It is now clear the government has missed its smokefree target of fewer than 5% of people smoking across all population groups by the end of this year.

The latest New Zealand Health Survey shows 6.8% of adults smoked daily this year — essentially unchanged from last year (6.9%) and 2022–23 (6.8%). Tobacco remains widely available, and stark inequities persist: 15% of Māori smoke daily.

At the same time, vaping is widespread among young people. The survey estimates 13.6% of 15- to 17-year-olds now vape daily, up from 10.3% in 2024 — roughly 27,000 people below the legal age for vape sales who are now addicted.

Tobacco and nicotine companies are pushing to introduce oral nicotine pouches, pitching them as a “cleaner way to enjoy nicotine.” But the flavours, packaging and marketing of these products appeal to young people, and approving them risks exposing more young people to nicotine addiction and worsening problems already caused by vaping.

How pouches work
Oral nicotine pouches are small sachets containing nicotine extracted from tobacco or made synthetically. Users tuck a pouch under their upper lip and absorb nicotine through the gums, getting a potent dose without inhaling smoke or vaping aerosol.

In 2024, Associate Health Minister Casey Costello, following the National–NZ First coalition agreement, secured Cabinet’s approval in principle to introduce these products. That move raises several serious concerns.

First, there is no evidence pouches help people quit. Ministry of Health officials advised that oral nicotine pouches are not supported as cessation aids. An expert group convened by the ministry recommended a moratorium on new nicotine products “until there is clear, independent evidence that [these] are safer than smoking and effective in helping people who smoke to stop smoking.” A recent systematic review reached the same conclusion: no evidence shows pouches help people stop using tobacco or vaping products or reduce smoking or vaping prevalence. Even tobacco companies do not market them as quit tools. As Philip Morris states: “Our smoke-free products […] are not designed as cessation aids.”

Second, health risks are not yet known. Although pouches are not inhaled, they may affect oral, cardiovascular and mental health. A recent study noted tissue changes that could indicate increased risk of mouth cancers.

Third, oral nicotine pouches are highly addictive. Nicotine alters brain development in adolescents and young adults, changing pathways tied to learning, attention and impulse control. Experts warn these products could entrench nicotine dependence among a large number of young people.

Fourth, nicotine addiction carries lifelong financial, physical, social and emotional costs. Introducing a consumer product whose primary function is maintaining addiction is not progress for public health.

Fifth, international evidence shows pouches are designed to attract young people. They come in sweet, fruity and alcoholic flavours, in eye-catching packaging that resembles chewing gum or mints, and are promoted by influencers as lifestyle enhancers that boost energy, concentration and social confidence. That is marketing for addiction, not cessation.

We already struggle to help young people quit vaping. Approving another discreet, youth-friendly, addictive product would, in our view, be reckless.

Why new nicotine products won’t solve the problem
Sixth, pouches are virtually invisible in use: no smoke, no aerosol, no obvious smell. That makes them hard to detect and easy to conceal, including in schools.

Seventh, the logic of introducing pouches to solve smoking or vaping is flawed. The government introduced vaping as a possible route to reduce smoking, and now proposes pouches as another supposed solution. Legalising more nicotine products is not a targeted way to reduce smoking, especially when uptake of novel products is highest among young adults — most of whom do not smoke.

Most importantly, these products threaten the Tupeka Kore (tobacco-free) vision set out by Māori leaders. That goal seeks not only to reduce smoking but to eliminate addictive nicotine products and the disproportionate burden of nicotine addiction on Māori communities.

The industry presents pouches as safer and empowering, but in reality they risk entrenching dependence and deepening inequities. Governments have a duty to protect the public — and especially young people — from being commercially targeted by manufacturers of highly addictive products.

Before any new nicotine product is allowed, robust, independent evidence must show it will improve population health and reduce, not expand, nicotine addiction. That standard has not been met for oral nicotine pouches.

This article was adapted from an original report published on theconversation.com. All rights belong to the original publisher.