Nicotine pouches, small and discreet, are gaining ground in Portugal, even before a full legal framework exists for their sale and advertising. Placed between the gum and the lip, they release nicotine without combustion, setting them apart from conventional cigarettes.
Tabaqueira, a subsidiary of Philip Morris International, has officially launched these products in the Portuguese market following the introduction of an excise tax. Marcelo Nico, Tabaqueira's managing director, frames this as part of a broader strategy to create a smoke-free world, targeting adult smokers.
However, public health experts are raising alarm. Dr. Sofia Belo Ravara, a pulmonologist, warns that aggressive marketing and flavors like mint and mango are attracting young people. Nicotine harms brain development, affecting memory, attention, and impulse control, and increases the risk of anxiety and depression.
Denmark provides a cautionary example: nicotine pouches were introduced around 2018-2019 without regulation, quickly becoming popular among youth. By 2025, about 14% of Danes aged 15-29 were using them. Denmark has since imposed limits on flavors and nicotine content, but challenges remain, especially with online sales.
The World Health Organization warns that nicotine pouches should not be considered risk-free and are being aggressively marketed to adolescents. WHO recommends bans on flavors, advertising restrictions, and strict age verification.
In Portugal, the government is drafting a legal framework that may include advertising restrictions, limits on sales points, and a ban on flavors. Experts urge swift action to prevent a public health crisis.