Nicotine pouches, a tobacco-free product delivering nicotine without smoke, have grown rapidly in popularity across the UK since their launch in 2019. Usage has doubled from 2020 to 2024, but the rise in consumer interest has triggered mounting concerns over product safety, compliance with UK regulations, and the appeal of these pouches to children. Regulatory experts and local authorities are now calling for stronger oversight and clearer industry standards.
Analytical firm Broughton has identified five regulatory issues that manufacturers and retailers must address. One of the most pressing is inadequate hazard labelling. Under the CLP Regulation (EC) No. 1272/2008, nicotine is classified as acutely toxic, and products must include specific hazard warnings. Non-compliance can lead to unlimited fines or imprisonment of up to two years for responsible individuals. Jody Kerman, head of Trading Standards at Oxfordshire County Council, said, “Nicotine is a poison, you need to know who to contact if something goes wrong, what to do if you swallow it, how many is safe to have over a period of time.” In February 2025, Kent Trading Standards seized 66,000 tubs due to labelling that was printed in foreign languages, making it inaccessible to UK consumers.
Broughton also raised concerns over inconsistent nicotine strength. The actual amount of nicotine in a pouch can vary from what is stated on the packaging due to manufacturing conditions, storage, or product age. “Some products might contain slightly more or less nicotine than stated, and the strength may also change over the course of the product’s shelf life,” Broughton noted. Tests have revealed some pouches contain as much as 50mg of nicotine, which is significantly higher than a cigarette and poses a risk of nicotine poisoning, especially for children. The British Standards Institution’s PAS 8877:2022 recommends a maximum of 20mg per pouch to maintain safety and effectiveness. Clear use-by dates are seen as vital for ensuring quality control.
The absence of ingredient transparency is another key issue. The General Product Safety Regulations (2005) require detailed ingredient lists, allergen information, hazard symbols, and user instructions. However, many manufacturers do not provide Safety Data Sheets (SDS) to retailers. Without SDS, Broughton warns, “critical details like nicotine content, allergens, and hazardous chemical warnings cannot be confirmed.” PAS 8877 provides voluntary guidance for using pharmaceutical-grade ingredients and ensuring full disclosure.
There are also concerns about the design of packaging that resembles sweets or soft drinks, which could attract children. Some pouches are sold in bright colours and flavours such as cola or strawberry watermelon. These designs may encourage misuse among young people. Broughton stated, “This type of imagery undermines the intended use of the product and may lead to greater regulatory scrutiny.” According to Kent Trading Standards, some packaging appears to be “specifically to appeal to children.”
Currently, nicotine pouches fall under the General Product Safety Regulations (2005), not the more restrictive Tobacco and Related Products Regulations (2016). This has led to calls for reform. The Tobacco and Vapes Bill, introduced in November 2024, aims to strengthen regulation by banning sales to under-18s, prohibiting free samples, and introducing packaging rules to curb youth appeal. Jim Whiddett, operations manager at Kent Trading Standards, said: “The Government has said it’s looking at new legislation and that’s something we would welcome because it would help to support consumers to make an informed decision.”
The use of nicotine pouches is particularly high among young men, and recent figures show that 3% of under-18s in the UK have tried them. Experts warn that without stronger regulation, these products risk becoming a gateway for youth nicotine use. Manufacturers are encouraged to consult industry standards such as PAS 8877 and seek regulatory advice to ensure safe and legal market entry.
