With seizures of illegal nicotine pouches rising by over 1000% in some parts of the UK, experts are urging consumers to understand how to spot the fakes before buying.
Adult use of nicotine pouches doubled between 2020 and 2024. But with that growth comes a similar rise: that of dangerous counterfeits.
Markus Lindblad, Head of Legal and External Affairs at Northerner, has shared their top tips to help consumers spot counterfeit pouches:
“1. Price: Price too good to be true? Then it probably is. Most nicotine pouches retail for around £4 per can; anything cheaper than that is potentially suspicious.
“2. Packaging Quality: Another giveaway is poor packaging quality. Keep an eye out for flimsy materials, badly printed designs, missing seals, dull colours and strange fonts.
“3. Labelling: Nicotine pouches are required by UK law to communicate clearly in English: correct dosage details, associated risks, usage advice and traceability information, e.g., batch and serial numbers, production dates, barcodes, and manufacturer addresses.
“4. Unknown Manufacturer: Transparency is key. You should always be able to find brand information online, including where they make their nicotine pouches and where the company is based. A lack of online brand presence or sparse company information is a red flag.
“5. Sensory Clues: Use your senses to detect anything suspicious. While not always definitive, changes in smell, taste, or pouch texture may suggest poor manufacturing quality. Look out for the following: a bland or indistinct aroma, a dry pouch, and a weak or overwhelming nicotine release.
“6. Use Trusted Retailers: Reputable UK vendors will have an online age verification process, clear contact information, a secure checkout, and transparent privacy and terms policies. They’ll also have customer review pages for real opinions.”
“As nicotine pouch use continues to grow in the UK, so too does the risk of counterfeits, explains Markus. By understanding the warning signs, such as poor packaging or suspicious pricing, consumers can avoid low-quality imitations. Whether it’s fake VELO or Nordic Spirit, unregulated pouches can be dangerous. They may contain wildly inaccurate nicotine strengths, unregulated ingredients, and substances that can irritate gums or cause other health issues. That’s why it’s so important to buy from trusted retailers and check for labelling, batch numbers, and QR codes to ensure safety and quality.
“If you ever suspect a pouch is fake, stop using it immediately and seek medical advice if any unusual symptoms occur. Contact the manufacturer with the batch number and photos, reach out to the retailer for investigation, and report counterfeit products to the Citizens Advice Consumer Service.”
Visit Northerner for further information on how to spot fake nicotine pouches.
