Surge in Nicotine Pouch Use Among Young Men Sparks Regulatory Debate in Great Britain
Published 16 December 2025
Highlights
- Nicotine pouch use in Great Britain has surged, driven primarily by young men, with 7.5% of 16 to 24-year-old men using them by 2025.
- The rise in popularity is attributed to aggressive marketing targeting young men through social media, sports sponsorships, and music festivals.
- Over 500,000 people in Great Britain now use nicotine pouches, with a significant portion also smoking or vaping.
- The Tobacco and Vapes Bill aims to regulate the sale and advertising of nicotine pouches, including banning sales to under-18s.
- Researchers emphasize the need for balanced regulation to prevent youth uptake while allowing potential smoking cessation benefits.
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Rewritten Article
Headline: Surge in Nicotine Pouch Use Among Young Men Sparks Regulatory Debate in Great Britain
The use of nicotine pouches has seen a dramatic rise in Great Britain, with young men leading the charge, according to recent research. A study conducted by University College London (UCL) reveals that by 2025, 7.5% of men aged 16 to 24 are using these products, compared to just 1.9% of young women and 1% of adults overall. The study, published in Lancet Public Health, highlights that over 500,000 people across England, Scotland, and Wales are now using nicotine pouches, with a substantial number also smoking or vaping.
Marketing and Demographics
Researchers attribute the surge in popularity to aggressive marketing strategies targeting young men. Dr. Harry Tattan-Birch, a UCL researcher, notes that advertising efforts have been concentrated on platforms and events that disproportionately attract young male audiences, such as social media, Formula 1 sponsorships, and music festivals. This targeted approach has led to a significant increase in usage among Gen Z, with the percentage of 16 to 24-year-olds using nicotine pouches rising from 0.7% in 2022 to 4% in 2025.
Health Implications and Legislation
While nicotine pouches are considered less harmful than traditional cigarettes and e-cigarettes, they are not without risks. The products, which contain synthetic nicotine, are currently sold without age restrictions or marketing limitations. However, the impending Tobacco and Vapes Bill seeks to address these gaps by banning sales to individuals under 18 and imposing stricter advertising regulations. The bill also aims to regulate the flavours, packaging, and nicotine content of these products.
Smoking Cessation Potential
Despite concerns over youth uptake, researchers acknowledge the potential role of nicotine pouches in smoking cessation. The study found that 6.5% of smoking cessation attempts in 2025 involved the use of nicotine pouches. Dr. Tattan-Birch emphasizes the importance of finding a regulatory balance that discourages youth use while not hindering the potential benefits for smokers looking to quit.
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Scenario Analysis
As the Tobacco and Vapes Bill progresses through parliament, its impact on nicotine pouch sales and usage will be closely monitored. If implemented effectively, the legislation could curb youth access and reduce aggressive marketing practices, potentially leading to a decline in usage among young people. However, if the regulations are too restrictive, there is a risk that individuals may revert to more harmful tobacco products. Public health experts will likely continue to study the effectiveness of nicotine pouches in smoking cessation, which could influence future policy decisions. The ongoing debate underscores the need for a nuanced approach that balances public health concerns with harm reduction strategies.
The use of nicotine pouches has seen a dramatic rise in Great Britain, with young men leading the charge, according to recent research. A study conducted by University College London (UCL) reveals that by 2025, 7.5% of men aged 16 to 24 are using these products, compared to just 1.9% of young women and 1% of adults overall. The study, published in Lancet Public Health, highlights that over 500,000 people across England, Scotland, and Wales are now using nicotine pouches, with a substantial number also smoking or vaping.
Marketing and Demographics
Researchers attribute the surge in popularity to aggressive marketing strategies targeting young men. Dr. Harry Tattan-Birch, a UCL researcher, notes that advertising efforts have been concentrated on platforms and events that disproportionately attract young male audiences, such as social media, Formula 1 sponsorships, and music festivals. This targeted approach has led to a significant increase in usage among Gen Z, with the percentage of 16 to 24-year-olds using nicotine pouches rising from 0.7% in 2022 to 4% in 2025.
Health Implications and Legislation
While nicotine pouches are considered less harmful than traditional cigarettes and e-cigarettes, they are not without risks. The products, which contain synthetic nicotine, are currently sold without age restrictions or marketing limitations. However, the impending Tobacco and Vapes Bill seeks to address these gaps by banning sales to individuals under 18 and imposing stricter advertising regulations. The bill also aims to regulate the flavours, packaging, and nicotine content of these products.
Smoking Cessation Potential
Despite concerns over youth uptake, researchers acknowledge the potential role of nicotine pouches in smoking cessation. The study found that 6.5% of smoking cessation attempts in 2025 involved the use of nicotine pouches. Dr. Tattan-Birch emphasizes the importance of finding a regulatory balance that discourages youth use while not hindering the potential benefits for smokers looking to quit.
What this might mean
As the Tobacco and Vapes Bill progresses through parliament, its impact on nicotine pouch sales and usage will be closely monitored. If implemented effectively, the legislation could curb youth access and reduce aggressive marketing practices, potentially leading to a decline in usage among young people. However, if the regulations are too restrictive, there is a risk that individuals may revert to more harmful tobacco products. Public health experts will likely continue to study the effectiveness of nicotine pouches in smoking cessation, which could influence future policy decisions. The ongoing debate underscores the need for a nuanced approach that balances public health concerns with harm reduction strategies.
