While parents remain convinced that the situation is under control, the tobacco industry is systematically luring children and adolescents into nicotine use. The marketing of nicotine snus (pouches) is designed to attract minors with its bright packaging, while making the act of using it completely unnoticeable to teachers and adults.
Trap #1: Bright and Pervasive Advertising
Nicotine pouches in colorful jars are placed in checkout areas at children’s eye level, promoted through popular youth bloggers on social media, and integrated into mass events. Public transportation stops and promotional booths at festivals become venues where this chemical product is deliberately positioned as a stylish accessory for today’s youth.
The impact of this advertising is striking: in 2025, 21% of the population and nearly 48% of young people reported seeing ads for nicotine pouches—a 51.5% increase compared to the previous year.
Trap #2: “Invisible” Addiction
Manufacturers present the absence of tobacco smoke and a distinctive odor as a key advantage: the pouch can be discreetly kept under the lip anywhere—in class, on public transportation, or at home.
However, behind this illusory sense of safety lies a direct threat: the nicotine content in a single pouch can exceed the dose in a cigarette by 20 to 100 times, causing immediate intoxication and the development of severe physiological dependence.
Legal Vacuum and the Scale of the Problem
The situation is exacerbated by the complete absence of legal age restrictions on the sale of such products in Ukraine. Teenagers can freely purchase snus at retail chains, order it online for home delivery, or receive it for free from promoters “as a sample.”
According to WHO estimates, 7% of Ukrainian adolescents aged 13–15 have already tried nicotine snus, and 3% use it on a regular basis. Among the adult population, this figure is only 0.3%. This tenfold difference is direct evidence of targeted marketing specifically aimed at minors.
The Path to Solving the Problem
The adoption of Bill No. 14110-d can put an end to this cynical exploitation of children’s health. The bill provides for a direct ban on the sale of nicotine snus to minors, strict restrictions on advertising, the establishment of a maximum nicotine content limit per serving, and the mandatory inclusion of large health warnings on packaging.
The Verkhovna Rada must immediately adopt effective restrictions and protect children’s right to a healthy future.