Nicotine pouches with 'green' marketing raise concerns

A new generation of nicotine products, driven by the NOAT brand, is relying on streamlined communication and eco-friendly arguments to attract consumers. Presented as biodegradable, microplastic-free, and milder-tasting than competing products, these pouches are part of a trend toward diversifying offerings beyond combustible tobacco and other nicotine products. Behind this modern and responsible image, however, these products remain highly addictive and raise public health concerns.

An eco-responsible and neat image

NOAT's strategy[1] is based on visually refined communication and a brand identity that aims to break away from the traditional world of tobacco or even vaping products. The packaging is made of cardboard, described as biodegradable, and includes a compartment for collecting used pouches. The presentation highlights the absence of microplastics, with the idea of a product that would not have a negative impact on the environment. This positioning is reinforced by sober and minimalist graphic codes, widely used on the brand's website and social networks.

The company thus associates its products with values of naturalness and responsibility, through marketing that is closer to that of organic food or "green" cosmetics than to the world of nicotine. This aesthetic helps to give an impression of quality and transparency, strengthening consumer confidence. By emphasizing the biodegradable aspect and the composition of plant fibers, NOAT is part of a broader trend where environmental arguments become powerful levers of differentiation.

The brand also highlights a sensory experience that is supposedly more pleasant than that offered by other nicotine pouches: a taste described as milder and more neutral, without tingling, and a more gradual release of nicotine. These elements are integrated into an overall message that associates the use of the product with a "conscious," modern, and respectful lifestyle. The whole thing reinforces a positive image and the implicit idea of a product that is "safer" than those of competitors.

This use of visually sophisticated, eco-focused marketing helps make these products attractive to audiences who don't identify with traditional tobacco codes. This is particularly the case for young adults or consumers keen to adopt choices perceived as sustainable, for whom NOAT's message can be a powerful factor in gaining traction.

A reassuring speech with misleading promises

Beyond its minimalist design and eco-friendly image, NOAT promotes a message that contributes to normalizing nicotine use. This emphasis on a more comfortable experience can lead people to believe that it's a less harmful product, even though it still contains a highly addictive substance.

The environmental argument also plays a central role. By emphasizing the biodegradable nature of the bags and the absence of microplastics, the communication suggests that they do not generate an ecological impact. This message can have a dual effect: on the one hand, it maintains the idea that consumption would be safe for health, and on the other hand, it can encourage some consumers to throw the bags into nature, convinced that they do not pollute.

This combination of health and environmental arguments creates a paradox. While in some countries these products are banned outright for health and environmental reasons, elsewhere, where they are regulated, mandatory warnings remind consumers that nicotine is addictive. Yet, global marketing continues to convey a reassuring and empowering image, thereby blurring the public's bearings.

A public health and regulatory issue

For public health stakeholders, the NOAT case highlights the challenges associated with the rise of new nicotine products that rely on innovative marketing strategies. The combination of arguments related to naturalness, user experience, and the environment illustrates a shift in communication practices in this sector. These approaches raise several questions for public health: how should we consider these new products flooding the nicotine market with the need to control and restrict supply to avoid a new epidemic of nicotine addicts? If marketing authorization is granted on a market, how can we ensure that consumers have clear information on the addictive nature of nicotine? How can we regulate the use of environmental claims in a field where health risks are proven, which are similar to a form of advertising? And how can we prevent these products from contributing to the trivialization of consumption among young people? In a context where supply is diversifying and where new players are seeking to differentiate themselves from traditional tobacco manufacturers, these issues highlight the importance of constant monitoring and the ability of health authorities to control or even anticipate these phenomena.

More and more countries are now moving towards banning the sale of nicotine pouches. In France, the government recently obtained the green light from the European Commission to prohibit these products. The challenge, as associations such as the National Committee Against Smoking (CNCT) point out, is[2] to enforce this ban and prevent circumventions such as the development of new nicotine-like molecules, such as 6-methyl-nicotine, already found in certain sachets sold on the French market.

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[1] Anders, hip en bewust, maar net zo verslavend, Tabaknee, published September 1, 2025, accessed September 4, 2025

[2] Press release, The CNCT warns about the use of a new addictive molecule used by the tobacco industry: 6-Methyl-nicotine, CNCT, published May 29, 2025, accessed September 4, 2025