Nicotine Pouches on TikTok – A Growing Trend with Growing Risks

Nicotine pouches – often referred to as white snus – are trending more than ever on TikTok. With millions of views under hashtags like #nicotinepouch and #whitesnus, the category has become a viral phenomenon among young adults in Europe. But as the popularity grows, so do the concerns.

A Safer Alternative – When Used Responsibly

Nicotine pouches were created as a tobacco-free alternative to smoking and traditional snus. They offer a cleaner, smoke-free experience with no tobacco residue or smell – making them appealing to adult users seeking a less harmful nicotine option. When used in moderation, and with reasonable strengths, they can be part of a more sustainable approach to nicotine consumption.

The Problem with Extreme Products

On TikTok, some creators showcase products with extremely high nicotine levels – sometimes as much as 150 mg/g or 75 mg per pouch. These are far above normal consumer strengths and can cause nausea, dizziness, or even nicotine poisoning.

Such portrayals not only create health risks but also damage the long-term reputation of the nicotine pouch industry. When extreme products are shown as challenges or trends, it undermines the responsible progress made by serious producers and retailers working to offer safe, regulated options for adults.

TikTok Creators and Brand Exposure

Recently, products from popular brands such as VELO, Killa, ZYN, and Greatest have frequently appeared in TikTok videos. However, it’s important to note that these posts are not official brand marketing – they are created by independent users and influencers. While these brands produce nicotine pouches with moderate strengths and high safety standards, the way they are portrayed online isn’t always responsible.

Creators need to be aware of the impact their content can have. Showing nicotine pouches as fun, harmless, or trendy can mislead young audiences and invite stricter regulations.

Responsible Representation Matters

The nicotine pouch industry depends on credibility and trust. Brands, retailers, and especially content creators must promote transparency, accurate information, and responsible messaging. The goal should be to inform adults about tobacco-free alternatives, not to glamorize risky behavior.

Final Thoughts

TikTok has become a major platform for nicotine pouch exposure, both good and bad. The trend highlights how powerful social media can be in shaping public perception. For a sustainable future, everyone involved – from creators to consumers – must treat nicotine products with honesty and responsibility.

Nicotine pouches ans snus can be a cleaner alternative to smoking, but only if used and represented the right way.