Parents Group MAV Calls for Ban on Nicotine Pouches

The group has warned that these discreet, flavoured products pose a “new-age gateway threat” to adolescents, similar to the now-banned e-cigarettes and vapes. Nicotine pouches, often colourless and odourless, are placed between the lip and gum and can deliver up to 50 mg of nicotine per pouch — the equivalent of eight cigarettes — making them difficult to detect and highly addictive.

In its representations, MAV has said that multinational tobacco companies are leveraging licensed pharmaceutical firms to bypass existing tobacco control laws and introduce nicotine pouches into the Indian market. The group cited ongoing drug license applications by many companies which are reportedly backed by global tobacco interests.

“These products are not harmless alternatives. They are a calculated attempt to hook a new generation of youth on nicotine under the guise of innovation,” said Dr. Bhavna Barmi, psychologist and MAV member. She added that appealing flavours such as mint, fruit, and bubble gum, combined with modern packaging, are deliberately designed to attract teenagers.

Health professionals echoed the alarm. “Nicotine, even in so-called smokeless or tobacco-free forms, is a potent and harmful chemical, especially for developing brains,” said Dr. Rajesh Gupta, Director of Pulmonology at Fortis Hospital. He highlighted health risks including increased heart rate, high blood pressure, mood disorders, and long-term cognitive impacts.

MAV also flagged the global strategies allegedly employed by big tobacco companies to manipulate public health policy, citing examples such as Japan, where industry-backed research was used to influence tax laws favourable to heat-not-burn products. A white paper released earlier by MAV named alleged consultancy firms which were paid by tobacco companies to fund academic studies that downplayed the harms of alternative nicotine products.

The group has submitted a three-pronged request to the government:

1. Investigate pharmaceutical firms applying to market nicotine pouches and identify any links to tobacco companies.

2. Ban all nicotine pouches and gums, especially flavoured variants marketed to youth.

3. Launch a public awareness campaign to educate families and young people about the risks of nicotine addiction through these emerging products.

MAV argues that while currently India allows the over-the-counter sale of nicotine gums with up to 2 mg of nicotine, under Schedule K of the Drugs Rules, 1945, this is problematic. According to MAV, this regulatory gap is being exploited to introduce higher-dose and flavoured nicotine pouches without oversight.

Globally, the World Health Organization (WHO) has recommended banning flavoured tobacco and nicotine products, citing their potential for sustaining addiction. Many countries have already prohibited their sale.

With India already facing the public health challenge of tobacco addiction, Mothers Against Vaping is calling for urgent government intervention to stop what it views as a new front in the battle for children’s health.