Griffith University's Blurred Minds Academy have released an evidence-informed module to address the dangers of a new addictive and illegal product being marketed to young people.
Nicotine pouches started appearing in Australia soon after vapes were banned, and were quickly positioned online as distinct from vapes and cigarettes, with some social media users touting the pouches as the 'vape killer'.
Placed between the user's gum and lip, the nicotine pouches release a fast-acting synthetic nicotine into the bloodstream.
Research Fellow at Social Marketing at Griffith Dr James Durl said the products are marketed with bright colours and 'fun' flavours to fool young people into thinking the product is harmless.
"Nicotine pouches are highly addictive and unpredictable," Dr Durl said.
"Product marketing online is awash with false messaging, and it is so important young people are exposed to the reality.
"Every few years, tobacco companies try to make new nicotine products look harmless and safe, using the same or similar tactics previously used to sell other products such as vapes and cigarettes.
"Unfortunately, nicotine pouches are falsely marketed as a safe way to quit vaping or cigarettes, but in reality they are small white packets loaded with chemicals, artificial flavours and nicotine.
"These same companies sold vapes as an aid to quit cigarettes and are now pushing nicotine pouches to quit vapes."
Delivering the most up-to-date evidence on nicotine pouches, the Blurred Minds Academy team have debunked many false claims, and provided the following facts to help young people make informed decisions:
- Influencers marketing the product to young audiences have made unfounded claims the product is a 'study aid' or 'increases your workout'
- The claim nicotine pouches are 'Tobacco-free' does not mean the product is safe for consumption and the assertion is a sneaky way around tobacco warning label laws
- Nicotine pouches are banned federally, and it is illegal to buy, supply or import them anywhere in Australia
- Nicotine pouches are not approved by the Australian Therapeutic Goods Administration (ATGA) and though the physiological effects are still yet to be discovered, users may experience nausea, vomiting, headaches, burning sensations in the mouth and seizures
- Some claim nicotine pouches are a safer alternative to cigarettes, but they deliver nicotine faster and hit the brain harder, making addiction just as likely
- Product marketing hides the ugly truth about nicotine pouches and does not disclose the product can cause painful mouth sores, bleeding gums, and permanent tooth damage
- Health claims ignore the brutal effects on the heart and as a stimulant, every pouch spikes the user's heart rate and blood pressure and increases the risk of heart attacks and strokes
- Young brains are at risk of exposure because nicotine can permanently damage memory, focus, and learning ability, and changes that may not show up until it's too late.
The Blurred Minds Academy uses gamification to educate and transform student perspectives on vaping, alcohol and drugs, and the program is available to all Queensland state and non-state schools.
