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Mynt is available are available in various flavors and nicotine concentrations, depending on individual markets. Photo credit: MYNT Pouches
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Clew pouches come in a large variety of flavors; pictured here: Clew spearmint flavor. Photo credit: Clew Pouches
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Mynt pouches managing director Shivam Bihani posing with a tin of nicotine-free Mynt Zero pouches at a recent exhibition. Photo credit: Thomas Schmid
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Waqas Khan, global c.e.o. of Clew pouches. Photo credit: Clew Pouches
Two senior executives highlight their concerns but also outline their hopes for the product segment.
In most markets worldwide, conventional tobacco products and vapes or e-liquids are already subject to often rather stringent (some critics say, occasionally unreasonably restrictive) regulations and laws, even bans. For instance, although the UK is still contemplating a possible “generational ban” on combustibles, New Zealand had enacted such a ban, but then retracted its implementation. The Netherlands and numerous other countries have banned flavored e-liquids, while in many other markets vaping is illegal altogether.
One might easily be led to think that there is now little left to regulate, restrict, or ban still… but it only seems that way. In fact, nicotine pouches, not too long ago hailed even by many regulators as a less risky alternative to combustibles, now appear to be in the crosshairs of governments and influential anti-this/anti-that lobbies.
Growing concerns abound
“There are indeed growing concerns in the industry regarding potential restrictions on nicotine pouches,” attested Waqas Khan, global c.e.o. of Clew Nicotine Pouches. Since its launch only a couple years back, Khan’s Clew brand has enjoyed stellar success in a growing number of markets, including the United States, as well as in the duty-free sections of numerous international airports, such as those of Bangkok and Dubai.
According to Khan, the primary issues raised among pouch stakeholders include the possibility of overregulation, excessive taxation, and outright bans that could stifle innovation and consumer choice. Many industry leaders worry that governments may impose unnecessary limitations without fully understanding the benefits of nicotine pouches as harm reduction products. Additionally, there is concern that regulations could follow the same patterns as traditional tobacco products, despite the fact that nicotine pouches are a smoke-free and less harmful alternative.
The industry jitters are echoed by Shivam Bihani, managing director of Mynt pouches. Mynt pouches come in both nicotine and non-nicotine varieties. Bihani said that the still relatively new nature of nicotine pouches has led to regulatory inconsistencies across different jurisdictions. One of the most frequently discussed concerns in industry circles is the potential for flavor bans, some of which have already happened in certain markets, and limiting nicotine content to very low levels. Increased taxation is another worry, he added. “Higher taxes could make nicotine pouches less affordable [for consumers], potentially reducing their appeal as a harm reduction tool.”
Could an EU-wide ban loom?
Quite unsurprisingly, most of the concerns center on the regulation-crazy European Union (EU), where some member states have already taken steps toward restricting or banning nicotine pouches, according to Bihani. France instated a total ban only very recently, while the Netherlands have banned pouches since January 2025. Presently, a whole bunch of other EU nations are contemplating their very own actions. Luxembourg, for example, is trying to push for very low nicotine content thresholds and Finland is preparing to enforce a strict ban on flavored nicotine pouches, allowing only menthol and mint varieties. In Poland, a ban on nicotine pouches containing synthetic nicotine is under consideration. Then there’s Denmark, whose health reform proposals seek to restrict the flavor range in nicotine pouches in addition to limiting nicotine content to 9mg per pouch. Spain already has restricted nicotine content to a maximum 0.99mg per unit, a ridiculously low amount.
According to Clew’s Khan, there also are fears that a EU-wide blanket ban also could be in the making in Brussels, although it’s purely speculative at this point. But while no formal proposal has been put forward yet, European Parliament has already set up a new permanent subcommittee on public health, SANT.
“This committee holds legislative power over nicotine and tobacco products, including nicotine pouches, by leading on the upcoming revision of the EU’s Tobacco Products Directive [EUTPD],” pointed out Bihani. And Khan cautioned that “the possibility of stricter regulations is very real and the industry needs to be proactive in demonstrating the benefits of nicotine pouches as a harm reduction tool.” Though no longer an EU member, the UK is also considering further regulations, including a potential generational ban on tobacco, which could eventually extend to nicotine pouches as well.
Outside of Europe, the list could go on, with nations in Africa, Asia (including India and Indonesia), and Latin America either deliberating or already enforcing a variety of measures. North America is not off the board, either. In the US, “FDA has been closely monitoring the category and there is a possibility that stricter regulations could be introduced, especially around marketing and youth access [with regards to flavored products],” pointed out Khan.
“But given that nicotine pouches are classified separately from combustible tobacco products, there is still a strong argument for their continued availability as a reduced-risk alternative,” he added. Meanwhile, in Canada nicotine pouches are no longer freely available as consumer products but are instead sold in pharmacies against presentation of a medical prescription; a measure which, by the way, also is enforced in Russia and Australia.
Science-based approach should prevail
Being heavily engaged in the pouch sector themselves, it is quite understandable that neither Khan nor Bihani believe that total bans or extreme restrictions on nicotine content are reasonable measures. They prefer a science-based approach.
“Rather than outright banning or heavily restricting pouches, regulators should focus on implementing responsible, science-based policies that ensure product safety while allowing adult consumers access to less harmful nicotine alternatives,” said Khan. Bihani concurred that “reasonable measures depend on the balance between public health goals, harm reduction potential and [consumers’] individual freedoms, with policies being based on scientific evidence.” He pointed out that data from Sweden clearly indicates that incorporating the use of safer nicotine alternatives such as pouches in local tobacco control strategies is the most effective way for reducing local smoking rates.
Bans could foster black markets
The specter of black markets emerging in countries that instate prohibition-like measures, and where unregulated and potentially dangerous products are being made available to consumers, also was raised by the two respondents.
“A reasonable regulatory approach should focus on safety, transparency, and consumer protection while allowing access to adult smokers who want harm reduction options,” said Khan. He listed as key measures aspects such as clear product labeling, strict age verification processes, and responsible marketing guidelines that prevent youth access while allowing adult consumers to make informed choices. Additionally, regulators should establish standardized quality and safety protocols to ensure that only reputable products make it to market, he said.
On the other hand, Khan deemed banning flavors “an unnecessary and counterproductive measure.” Adult consumers, he elaborated, prefer a variety of flavors and restricting them could push users back to more harmful products, such as cigarettes. Meanwhile, Bihani opined that although protecting youths from nicotine addiction undeniably was an important goal, banning flavors in nicotine pouches may not be the most effective or balanced solution to achieve that.
Is the industry to blame, too?
But… are some unscrupulous manufacturers perhaps also to blame for triggering the harsh responses of regulators? Khan admitted that this unfortunately was the case. “Some manufacturers have introduced dangerously high nicotine levels, poorly labeled products, and aggressive marketing tactics that do not align with responsible industry practices,” he said. And it was these rogue “black sheep” that created a negative perception of the entire product category, making it more difficult for more responsible brand owners to operate within reasonable regulations. “The industry as a whole must commit to responsible innovation and self-regulation to maintain credibility,” demanded Khan.
And when Tobacco Asia posed the very same question to Bihani, he said: “You’re raising a critical point about the role of certain manufacturers which raises serious concerns about product safety, corporate responsibility, and the potential for triggering harsh regulatory responses.” Such practices, he said, created a public health crisis and generated legitimate concerns among regulators and the public alike. “Manufacturers have a fundamental responsibility to ensure the safety of their brands. It is very important that there is a standard set of regulations concerning the allowed nicotine content of these products. Without these standards, incidents of harm caused by such products erode consumer trust in nicotine pouches as a whole, undermining their potential as a harm reduction tool for smokers.”
A road potentially littered with rocks
If broad restrictions are imposed, Khan’s Clew brand along with countless other pouch product lines would face significant challenges in terms of market expansion and consumer access, he said. “However, we are committed to working closely with regulators to demonstrate the benefits of our products and ensure compliance with evolving laws.” The brand’s main markets at the moment include the United States, the UK, Middle East, Africa, and select territories in the Far East and Central America. But despite worries rattling the industry, Khan stated that his company continues to drive “an aggressive global expansion strategy, and we are looking for partners everywhere around the world.”
Bihani likewise sees the road ahead littered with rocks for his own brand, Mynt. Nevertheless, “by embracing innovation, sustainability, compliance and adopting a proactive and responsible approach, Mynt can position itself for success in this evolving situation.” After all, he said, Mynt catered to diverse consumer preferences with its distinct lines, the nicotine-containing base product Mynt Zero and the nicotine-free lines Mynt Power. Although strict nicotine pouch regulations may present short-term challenges and potential negative impacts, they ultimately also will foster his brand line’s long-term expansion, he insisted. “A regulated market reduces risks like consumer backlash and legal issues, enabling Mynt to focus on innovation and sustainable growth, securing a stronger market position.”
Yet Bihani also cautioned that governments should abandon their “one-size-fits-all tobacco policies” and acknowledge nicotine pouches as a potential component of harm reduction strategies, and not simply judge them a problem. “The future of nicotine pouch regulation hinges on a delicate equilibrium: safeguarding public health, especially among youths, while offering adult smokers access to potentially less harmful alternatives.” Waqas Khan likewise believes that nicotine pouches are a vital part of the future of harm reduction.
“With responsible regulation and continued innovation, they can play a significant role in reducing smoking rates worldwide.” In his opinion, he thinks it crucial that industry stakeholders, regulators, and public health experts work together to create a framework that ensures both consumer safety and product accessibility.
Facts and Figures: EU
Nicotine pouches should not be confused with traditional snus, which is enormously popular in Sweden but banned elsewhere in the European Union. Because the product segment only has been around for about a decade old, nicotine pouches’ long-term health effects are not yet clearly established. As of 2021, nicotine pouches were used by just 0.3% of European adults, according to the Euronews Health portal. But that level could well triple by 2025, according to a European Parliament report. There has been a “huge boom in use across the EU,” Nico Latteur, a policy officer focused on cancer prevention at the Association of European Cancer Leagues, told Euronews Health. Eastern Europe and the Nordic countries are the largest markets in Europe, the report said, with 12 % of youths aged 15-24 in Denmark using nicotine pouches. The products aren’t yet subject to the EU’s tobacco rules, so regulation – covering nicotine limits, advertising, and whether they should be marketed and sold at all – lies with individual EU member states at this point. According to a survey published in 2024, many EU countries are awaiting guidance from the European Commission, yet a few members have already taken their own steps.
EU Member/Overview
- Austria: In early 2025, Austria’s health ministry proposed several restrictions on nicotine pouches to treat them more like cigarettes, such as strict advertising rules and health warnings on packaging. While several parts of the country already limit sales to minors, the new proposal would extend the ban nationwide.
- Belgium: Nicotine pouch sales have been banned since 2023 as part of a broader plan to achieve a “smoke-free generation.” However, an investigation by “The Brussels Times” in 2024 found that pouches are still widely available in local shops and online.
- Czech Republic: Since 2023, under-18shave been banned from buying nicotine pouches. The government also set nicotine limits at 10 milligrams per bag, equivalent to about three cigarettes.
- Denmark: Danish parliament recently approved a multi-year plan to curb nicotine and alcohol use among young people, including several rules that will affect nicotine pouches. Effective from April 2026, nicotine pouches cannot taste or smell like anything other than tobacco or menthol, while the health ministry can also set a limit on nicotine levels in pouches.
- Finland: In October 2024, Finland passed a new law to categorize nicotine pouches as tobacco products and restrict most flavors – but then swiftly rolled it back after it was revealed that industry players may have helped decide which flavors should still be allowed. That list included menthol, mint, tea, rosemary, ginger, and wood. Lawmakers have since agreed to enact a ban on all flavors except for mint and menthol. But more action could be on the way as part of the country’s plans to eliminate the use of all nicotine products by 2030.
- France: Nicotine pouches have been banned since February 2025, regulators citing as a reason concerns over their appeal to young people and similarities to snus (which likewise is banned in France).
- Germany: Germany classifies nicotine pouches as food rather than tobacco products, a fact that in the past has been used by regulators to get some products off the market due to their nicotine content. However, consumers still can order pouches online. Tobacco companies have expressed hopes the new German government will legalize their sale in retail shops.
- Hungary: In 2024, Hungary required health warnings and limited nicotine concentration to 17 milligrams per gram for all “nicotine-containing smoking substitutes,” though it did not specifically call out nicotine pouches.
- Luxembourg: In 2024, the country banned sales of nicotine pouches to minors, forbade advertising, and introduced new taxes on them. Lawmakers have also reportedly considered restricting the flavors and nicotine levels that can be sold.
- Netherlands: Nicotine pouch sales have been banned since January 2025. But even before that, stores rarely carried them because the pouches could be sold only with very low nicotine levels, prompting people to turn to illegal online shops, where products with higher nicotine content could be obtained.
- Poland: While nicotine pouches are legal in Poland, public health minister Izabela Leszczyna in 2025 said said that pouches use synthetic nicotine would be banned. The country is currently preparing a broader overhaul to its tobacco policies that could well include such a ban.
- Spain: Nicotine pouches are restricted to a maximum nicotine content 0.9 mg per unit.