schools and youth settings, we’ve created a free lesson plan and presentation to help explore this issue for KS3 in an age-appropriate way. It’s suitable for PSHE, assemblies, or informal group sessions, and designed to support understanding without shame or fear.
Access the teaching resources here: Nicotine Pouches Lesson Plan and Presentation
If you’re supporting young people in any setting and would like to talk about how best to approach this topic, our team is here to help.
- No Downloads Available
ASH UK: Nicotine Pouches
A comprehensive overview of the rise in nicotine pouch use, health implications, and regulatory challenges in the UK.
Public Health Wales: Youth Substance Misuse
Resources and guidance for tackling substance misuse among young people in Wales, including nicotine products.
No Ifs, No Butts Reporting Portal
Report underage sales or illegal distribution of nicotine pouches and other tobacco products anonymously.
Oops, no articles here yet! Check back soon or explore other topics—we’re always updating!
Support Our Work
Your support helps us create impactful campaigns and provide free resources to schools and communities across Wales. Every donation brings us closer to a smoke-free generation.
