The main point: Nicotine pouches have exploded in popularity in recent years. As sales have risen, reports of nicotine poisoning have too.

Nicotine pouches are often small, fruit-flavored, and packaged in ways that resemble food or candy, making them appealing to kids.
Black-market pouches with extremely high concentrations of nicotine are becoming more popular.
The numbers: According to America’s Poison Centers, 4,253 nicotine poisoning cases were reported to poison control centers in the U.S. in 2025, nearly double the number from the year before and up from only 200 in 2020. Nearly three-quarters of cases last year involved children under 6.

The details: The widespread availability, lacking restrictions and enforcement, and prominent marketing of nicotine pouches contribute to the increased use by young people and poisonings among children.

Childproof packaging: Requiring childproof packages or banning flavors that appeal to kids could reduce poisonings and youth use. The Food and Drug Administration (FDA) has asked, but not required, manufacturers to use child-resistant packaging. Zyn and on! Plus, both of which have childproof packaging, are the only two brands that have obtained FDA authorization and can be sold legally.
Unauthorized products: But aside from those two authorized brands, many more brands are for sale in smoke shops and even more are offered online, often promoted by young social media influencers.
Enforcement: While FDA sometimes works with law enforcement to crack down on shops selling unauthorized products, its main tactic is to send warning letters to these shops, which are largely not effective.
Availability restrictions: Nicotine pouches are subject to the same age restrictions as cigarettes. But while anti-tobacco laws often require cigarettes to be packaged discreetly and placed behind the counter or out of sight, colorfully packaged nicotine pouch products are often displayed alongside snacks and candies on the counter.
Marketing: In addition to prominent marketing by influencers on social media, in-person marketing campaigns include sponsorships of music festivals, sporting events, and parties with open bars, all aimed at young people.
Ease of use: Unlike cigarettes or vapes, nicotine pouches cannot be seen when in use and leave no odor, making them much easier for young people to use at home or school.