ONPs Availability and Awareness

FDA guidelines and regulations require age verification to purchase nicotine pouches by providing identification, but young adults and adolescents can still circumnavigate these requirements. For example, ONPs can be purchased online with loose restrictions. A customer is asked if they are over the age of 21 and can simply click “yes” to access products. Purchases, however, may still require age verification with a validated date of birth, or need to be picked up in person, depending on local regulations.

The younger population is highly influenced and targeted on social media outlets, through deceptive “tobacco free” advertising and flavoring emphasis. Oral nicotine pouches are then wrongly perceived as a safer option for active smokers, or a possible resource to assist them in cessation, deflecting the addictive nature of the pouch. They are instead used in school or work setting among young adults to receive a “buzz” upon usage in social environments. Insufficient or lack of fully developed cognitive control in adolescents makes them more vulnerable to social pressure.^13,14 Social aspects with peer hang outs or social activities affecting stressors of mental health increasing depression, stress, anxiety and impulsive behavior in young adults,¹⁵ can also lead to peer pressure to gain social acceptance to fit in by experimenting with ONPs. This can ultimately lead to potential nicotine dependency at a young age.¹⁶

A study in 2021, revealed that 37.3% of US young adults were aware of nicotine pouches, 29.2% were susceptible to usage, and 3.8% used them at least one time. In 2021, low prevalence was indicated, but there was a rise in awareness.¹⁶ Current studies conducted in 2024, collected data with exposure to nicotine pouch marketing and correlation to nicotine usage, indicating awareness through oral nicotine pouch marketing, was on the rise and associated with higher odds of usage. Research concluded that 45.2% had knowledge of ONPs, and 17.4% never experimented with ONPs. The highest amount of awareness was reported through stores with 16.6%. Internet and social media ads were at 9.2%, relatives and friend’s social media was 8.2%, direct mail had a percentage of 7.6% and finally printed ads from the media was at 6.9%.¹⁷ Social media influencers are assisting the popularity of ONPs due to promoting and encouraging product usage on their channels as well. Young adults are subjected to multiple internet discussion boards and posts on social media platforms that are layered with misleading information. This leads to confusion, enables false acceptance and normalizes usage of oral nicotine pouches.^17,18