By Shem Baldeosingh, Director
The Global Institute for Novel Nicotine (GINN), with the benefit of Joel Rubenstein’s vast expertise in the category, is working a comprehensive policy position on nicotine pouches and Nicotine Replacement Therapy (NRT), reaffirming our commitment to advancing harm reduction through innovative, science-backed alternatives to smoking. GINN strongly supports the availability of both recreational and pharmaceutical nicotine pouches, provided they are used responsibly and comply with domestic regulations. We champion a dual approach: empowering adult smokers to switch to safer, tobacco-free products like pouches, while ensuring youth protection, product quality, and strict adherence to local laws.
A key highlight of the policy is the distinction between recreational pouches—widely used by adult smokers as consumer alternatives—and pharmaceutical pouches registered as NRTs. While recreational pouches offer consumer-friendly features like flavours and higher nicotine strengths, their access is restricted or prohibited in several countries. In contrast, the same product can be approved as a therapeutic aid under medical regulation. This duality has led to unintended consequences, as seen in Canada, where an NRT pouch gained mass-market retail access but later faced restrictions due to concerns about misuse by youth and non-smokers.
GINN’s position is clear: nicotine pouches should be regulated proportionately to their risk profile, not banned outright or funnelled into overly restrictive channels. Drawing on global evidence—including Sweden’s success in achieving smoke-free status through oral nicotine—we advocate for regulatory models that ensure adult access, youth safeguards, accurate labelling, and robust product standards. Our members are held to the GINN Code of Practice, with strong commitments to age verification, transparent marketing, and regulatory compliance.
This policy statement also signals GINN’s continued role in educating regulators, policymakers, and the public. We will keep sharing the latest scientific research, success stories from countries embracing harm reduction, and practical recommendations for effective oversight. Through collaboration and open dialogue, we believe nicotine pouches can play a transformative role in global public health—reducing disease, curbing smoking, and supporting those on a safer nicotine journey. The full policy will be available via the GINN website in the next two weeks.
