ASH calls for swift legislation on nicotine pouches as new data shows surge in youth awareness
New data reveals that awareness of nicotine pouches grew between 2024 and 2025 among under 18s in Great Britain, spiking from 38 percent to 43 percent. Nearly 4 percent of teens report having tried nicotine pouches. This is equivalent to 210k children.
The YouGov data, commissioned by Action on Smoking and Health (ASH) showed that between 2023 and 2025, use has also increased among younger adults aged 18-34. The current use rate is 2.6 percent in 18 to 34-year-olds compared to 0.2 percent 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 percent of men versus 1.2 percent 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. No age restrictions on sale mean that anyone can purchase nicotine pouches.
The Tobacco and Vapes Bill will allow 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.
Bob Blackman MP, 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."
Hazel Cheeseman, CEO 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.”
There is no legal age of sale for these products despite containing a highly addictive substance. Tobacco and Vapes lead for Chartered Trading Standards Institute, Kate Pike said that there is public concern:
“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.
Notes to editors
Press and media contact: press@ash.org.uk
References:
- ASH Smokefree Adult Survey 2025, n=13,314. Online GB survey conducted from 10th February to 10th March 2025 by YouGov on behalf of ASH. The figures have been weighted and are representative of all adults in Great Britain (aged 18+).
- ASH Smokefree Youth Survey 2025, n=3,044 Online GB survey conducted 14th March to 24th April 2025 by YouGov on behalf of ASH. The figures have been weighted and are representative of all youth aged 11-18 in Great Britain. Figures quoted cover the 2,746 group of 11–17-year-olds who participated in the survey.
- The number of children having tried nicotine pouches calculated using ONS Estimates of the population for the UK, England and Wales, Scotland and Northern Ireland. Mid-2023 dataset, for Great Britain ages 11-17.
- Data tables (An increase/ decrease may not be statistically significant. Please check with ASH for more detail)
| Children | 2024 | 2025 |
|---|---|---|
| Awareness | 38% | 43% |
| Ever Use | 3.3% | 3.8% |
| Current Use | 1.3% | 1.5% |
| Adults | 2023 | 2024 | 2025 |
|---|---|---|---|
| Awareness (all adults) | 45% | 56% | 56% |
Ever use (all adults) | 4.2% | 5.4% | 6.0% |
| Ever use (men 18-39) | 8.4% | 10.5% | 13.4% |
| Ever use (women 18-39) | 4.4% | 5.9% | 6.1% |
| Ever use (18-34) | 6.8% | 8.8% | 10.8% |
| Ever use (35-54) | 4.8% | 5.6% | 6.0% |
| Ever use (55 plus) | 2.0% | 2.7% | 2.6% |
| Current use (all adults) | 0.5% | 1.0% | 1.1% |
| Current use (men 18-39) | 1.1% | 2.9% | 3.5% |
| Current use (women 18-39) | 0.8% | 0.9% | 1.2% |
| Current use (18-34) | 1.2% | 2.1% | 2.6% |
| Current use (35-54) | 0.5% | 1.0% | 1.0% |
| Current use (55 plus) | 0.1% | 0.2% | 0.2% |
Full question:
Nicotine pouches include brands such as Zyn, Nordic Spirit and Velo. Which of the following statements apply BEST to you?
| <1> | I have never heard of nicotine pouches and have never tried them |
| <2> | I have heard of nicotine pouches but have never tried them |
| <3> | I have tried nicotine pouches but do not use them (anymore) |
| <4> | I have tried nicotine pouches and still use them |
| <977> | Don’t know |
Definitions:
- Awareness: answer <2>, <3> or <4>
- Ever use: answer <3> or <4>
- Current use: answer <4>