UBC Research Reveals TikTok’s Glamourization of Nicotine Pouches

A recent study from the University of British Columbia Okanagan (UBCO) has highlighted the troubling portrayal of nicotine pouches on TikTok, emphasizing how their glamorization may impact youth. Researchers found that these pouches, which are marketed to help adults quit smoking, are being normalized and depicted as trendy among young users, despite being prohibited for individuals under 18.

The study, led by Dr. Laura Struik, an associate professor at UBCO’s School of Nursing, examined over 250 TikTok videos that collectively received nearly two million shares and garnered more than 16 million likes. The findings revealed that content creators often showcased nicotine pouches as a convenient lifestyle accessory, suggesting their use is compatible with various activities, from exercising to socializing.

Dr. Struik explained, “Many of the videos portrayed people describing how these pouches naturally fit into their lifestyle.” This portrayal could have significant implications, particularly given that a cross-sectional study indicated the usage of nicotine pouches among high school students nearly doubled between 2023 and 2024.

The allure of belonging to a group was also a recurring theme in the analyzed videos. “That’s particularly appealing to young people because teenagers are still in the process of figuring out who they are,” Struik noted, emphasizing the potential risks associated with early exposure to nicotine.

While educational efforts surrounding nicotine use have increased, the majority of the TikTok content glorified vaping and pouch usage, with only 6% addressing the serious health risks involved, such as gum recession, oral cancer, and cardiovascular issues. Dr. Struik warned that for young individuals, these risks could be amplified, as nicotine interferes with essential brain development processes, impacting memory, learning, and impulse control.

Health Canada has authorized only two brands of nicotine pouches for sale in the country: Zonnic and NEÖ. Despite these restrictions, the study found that many young people are accessing unauthorized brands through online platforms, convenience stores, and vape shops, highlighting a gap in regulatory enforcement. “The regulations are there, but the enforcement clearly is lacking,” Struik remarked.

In response to growing concerns, British Columbia became the first region to implement measures addressing the recreational use of nicotine pouches. In 2024, the provincial government restricted the sale of buccal nicotine pouches to behind pharmacy counters, allowing only pharmacists to dispense them. A spokesperson for the Ministry of Health stated, “This measure ensures pharmacists can exercise professional judgment and prevents youth access in all-ages retail environments.”

The federal government followed suit with similar regulations, acknowledging the rising trend of nicotine pouches among minors. These measures include banning advertisements that appeal to youth, permitting only pharmacists to sell nicotine pouches, and limiting flavor options to mint and menthol.

Health Canada has taken additional steps to prevent unauthorized nicotine products from reaching the public. The agency has collaborated with the Canada Border Services Agency, the Royal Canadian Mounted Police, and various provincial public health units to enforce compliance. Since 2024, Health Canada has managed over 300 compliance cases related to the sale or advertisement of unauthorized nicotine pouch products, including issuing compliance notices and conducting site visits.

Dr. Struik advocates for the inclusion of young people in discussions surrounding nicotine regulations. “We need young people to be driving the messaging,” she asserted, highlighting the importance of their perspectives in shaping effective health policies.

As the popularity of nicotine pouches continues to grow, the conversation around their risks and the responsibilities of social media platforms in content moderation remains critically important. The ongoing research emphasizes a need for increased awareness and regulatory efforts to safeguard youth from the potential dangers of nicotine use.