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A CBC News hidden-camera investigation found outlawed nicotine pouches — in high doses and candy-like flavours — being sold openly in corner stores across Canada. CBC’s Idil Mussa for The National explains how the product is drawing in young people and why experts say Ottawa needs tougher enforcement.
Despite federal rules introduced in August 2024 to restrict access, nicotine pouches remain widely available. The government had moved sales to pharmacies amid growing concerns from health groups about rising use among non-smokers and youth.
Health Canada regulates nicotine pouches as natural health products for adults 18 and over, meant to help people quit smoking. Zonnic, owned by Imperial Tobacco Canada, is the only brand authorized to be sold in pharmacies — limited to four-milligram pouches in mint or menthol to reduce youth appeal.
Yet CBC reporters in Vancouver, Toronto, Montreal and Halifax were able to buy what appeared to be Zyn — the popular U.S. brand from Philip Morris International — in convenience stores. These packs came in fruity flavours and doses as high as 15 milligrams.
Online, multiple distributors claiming Canadian locations offered a wide selection of brands, unauthorised flavours and high doses, promising quick, discreet delivery.
CBC bought packets that appeared to be Zyn in cities across the country. Rothmans, Benson & Hedges — Philip Morris International’s local arm — said the “products at issue are being sold by unauthorized parties” and that it works with law enforcement to stop illicit trade and supports government efforts.
“Take a highly addictive drug like nicotine, wrap it up in lovely flavours and branding, put messages that it’s fun to use … kids are going to buy it and they’re going to use it,” said David Hammond, a tobacco-control researcher at the University of Waterloo. His work suggests pouches are more popular among Canadian youth than adults, and that use is increasing.
Hammond’s research estimates about five per cent of Canadian youth — roughly 100,000 kids — have tried a pouch. He argues advertising and flavours like gummy bear or cola are clearly aimed at young people, not older smokers trying to quit.
The pouches are placed between the upper lip and gums, where nicotine is absorbed through mucous membranes. While they contain no tobacco or the cancer-causing chemicals in cigarette smoke, Health Canada warns nicotine itself is highly toxic and powerfully addictive, especially for youth.
Pediatrician and addiction specialist Dr. Nicholas Chadi of Sainte-Justine University Hospital Centre says nicotine exposure in young people raises the risk of dependence and addiction. He describes the appeal: increased alertness, focus, a rise in heart rate and a pleasurable effect that can last 30 to 60 minutes. Over time, tolerance and dependence develop, making users crave more.
“Nicotine, in any form, is a risk for a young and developing brain,” Chadi said, noting research links nicotine exposure to changes in brain development and to mental and physical health problems.
University student Ashley Biswanger, 21, says she began using pouches as a teen to wean off vaping and was quickly hooked. She started on 12-milligram pouches and increased use as tolerance grew. The habit, she says, affected her day-to-day life — leaving her unmotivated and spending most of her time at home. She quit cold turkey a few months ago and now warns others: “It is so not worth it.”
Hammond says Canada’s regulatory response missed early warning signs. “We had a bit of an own goal when we first approved these pouches, where we approved them without any minimum legal age of sale, very little warnings, all sorts of flavours,” he said. He calls for a regulatory system better able to anticipate new nicotine products and prevent youth uptake.
Health Canada told CBC that since August 2024 it has managed more than 300 compliance cases related to the sale or advertising of unauthorized nicotine pouches. The department said it has issued compliance notices, done site visits, seized products and warned consumers about risks. Retailers who refuse to comply can be referred to law enforcement, Health Canada spokesperson Joshua Coke said.
Several police forces contacted by CBC said they were not aware of widespread issues tied to unauthorized pouch sales. Montreal police, however, said they are “well aware” of the situation and are monitoring it.
Biswanger, who has quit, urges young people not to start. “All I wanted to do was come home to use them … that’s how addictive they were,” she said.
This article was adapted from an original report published on cbc.ca. All rights belong to the original publisher.