A shift from prohibition to regulation may soon reshape the French nicotine landscape.
France is at a pivotal moment in determining the future of nicotine pouches, a tobacco-free oral product increasingly used by adult smokers as a lower-risk alternative to cigarettes. In 2024, the French government took a prohibitionist stance, notifying a draft decree that aimed to ban nicotine pouches entirely, including their production, sale, possession, and use. Framed as a youth protection measure, the proposal triggered immediate backlash from scientists, harm reduction advocates, and members of Parliament who viewed the move as excessive and counterproductive.
By mid-2025, that hardline approach is giving way to more pragmatic thinking. Lawmakers in both the National Assembly and the Senate have introduced multiple legislative proposals that seek to regulate, rather than prohibit, nicotine pouches. These proposals share a common direction: maintain availability for adult users, while putting robust safeguards in place to prevent youth access, limit product potency, and establish clear standards for marketing and sale.
At the heart of each bill is a shared set of protective measures. All proposals set the minimum legal age at 18 and require enforcement mechanisms to verify age both in stores and online. Online vendors must implement certified age verification systems to prevent minors from bypassing age restrictions. Retail sales are limited to licensed tobacconists or specialized shops selling nicotine products, thereby removing pouches from supermarkets and general retail outlets. Some proposals further restrict online sales, either banning them altogether or allowing them under strict conditions.
Another core element is the nicotine content cap. Lawmakers broadly agree on setting a maximum of 16.6 mg of nicotine per pouch, which aligns with the recommendations of Germany’s Federal Institute for Risk Assessment and reflects the newly adopted AFNOR standard in France. This cap is seen as a way to eliminate ultra-high-strength products from the market without compromising the utility of pouches as a harm reduction tool for adult smokers.
Health warnings and packaging standards are also central to each bill. Proposed rules would require clear statements such as “This product contains nicotine, which is a highly addictive substance,” along with warnings that the sale is prohibited to minors. Some proposals go further, mandating that health warnings cover at least 30 percent of the packaging front. Age restriction icons and child-resistant packaging are also standard requirements, ensuring both informed use and safety against accidental ingestion by children.
Marketing restrictions are firm across the board. Advertising, promotion, and sponsorship of nicotine pouches would be banned in all public spaces and media. While some bills allow limited informational material inside shops or trade publications, all consumer-directed marketing would be prohibited. There is also growing support for standardized or “plain” packaging, where all brands must use uniform containers with no logos, colors, or distinguishing designs.
Where the proposals diverge is in the details. One of the most debated topics is the question of flavors. Some proposals allow only traditional flavors such as tobacco, mint, and menthol. Others are slightly more permissive, allowing fruit flavors but banning sweet, candy-like profiles. These differences reflect a broader policy debate: how to retain appeal for adult smokers switching away from cigarettes, while reducing the risk of attracting teens.
Similarly, online sales are treated differently. While some drafts propose a total ban, others allow them under strict age-verification protocols. There are also variations in how strictly packaging is regulated. Some proposals push for full plain packaging laws, while others stop short, focusing only on health warnings and age symbols. Finally, certain bills propose an excise tax on nicotine pouches, aligning them with tobacco taxation, while others leave fiscal measures for later consideration.
As of mid-2025, France’s legislative process is in full swing. While it is not yet clear which proposal or combination of provisions will emerge, all signs point to a regulatory framework that moves away from prohibition and toward tightly controlled legalization. Lawmakers backing these proposals argue that a clear, enforceable set of rules will be more effective than bans, which often drive products underground and out of reach of public health oversight. They also point to models in Sweden and Norway, where regulated nicotine pouch markets coexist with declining smoking rates and high levels of public trust.
This policy evolution reflects a deeper shift in public health philosophy: measured regulation, not moral panic, is the key to managing novel nicotine products. Prohibition risks unintended consequences, including illicit markets, lack of consumer education, and missed harm reduction opportunities. In contrast, a regulated approach allows for transparency, monitoring, enforcement, and education—all critical tools in protecting youth and supporting adult smokers looking for less harmful alternatives.
GINN welcomes the shift in France toward a more balanced nicotine policy. The emerging framework built on age restrictions, safety standards, marketing bans, and product limits demonstrates how science and public interest can shape effective legislation. As Europe continues to grapple with the rise of new nicotine formats, France’s evolving policy may offer a blueprint: thoughtful regulation over impulsive bans, public health over political optics.
