From Harm Reduction to Youth Appeal: A Content Analysis of Nicotine Pouch Marketing by UK Online Retailers.

INTRODUCTION: Nicotine pouches are relatively new on the UK market. Although prevalence remains relatively low overall in the UK, nicotine pouch use is growing rapidly, especially in young men. This study analysed the content of retailer websites selling nicotine pouches in the UK. METHODS: Sixteen UK-based nicotine pouch retailer websites were identified through a structured Google search plus manual search of the most popular brands in the UK in November 2024. A content analysis was performed by reviewing each site for pricing, product features, flavours, age verification, social media, and six predefined themes (i.e., 'Health benefits', 'Cessation claims', 'Environmental advantages', 'Cost savings', 'Other product benefits', and 'Health/Addiction warnings'). RESULTS: Nicotine pouches were widely described as 'affordable' and 'ready to use', with entry-level pricing as low as £1 per can. Most flavour descriptors were classified as 'sweet', particularly fruit flavours. Many retailers offered promotions, such as student discounts. The websites often linked to social media platforms. Most websites emphasised convenience and ease of use and included content about health benefits compared to other nicotine products, particularly cigarettes, and around half linked to smoking cessation. Only half displayed age verification prompts. Most had addiction warnings, but these varied in prominence and clarity. CONCLUSIONS: Retailer websites market nicotine pouches by highlighting affordability, convenience, and sweet flavours. These may appeal both to people who want to quit smoking and younger nicotine-naïve audiences. While these products are likely less harmful for adults who smoke, promotional messaging risks normalising nicotine use among youth.