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flag Nicotine pouch use among UK youth has surged, raising concerns over unregulated marketing and addiction risks.

flag Nicotine pouch use in Great Britain has risen sharply from 2.6% in 2020 to 6.5% in 2025, driven largely by young men and adults aged 16 to 24, according to a study published in The Lancet Public Health. flag Most users also smoke or vape, and an increasing number use pouches to quit smoking. flag Researchers link the surge to aggressive marketing targeting youth through social media, events, and public spaces. flag While considered less harmful than cigarettes or e-cigarettes, pouches contain addictive nicotine and are currently unregulated for age, advertising, flavors, or nicotine levels. flag Experts urge swift passage of the Tobacco and Vapes Bill to implement age restrictions, advertising limits, and product controls to protect young people.

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