NICOTINE pouches are becoming increasingly popular as an alternative to traditional cigarettes among the youth. These are small packs filled with nicotine powder, plant-based fibres and flavourings that are consumed by people regardless of age and gender.

However, the pouches pose serious health concerns to the users. The pouches are available freely over the counter even at general stores. Many young adults consume them just to get rid of smoking without realising that the pouches represent just an addiction.

Besides, the growing marketing as well as promotional activities of these addictive products through mass media and digital media, with celebrity culture advocating and normalising it as a ‘cool thing’ to do, have made their consumption common among the young.

Nicotine pouches have a very negative effect on the users’ physical and mental health, even affecting brain development. Additionally, these pouches can lead to high blood pressure and increased heart rate. Anxiety, depression and stress are common among those who consume these addictive products.

To provide variety in taste, these pouches are available in different flavours, and, together with their lavish packaging, play an important role in promoting usage, unlike cigarette packets that carry cancer warnings.

Preventing addiction to nicotine pouch use among young people is important and requires strong measures, like awareness campaigns, and strict monitoring and regulation of marketing strategies used by manufacturers. By doing so, we can secure the health and future of our youth.

Hassan Raza
Larkana

Published in Dawn, December 2nd, 2024