Health authorities concerned over ‘toxic, addictive’ nicotine product

Health authorities have raised the alarm over a new unregulated nicotine product that has become widely available in Malta amid marketing that targets young people.

The product, nicotine pouches, carries several health risks, said the Superintendence of Public Health, citing the World Health Organisation. It is highly addictive, acutely toxic, a potential gateway to tobacco, and a way to introduce children and adolescents to the substance.

“Attractive features like colours, flavours, design, cost, product placement in shops” attract a younger audience to try out this substance, the superintendence said.

It added that these concerns will be addressed in the Tobacco Control Strategy 2025-2030 that is yet to be announced.

The concerns are not isolated to Malta. Earlier this year, the sale of these pouches was banned in France and the Netherlands.

Different brands of nicotine pouches all bought in Malta. Photo: Marc Galdes

Nicotine pouches can be found behind the counter of most small grocery stores. A few bars also have vending machines selling the novel product.

The pouches usually come in batches of 15 to 20 in colourful, circular plastic containers. There are several brands, each varying in flavour and nicotine strength. Common brands include Velo, Fox and Siberia.

The containers all have 18+ stickers attached and warning messages about the highly addictive substance, most written in both English and Maltese.

The law prohibits the sale of smokeless tobacco, such as snus – tobacco pouches placed between the user’s lip and their gum.

Snus, however, is not to be confused with nicotine pouches. While nicotine pouches are also placed on the user’s gum, they do not contain any tobacco, only nicotine.

Because of this, they are not prohibited from being sold on the market. The law requires that the Superintendent of Public Health only be notified of any new tobacco products entering the market.

“Therefore, nicotine pouches are effectively unregulated under current tobacco laws, and their sale is permitted by default rather than because they are explicitly authorised through a specific regulatory framework,” the superintendence said.

A container with a warning message in English and Maltese. Another container with only a message in Swedish. Photo: Marc Galdes

Teenagers ‘very aware’ of nicotine pouches

Noel Xerri, the CEO of addiction foundation OASI, is also worried about the widespread availability of the product among teenagers.

He said that over the past year, whenever OASI gave talks to students in school, many of them brought up the nicotine product.

It was clear from these talks that the teenagers were “very aware” of the product and appeared to know quite a lot about it.

“They see it as nothing. It does not have a smell and it’s hidden,” Xerri said.

Users: best option if dependent

Most brands market the pouches as being an effective way to quit smoking, but the health authorities are concerned about this narrative because it might imply that this product is less harmful than tobacco products.

Nonetheless, two users who spoke to Times of Malta under the condition of anonymity found nicotine pouches to be a healthier way to get their nicotine fix than smoking a vape or a cigarette.

One user said: “I grind my teeth a lot, so I used to vape to stop myself. Now I take these pouches, which I believe are a bit healthier.”

He said he takes the product throughout the day to help him work, and also whenever he goes out drinking with friends.

“It depends on the day. Sometimes I’ll take half [the box] and sometimes a full one. But whenever I go out, they end up getting passed around to everyone,” he said.

A container with a warning message in English and Maltese. Another container with only a message in Swedish. Photo: Marc Galdes

He gave his assurance that he was not addicted to the substance and could go weeks without taking it.

Another user said nicotine pouches helped him cut down on smoking significantly. Whereas before he used to smoke daily, now he only smokes in social settings and takes nicotine pouches every day to get his nicotine fix.

“When I decided to quit smoking, I started using it because it felt more socially acceptable. When you’re around people it’s much better that you don’t smell like an ash tray,” he said.

Since cutting down on smoking, he has noticed that his breathing has improved. The downside to it all is that there is nothing stopping him from taking a pouch in whatever setting he is in.

“Similar to vaping, it’s literally always next to me. I take a constant dose all day. It can play a role in helping people stop smoking, but it’s also a vice that’s easy to fall into. I feel it’s the better of all three evils [cigarettes, vapes, nicotine pouches].

“It helps when I work, only because I’m very nicotine dependent. It’s not good, but if you’re dependent I do think it’s best option” he said.