April 21, 2025
The Global Institute for Novel Nicotine (GINN) issues this response to The Sunday Times article published on April 20, 2025, titled “How pouches of pure nicotine became a teenage craze.” As an organization committed to public health, harm reduction, and regulatory clarity, we believe the article fails to reflect the scientific evidence, regulatory context, and public health potential of nicotine pouches.
Scientific Accuracy Matters
The article’s assertion that nicotine pouches may be “worse than cigarettes” is not only incorrect—it’s dangerous. Scientific and regulatory bodies worldwide, including the UK’s Committee on Toxicity and the U.S. Food and Drug Administration, have confirmed that nicotine pouches—being tobacco-free and non-combustible—present significantly lower health risks compared to traditional cigarettes.
Cigarettes kill over 7 million people globally each year. The damage comes not from nicotine itself, but from the tar, carbon monoxide, and thousands of toxins released through combustion. Nicotine pouches do not burn, contain no tobacco leaf, and have none of the harmful byproducts of smoking. Misinforming the public about their comparative safety can actively deter smokers from switching to safer alternatives.
GINN’s Position on Youth Access: Zero Tolerance
GINN firmly believes that nicotine pouches should never be marketed or sold to youth. We advocate for mandatory age restrictions (18+) for all novel nicotine products and support immediate legislative action in the UK to close regulatory gaps.
The issue is not the existence of harm reduction products, but rather ensuring that strict age-verification, responsible marketing, and retail accountability are in place. Our products are designed for adult smokers seeking a less harmful alternative—not for youth experimentation.
Harm Reduction Is a Public Health Strategy—Not a Tactic
By portraying nicotine pouches as a mere industry ploy, the article overlooks decades of research and real-world evidence supporting harm reduction. Sweden, for example, now has the lowest smoking rate in the EU—largely due to its widespread use of nicotine pouches and snus. With smoking rates nearing 5%, Sweden is on track to become the first “smoke-free” country in the Western world.
The idea that innovation cannot also serve public health is flawed. Many of our greatest harm reduction tools—such as seat belts, methadone, or vaping—were born of commercial innovation, later integrated into public health strategies.
Misinformation Undermines Progress
Public confusion around nicotine is growing. A 2020 study found that 40% of UK smokers mistakenly believe vaping is as harmful—or more harmful—than smoking. This is a tragic misconception that keeps people smoking. Similar misinformation about nicotine pouches, when amplified by the media, risks protecting the most dangerous product on the market: cigarettes.
When media narratives sensationalize novel nicotine products while ignoring science, they jeopardize lives. Smokers may delay or abandon quitting attempts because they perceive safer options as equally harmful.
GINN’s Recommendations to UK Policymakers
In our submission to the UK House of Commons for the Tobacco and Vapes Bill, we proposed:
- Age verification and 18+ restrictions on all novel nicotine products
- Clear product standards and responsible marketing requirements
- Public education campaigns on nicotine product risk levels
- Regulatory frameworks that protect youth while encouraging adult cessation options
A Call for Balanced Dialogue
With more than 6 million adults still smoking in the UK, we must focus on proven, science-based approaches. Nicotine pouches—when properly regulated—are a powerful tool in that effort.
We invite journalists, regulators, and public health professionals to move beyond outdated narratives. Let’s engage with the evidence, acknowledge the potential of reduced-risk alternatives, and work together to protect both public health and public understanding.
Read more: How pouches of pure nicotine became a teenage craze
For more information, contact us at info@ginn.global or visit www.ginn.global
The Global Institute for Novel Nicotine (GINN)
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