Nicotine alternatives like vapes and pouches are reshaping the
tobacco industry, blending modern appeal with potential health concerns.
In the age of health-conscious lifestyles, the tobacco industry has cleverly rebranded its offerings, moving from traditional cigarettes to modern alternatives like vapes, hookahs, and nicotine pouches. These products are marketed as “healthier choices” for smokers or as trendy lifestyle items for the younger generation. However, beneath their colourful packaging and influencer-driven marketing lies a set of risks that challenge both individual health and regulatory frameworks.
The Appeal of New Tobacco
Nicotine pouches have emerged as one of the most aggressively marketed products in this evolving landscape. Their widespread appeal is no accident—it stems from sleek designs, discreet usage, and promises of being a “safer” alternative to traditional cigarettes. Clever marketing campaigns have been pivotal in creating a global niche for these products.
Social media has been a game changer in their promotion. By enlisting social media influencers and local celebrities, brands have effectively targeted younger demographics. These campaigns are further amplified by vibrant packaging and enticing flavours, making nicotine pouches appear more like trendy accessories than potentially harmful substances.
Exploiting Loopholes
Traditional cigarettes have long faced stringent advertising restrictions due to their well-documented health risks. In many countries, tobacco advertising is outright banned, and cigarette packaging features graphic health warnings. However, nicotine pouches and vapes enjoy much more relaxed regulations. Their absence of prominent health warnings, coupled with sleek, colourful designs, fosters a misleading perception of safety.
Experts highlight how these marketing strategies exploit existing regulatory gaps. Meghan Morean, PhD, a research scientist at the Yale Tobacco Centre of Regulatory Science, notes: “The sweet and fruity flavours often give the impression that these products are safe, but they contain enough nicotine to establish addiction in a short time.”
Unlike medical nicotine replacement therapies, such as gums or patches that undergo rigorous scrutiny, recreational nicotine products operate in a grey area. These gaps allow companies to position such products as lifestyle choices, bypassing the stricter health regulations applied to cigarettes.
Many of these products are marketed as sophisticated alternatives for working professionals, emphasising style and convenience while downplaying the addictive nature of nicotine. Such dual messaging underscores the prioritisation of profits over public health.
Hookahs, meanwhile, benefit from cultural acceptance in certain communities, adding another layer of complexity to regulatory efforts. Studies show that a single hookah session can expose users to more smoke and toxins than several cigarettes, directly contradicting its common portrayal as a “safer” option.
Look at the Health Risks
Despite their “healthier alternative” branding, nicotine pouches, vapes, and hookahs carry significant risks. Vapes, for instance, deliver harmful chemicals like heavy metals and volatile organic compounds. Hookahs expose users to even higher levels of toxins compared to cigarettes. Nicotine pouches, though tobacco-free, still deliver high concentrations of nicotine, which can impair cardiovascular health and brain development, especially in young users. Nicotine is a powerful stimulant that can lead to a predisposition to addiction, both to nicotine itself and other substances. For adolescents and young adults, nicotine can also disrupt brain development, contributing to increased impulsivity and symptoms like ADHD.
Dr. Meghan Morean points out the dangers of nicotine addiction, particularly for those new to using nicotine. “If someone, including a child, is new to using nicotine, they will feel a ‘buzz’—a brief head rush that feels uplifting,” she explains. However, regular use diminishes this effect, and once dependency sets in, individuals begin to feel normal only when using nicotine. “When you don’t have it; you start having cravings, headaches, or other withdrawal symptoms that indicate, ‘Hey, time for another one,’” says Dr. Morean. This cycle of withdrawal and relief can become a persistent loop. Making it harder for users, especially young ones, to break free.
The targeted marketing of flavoured products exacerbates these risks. Flavours like mango, mint, and berry appeal to first-time users by masking the harshness of nicotine. For young people, this is particularly dangerous. The Centres for Disease Control and Prevention (CDC) reports that in 2023, 1.5% of middle and high school students in the US used nicotine pouches—a statistic that may seem small but signals the rise of a concerning trend.
Dr Morean also warns against the normalisation of such products among the youth: “These products are marketed as recreational, masking their addictive potential and long-term impacts.” Discreet packaging and a lack of visible health warnings further contribute to this growing problem. Making it harder for parents and teachers to monitor usage.
Targeting Vulnerable Groups
Young people are disproportionately affected by the aggressive marketing of these products. The vibrant designs and fruity flavours are tailored to attract a demographic that might never have considered smoking. The CDC’s data underscores the emergence of a new public health challenge, as these alternatives introduce non-smokers to nicotine addiction. This dual marketing approach, targeting both adult smokers and non-smoking youth, complicates global efforts to curb nicotine addiction. The World Health Organization (WHO) has repeatedly cautioned against viewing such products as harmless. Yet, the lack of comprehensive research into their long-term effects leaves a significant gap in public awareness.
The Advertising Paradox
The success of these products hinges on their ability to thrive in the advertising loopholes that traditional cigarettes cannot exploit. In addition to using influencers, brands create aspirational narratives around nicotine pouches and vapes. Portraying them as symbols of sophistication and modernity. Vapes are even marketed as tech gadgets, further distancing them from the stigma of traditional tobacco products. Unlike cigarette packets, which come with bold warnings like “Smoking Kills,” vape devices and nicotine pouches lack such upfront messaging. The omission of clear warnings not only misleads consumers but also undermines public health campaigns that have long fought to expose the dangers of nicotine.
A Call for Action
To combat these challenges, stricter regulations are essential. Policymakers need to extend advertising restrictions to include all nicotine products, requiring prominent health warnings and banning flavours that disproportionately appeal to youth. Public health campaigns must also address the misconceptions surrounding these alternatives, educating consumers about their risks and addictive nature. The tobacco industry’s pivot to modern alternatives is a strategic response to declining cigarette sales. While vapes, hookahs, and nicotine pouches may offer harm reduction for existing smokers. Their appeal to non-smokers—especially the youth—raises serious concerns.
True wellness requires informed choices, and for that, transparency in marketing and regulation is non-negotiable. These products are not harmless novelties—they are addictive substances repackaged for a new generation. Without action, the cycle of addiction will continue, but this time, it will be cloaked in flavours, colours, and the illusion of safety.