BACKGROUND AND IMPLEMENTATION CHALLENGES: In 2023, nicotine pouches were approved as a natural health product for sale in Canada and did not meet the requirements for traditional regulation because the nicotine content was under the threshold. As such, flavoured nicotine pouches were sold in various retail settings (convenience stores, gas stations, etc.) and without a minimum age of purchase. The products were marketed as "a new way to quit" tobacco or vaping but were not approved as nicotine replacement therapies. Young people quickly started using these products and took to social media to share their experiences. As such, the products became more popular and starting trending online. A new culture of nicotine use was born. Nicotine pouches were promoted on social media using themes of improved cognitive function, masculinity and power, athleticism, rebelling and sensationalizing addiction.
INTERVENTION OR RESPONSE: Heath groups coalesced and mobilized quickly to draw attention to this regulatory gap and showcased how the industry was skirting regulations. There was a significant amount of media attention on the matter and much public outcry that children could buy nicotine products from stores. Prevalence data was unavailable and the magnitude of the issue was unknown.
RESULTS AND IMPACT: By mid 2024, the federal government responded to the public criticism and called out the industry for "preying on kids" and creating a new generation of people addicted to nicotine. Policies were enacted to ensure pouches would only be available behind the counter at pharmacies. Flavour restrictions were restricted to mint and menthol. Marketing restrictions were adopted and packaging will be updated with a warning.
CONCLUSIONS: Despite a lack of data, quick collaboration of tobacco control groups led to a policy response by the federal government in record time. ​