ASH calls for swift legislation on nicotine pouches in the UK

New data reveals that between 2024 and 2025, awareness of nicotine pouches increased among under-18s in Britain, from 38 to 43 per cent.[1]Nearly 4% of adolescents aged 11-17 report having tried these products, representing approximately 210,000 children. Nicotine pouches, often sold in small metal tins, are small, rectangular, tobacco-free pouches that contain a white powder that releases nicotine into the bloodstream when placed between the upper lip and gum.

A worrying increase in awareness and use of nicotine pouches among young people

YouGov data, commissioned by Action on Smoking and Health (ASH), also shows that between 2023 and 2025, nicotine pouch use increased among young adults aged 18 to 34. Prevalence in this age group increased from 1.2 µg/mL in 2023 to 2.6 µg/mL in 2025, compared to just 0.2 µg/mL among adults over 55.

A significant gender gap is also observed: men under 40 are three times more likely to consume it than women of the same age (3.5 % versus 1.2 %).

Although nicotine pouches are considered less harmful than smoked tobacco, they are not currently subject to any nicotine concentration limits in the UK. Furthermore, their marketing is poorly regulated, particularly in terms of advertising and promotion. There are currently no age restrictions on their sale, allowing anyone, including minors, to purchase them.

Calls for urgent regulation in the face of a booming industry

The Tobacco Products and Electronic Cigarettes Bill (“ Tobacco and Vapes Bill ") would allow the government to regulate all aspects of nicotine products, to prohibit their sale to minors, promotion and sponsorship, while keeping them available to adults wishing to quit smoking. However, this bill has not yet passed the necessary legislative steps to come into force, and it may not be addressed until Parliament returns in the fall of 2025.

Bob Blackman, MP and co-chair of the All-Party Parliamentary Group on Smoking and Health, warns: " Many nicotine pouch brands are owned by tobacco companies with decades of experience targeting children. The longer the government delays legislation, the more time the industry has to promote its products to the next generation. ".

Hazel Cheeseman, Executive Director of ASH, points out that " The rise in awareness among teenagers and the increase in use among young adults over the past two years demonstrate that the industry's marketing strategies are working. These products are heavily promoted in stores and on social media, particularly through male football players and influencers. ".

She adds that " Nicotine pouches are probably less harmful than smoked tobacco, but they need to be strictly regulated. ".

Kate Pike, head of tobacco and e-cigarettes at the Trading Standards Institute (CTSI), reports growing public concern: " I regularly hear from enforcement teams across the country that teenagers are being sold these products. But until the law changes, no offence has been committed and we cannot take action. ".

Finally, a spokesperson for the Ministry of Health and Social Affairs explains: " Our landmark Tobacco and E-Cigarettes Bill will ban the sale of nicotine pouches to under-18s and prevent e-cigarettes and nicotine products from being deliberately promoted and advertised to children. […] The bill subjects nicotine pouches to the same advertising restrictions as tobacco and provides for regulatory authority to limit nicotine levels, flavors, packaging, and the manner in which these products are presented. […] It will prevent the next generation from becoming addicted to nicotine and end the cycle of addiction and harm. »[2].

ASH is therefore calling on the government to speed up the adoption of the Tobacco and Vapes Bill to better protect young people from these addictive products.

These products also remain financially accessible for these young targets. On a European scale, Around fifteen EU countries have already urged the European Commission to react, asking him to tax e-cigarettes and nicotine pouches. Among the regulations in force, some countries are outright banning these products in an effort to prevent the expansion of supply, with, in its wake, an increase in consumption among young people.

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[1]ASH, ASH calls for swift legislation on nicotine pouches as new data shows surge in youth awareness, published June 16, 2025, accessed June 17, 2025

[2]Kirby Jane, More and more children aware of nicotine pouches, charity warns, Independent, published June 17, 2025, accessed June 17, 2025

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