Youth addiction to nicotine pouches rises in Finland amid marketing controversies

At just 22 years old, Elsa Eerola began using nicotine pouches three years ago, long before they became available in Finland. Attracted by the stylish appearance of the pouches, she was aware of nicotine’s risks but believed they offered a healthier, tobacco-free alternative. Having previously smoked during her teenage years and used snuff, she was drawn to the variety of flavors, such as cola and apple. “It was sort of a gateway into nicotine pouch addiction,” Elsa explained.

Surveys show that one in four young people has tried nicotine pouches, and the use among minors has been reported. These products have rapidly spread through shops and kiosks despite advertising being banned. Research revealed nearly 90 brands marketed in Finnish, with 18 belonging to four major international tobacco companies. Marketing efforts have included e-commerce, social media influencers, and regular consumers, utilizing product testing and commercial collaborations.

Tobacco companies claim their nicotine products are for adult consumers and assist in smoking cessation, even while they aim to capture younger users. “Usually, users start young; once a new youth is hooked, they remain a loyal customer for life,” noted social policy professor Heikki Hiilamo, who studies tobacco marketing strategies.

Eerola, having experienced severe nicotine dependency with some pouches containing up to 30 mg of nicotine, ultimately managed to quit after seven years. She found new ways to relax, such as breathing exercises and chewing gum, rather than resorting to nicotine. “Now in situations where I once used nicotine, I don’t even think about it anymore. The biggest reward from quitting has been my ability to feel completely relaxed.”