Aotearoa New Zealand should not legalise oral nicotine pouches until there is robust independent evidence that they are safe and effective for helping people stop smoking or vaping, say researchers from the University of Otago.
A new Public Health Expert Briefing by Professor Janet Hoek, Amelia Fitton and Jade Fisher reports findings from their research with people aged 16–25 about their awareness, perceptions and experiences of oral nicotine pouches.
The researchers found that social media marketing presents the products as modern, discreet and socially acceptable while packaging, flavours and claims such as “tobacco-free” can make the products appear low risk.
Prof Hoek says the lack of evidence about nicotine pouches as cessation products is concerning given their growing appeal to young people.
“NZ has an opportunity to learn from the problems caused by vaping regulation rather than repeat them with another addictive nicotine product.”
Oral nicotine pouches contain synthetic nicotine and are placed between the gum and upper lip. Unlike cigarettes and vaping products, they produce no smoke, aerosol or odour.
Although they cannot currently be legally sold in New Zealand, people can import them for personal use, and the Government has signalled its intention to allow domestic sales.
The researchers found that participants had seen nicotine pouches promoted on social media platforms including Instagram and TikTok, with influencers and sportspeople associating their use with attributes such as fun, discretion and consideration.
The products’ discreetness was seen as an advantage because they can be used without attracting attention. However, this could also allow nicotine use to occur unnoticed in schools, workplaces and social settings, potentially contributing to the renormalisation of nicotine use among young people.
The researchers recommend that nicotine pouches should not be legalised until robust independent evidence establishes their safety and effectiveness as smoking or vaping cessation aids.
If they are introduced, they say regulation should include therapeutic supply channels, age verification, clear health warnings about nicotine addiction and oral health risks, and restrictions on youth-appealing flavours and packaging.
Influencer marketing and misleading descriptors such as “tobacco-free” should not be permitted.
The Briefing also highlights the urgent need for accessible, evidence-based vaping cessation services for young people. Some participants had turned to nicotine pouches because previous attempts to stop vaping had failed and they saw no other options.
Prof Hoek says improving cessation support should be an urgent public health priority. “Young people who are addicted to vaping need accessible services that can help them become nicotine-free. They should not have to rely on unproven products as their only option.”