Nicotine pouches have surged in popularity across the UK as a tobacco-free alternative to smoking and vaping. However, this growth has been accompanied by a sharp increase in dangerous counterfeit products entering the market.
Adult use of nicotine pouches doubled between 2020 and 2024, according to nationally representative surveys in Great Britain. Prevalence of ever use rose to 5.4% in 2024, while current use reached 1%. The rise has been particularly pronounced among younger adults and those with a history of smoking or vaping. Despite this growth, overall adoption remains relatively low.
The increase in legitimate use has paralleled a concerning escalation in illicit and counterfeit versions. Seizures of illegal nicotine pouches have risen dramatically in recent years. Data from Trading Standards teams indicate a 112% year-on-year increase in seizures by early 2025, from around 3,914 in the 12 months to February 2024 to 8,306 the following year. Some regions have reported over 1000% increases, highlighting localised hotspots. In Kent, authorities intercepted large consignments, including 66,000 tubs at ports, while Oxfordshire Trading Standards reported more than 900 packets seized from retailers in a single year.
Experts warn that counterfeit pouches, including fake versions of popular brands such as VELO and Nordic Spirit, pose serious health risks. Unregulated products may contain inaccurate nicotine strengths, unknown or harmful ingredients, and substances capable of irritating gums or causing other adverse effects. High-strength illicit variants are particularly concerning, with the potential for nicotine overdose, especially among younger users.
Markus Lindblad, head of legal and external affairs at Northerner, a specialist retailer in nicotine pouches, outlines practical advice for consumers. Lindblad notes that price is a key indicator: nicotine pouches typically retail for around £4 per can, so anything significantly cheaper may be suspicious. Packaging quality is another giveaway; consumers should watch for flimsy materials, badly printed designs, missing seals, dull colours, and unusual fonts. UK law requires clear English labelling that communicates dosage, associated risks, usage advice, batch and serial numbers, production dates, barcodes, and manufacturer addresses. Transparency about the manufacturer is also essential, with brand information readily accessible online; a lack of information is a red flag.
Consumers should also pay attention to sensory clues, such as changes in smell, taste, or pouch texture, which may indicate poor manufacturing quality. A bland or indistinct aroma, dry pouches, or weak or overpowering nicotine release are warning signs. Finally, it is important to buy from trusted retailers. Reputable UK vendors will have online age verification, clear contact information, secure checkout, transparent privacy and terms policies, and customer review pages.
Markus explains: “As nicotine pouch use continues to grow in the UK, so too does the risk of counterfeits. By understanding the warning signs, such as poor packaging or suspicious pricing, consumers can avoid low-quality imitations. Whether it’s fake VELO or Nordic Spirit, unregulated pouches can be dangerous. They may contain wildly inaccurate nicotine strengths, unregulated ingredients, and substances that can irritate gums or cause other health issues.”
Consumers who suspect a pouch is fake should stop using it immediately and seek medical advice if any unusual symptoms occur. They should contact the manufacturer with the batch number and photos, reach out to the retailer for investigation, and report counterfeit products to the Citizens Advice Consumer Service.
Health authorities and Trading Standards continue to crack down on illicit sales. While nicotine pouches are not risk-free due to their addictive nature, genuine products from regulated sources adhere to safety standards. Consumers are urged to prioritise verified retailers to minimise exposure to potentially harmful fakes.