The Rise of Nicotine Pouches in Portugal
Nicotine pouches are becoming increasingly popular in Portugal, even though a comprehensive legal framework for their sale and advertising is still under development. These small, discreet, and smokeless products are placed between the gum and the lip, releasing nicotine without combustion. This feature distinguishes them from traditional cigarettes and has sparked a growing debate among industry leaders, government authorities, and public health experts.
For months, these products were available in tobacconists and kiosks without any clear regulations. However, this year marked a turning point when they were added to the list of tobacco and nicotine products subject to excise duty. Tabaqueira, a subsidiary of Philip Morris International, took this as an opportunity to officially launch nicotine pouches in the Portuguese market.
Marcelo Nico, the managing director of Tabaqueira, explained that before the start of this year, these products were in a legal limbo. “We did not enter the market until the beginning of this year because of the lack of regulation,” he told Euronews. He emphasized that the company’s strategy is to create a smoke-free world where less harmful, smoke-free alternatives replace traditional cigarettes. According to Nico, these products are aimed at adult smokers looking for alternatives.
Regulation and Concerns About Youth
Despite the potential benefits for adult smokers, concerns about the impact of nicotine pouches on young people have been raised by public health experts. Sofia Belo Ravara, a pulmonologist and professor of Preventive Medicine, warned about the aggressive marketing strategies used by companies. She highlighted that the packaging and social media presence of these products make them highly appealing to younger audiences.
Flavours such as mint, red berries, or mango play a significant role in attracting users, particularly young people. “Flavours make the experience more pleasant, increase nicotine absorption and intensify dependence,” she said. Belo Ravara also pointed out that nicotine is rapidly absorbed through the oral mucosa, leading to constant levels in the body and increasing its addictive potential.
The health risks associated with nicotine pouches remain a concern. While they do not contain tobacco, the potential for dependence and health risks, especially on the central nervous system, persists. “
The effects on the brain are perhaps the most worrying, especially because the people who are going to use these products are mainly children and adolescents and also young adults. Nicotine harms brain development, interferes with cognitive abilities and triggers changes in behaviour,” she warned.
Lessons from Denmark
Experience in other countries, such as Denmark, shows that the market for nicotine pouches can grow quickly and be difficult to regulate. Charlotta Pisinger, a Danish doctor, described how these products became widespread in Denmark around 2018–2019. “They were everywhere, especially on social media and at festivals, and were often handed out for free,” she said. Within just a few years, they became very popular, with around 14% of young people aged between 15 and 29 using them by 2025.
Pisinger stressed that the regulatory response came too late. “By the time we managed to introduce stricter rules, the products were already widespread. It is much harder to control once dependence has taken hold,” she said. Denmark has since implemented measures such as limiting flavours, plain packaging, advertising restrictions, and caps on nicotine content. However, challenges remain, especially in controlling online sales, where there is no age verification.
WHO’s Warning and the Path Forward
The World Health Organization (WHO) has also issued warnings about the dangers of nicotine pouches. In a recent report, the UN agency stated that these products should not be considered risk-free. “Nicotine is extremely addictive and harmful, particularly to children and adolescents, whose brain development may be affected,” the WHO warned. Early exposure to nicotine can affect attention and learning, increase the long-term likelihood of dependence, and raise cardiovascular risks.
The WHO also criticized the marketing tactics used by the industry, which include packaging that mimics sweet packets, bubble-gum flavours, promotion on social media, and sponsorship of concerts and sporting events. “These tactics are designed to normalise nicotine use and play down perceptions of risk,” the report noted.
Regulatory Measures in Portugal
In response to these concerns, the Portuguese government has approved a draft law creating a legal framework for nicotine pouches. Measures under consideration include restrictions on advertising, limits on points of sale, and a possible ban on flavours and eye-catching packaging. Marcelo Nico argued that regulation is necessary but must be balanced. “It is important to have a clear framework that allows adult smokers to access alternatives, while protecting minors,” he said.
Sofia Belo Ravara, however, favours a more restrictive approach. “We have to apply the precautionary principle. We know nicotine is harmful and that these products are reaching younger people. That should be enough to act,” she said. She emphasized that the path from experimentation to regular use is extremely rapid.
