Calls grow for nicotine pouch controls amid surge in youth awareness

Retailers selling nicotine pouches are facing renewed scrutiny following the release of new figures by Action on Smoking and Health (ASH) showing a sharp rise in awareness and use among under-18s in Britain.

According to YouGov data commissioned by ASH, awareness of nicotine pouches among children rose from 38 per cent in 2024 to 43 per cent in 2025, with nearly 4 per cent of teenagers – an estimated 210,000 – reporting they have tried them. Use has also grown among adults aged 18–34, where 2.6 per cent are now using pouches, compared with just 0.2 per cent of adults aged over 55.