The YouGov data, commissioned by Action on Smoking and Health (ASH), shows nearly 4% of teenagers report having tried nicotine pouches - the equivalent of 210,000 children.

The research finds that between 2023 and 2025, use has also increased among younger adults aged 18-34. The current use rate is 2.6% in 18 to 34-year-olds compared to 0.2% in adults aged over 55. There is also a stark gender divide with men under 40-years-old. This group is three times more likely to use nicotine pouches than women the same age. The difference is 3.5% of men versus 1.2% of women.

While nicotine pouches are less harmful than smoking, there are currently no limits on the strength of nicotine contained in these products. Additionally, few controls on marketing and advertising exist, and no age restrictions on sale mean that anyone can purchase nicotine pouches.

Action on Smoking and Health says the Tobacco and Vapes Bill will allow the Government to regulate all aspects of these products and ensure they do not get into the hands of children, but can be used by adults as an alternative to smoking. However, the bill does not yet have a date when it will progress to the next stage of legislative scrutiny necessary for it to become law and may not progress until after the summer recess in the autumn.

Hazel Cheeseman, chief executive of Action on Smoking and Health, said: ‘The surge in teen awareness and growing levels of use in young adults over the last two years indicates that the industry's marketing strategies are working. Products are highly promoted in shops and on social media with football stars and male influencers used to further raise their profile.

 

‘Nicotine pouches are very likely to be less harmful than smoking. However, they must be properly regulated.'

Bob Blackman, co-chair of the All-Party Parliamentary Group (APPG) on Smoking and Health, said: ‘Many of the big nicotine pouch brands are owned by tobacco companies with decades of experience targeting our children. The longer it takes for this government to regulate, the more time the tobacco industry has to promote their products to the next generation.'

Tobacco and Vapes lead for Chartered Trading Standards Institute, Kate Pike, added: ‘I hear from trading standards teams across the country who are getting reports from concerned citizens who have seen teenagers being sold these products. However, there is no action we can take until the law is changed as no offence is being committed.'

ASH is calling on the Government to prioritise the passage of the Tobacco and Vapes Bill.