How to Spot Fake Nicotine Pouches

Key Takeaways:

• Fake nicotine pouches lack proper regulation and pose health risks using poor quality or improper ingredients.

• Counterfeit pouches can be identified by poor packaging, strange taste, or incorrect branding.

• Buying from trusted retailers and official websites helps ensure authenticity.

Introduction: The Rise of Tobacco-Free Alternatives

Vaping first took off in the UK in 2012 and since then more and more tobacco users have been switching to safer nicotine alternatives. Nicotine pouches have emerged as a leading tobacco-free option, prized for their discreet nature and low cost, their popularity in the UK has skyrocketed in recent years.

Initially limited to brands like Zyn, Nordic Spirit, and Velo, the nicotine pouch market is now flooded with new options appearing regularly. This is great for you as a consumer, as it means that you have more flavour and nicotine options, and it keeps the market highly competitive, driving costs down and improving quality, but there is also a risk. There is a black market for everything and nicotine pouches are no different.

Cheaply made fake nicotine pouches have infiltrated the UK market offering low cost options or straight up copying popular brands. In 2024 over 23,000 illicit nicotine pouches were seized with a value of £90,850. You may be tempted by cheaper options, but you need to be aware of the potential dangers you’re exposing yourself to when you buy fake nicotine pouches. In this Alternix Guide, we’ll explain why nicotine pouch authenticity matters, highlight the dangers of poorly made nicotine pouches and show you what to look out for when you shop so that you know you’re getting the real thing.

What Are Nicotine Pouches?

Nicotine pouches are small sachets that contain organic fillers, nicotine and flavourings. A pouch is tucked under your lip where it gradually releases nicotine for up to 45 minutes. The most popular flavours are the fruit and mint variety, but there are also coffee options, sodas, and even ones mixed with chili.

There is a wide selection of nicotine strengths available, providing a uniquely customised experience that caters to all types of cravings. More importantly, white nicotine pouches contain no tobacco and are completely free of all the harmful cancer causing chemicals associated with tobacco products. Nicotine pouches are not to be confused with snus, the popular Swedish tobacco pouch.

Regulated nicotine pouches provide you with a safer way to consume nicotine without exposing yourself to the risks of tobacco use or the hassle of owning and maintaining a vape kit. Additionally, they are not classed as a tobacco product and, therefore, are not limited by the same regulations that smoking and vaping are. This means that you can use them with confidence in public areas including office environments, indoor venues and public transportation.

What are the benefits?

• No carcinogenic tobacco chemicals

• Won’t stain your teeth

• Lung friendly

• No smell

• Simple to use

• Discreet

• Cost effective

• Environmentally friendly

Nicotine Pouch UK Safety Regulations

In the UK, nicotine pouches are regulated under The General Product Safety Regulations 2005 (GPSR) (1). They are treated as a consumer product instead of a food or medicine, but manufacturers must still follow food-standard guidelines for purity and quality control when using flavourings and additives. In broad terms this means that nicotine pouches must be:

• Manufactured in safe and hygienic conditions.

• Must be tested for quality control.

• Steps must be taken to prevent defective products.

• Provide clear warnings, labelling and dosage guidelines.

This is an important distinction because black market manufacturers will be motivated purely by profit and will use the cheapest and not always safest way to make their product. Remember, you are putting these things in your mouth and keeping them there for at least half an hour. It warrants you spending the time and money to ensure that you are using a high quality product.

Fake nicotine pouches pose a number of risks:

• 🦠 Unsterile manufacturing environments risk exposing you to bacteria and harmful contaminants.

• ❌ Poor quality ingredients, risks can range from an inferior flavour experience to actual harm.

• ⚠️Potentially harmful cheaper alternatives used, which may not be suitable for ingestion and could cause harm.

• 💀Inconsistent nicotine dosages, often far exceeding the recommended maximum safe amount.

Are Fake Nicotine Pouches Common?

As with many popular innovations, there will always be someone eager to cash in on the success with a cheaper imitation product. There are fake versions of nearly every product made from shoes to cigarettes and nicotine pouches are no different. As with any consumable the risk is increased when imitation products use cheaper or alternative ingredients with little to no adherence to safety measures and very little care for the person consuming the end product. Many of these spurious products are manufactured in China, the same place the authentic ones come from, so they can bear striking resemblance to the originals, making it important to know what to look out for.

What are the risks?

The main concern is the nicotine strength, a recent raid by Trading Standards seized illicit pouches containing nicotine in excess of 150mg - three times the maximum legal amount. It has been reported that people who tried these imitation pouches experienced pain and bleeding gums as a result of the extremely high nicotine strength.(2)

How to Spot Fake Nicotine Pouches

Nicotine pouches are excellent value for money, averaging at about £4 for a tub of 20. This is a fraction of the price of smoking and over 15% cheaper than vaping. However, anything below-market prices or featuring unrealistic discounts should be treated with suspicion as it is likely they are cheap because they’re poorly made with inferior quality ingredients. It costs money to set up a sterile environment required to manufacture nicotine pouches safely, this costs money and is reflected in the price of the pouches.

Black market nicotine pouches sold cheaply will have very little effort spent on the packaging and labelling. Poorly printed designs, flimsy materials, or damaged seals are all signs that you may be buying from a fake trader.

Look out for inconsistencies in branding, spelling mistakes and missing information (3). Even though nicotine pouches fall outside tobacco and medicine regulations, manufacturers still need to show the following:

• Communicate all potential risks - this should include potential side effects, addiction warnings and, advice for avoiding use while pregnant, restrictions on underage use and environmental pollution, all written clearly in English.

• Measures taken to lessen risks - such as not swallowing pouches, washing hands after use and and not eating, drinking or smoking when using them.

• Traceability information - Batch numbers and production dates, serial numbers and barcodes, manufacturer address.

• QR Codes - Some nicotine pouch brands have QR codes on the back that will take you to their website where you can find more information about the brand and product. This is not always the case and

If you’re unable to find out exactly where the nicotine pouches are made and where the brand is based, then this could be a sign that something is not right. Basic company transparency like this is standard for product packaging and businesses should be traceable online. If you can’t find origin information then it's likely that the manufacturer is trying to hide something and these types of products are best avoided, as it could be a sign that they are hiding other aspects of the products' make up.

The Dangers of Fake Nicotine Pouches

Nicotine pouches may seem very straightforward in design and application, but they are composed of an array of ingredients and additives used to provide you with a comfortable and flavourful nicotine experience. From nicotine quality to pH adjusters, sweeteners and flavourings, you want the best quality ingredients blended to exact ratios by people who know what they’re doing.

Low-Quality or Unknown Ingredients

Even though nicotine pouches are not regulated as foods, tobacco or medicine, manufacturers still have a duty of care under the GPSR to ensure that their individual ingredients meet the quality and safety standards for consumption. The risks of poor quality ingredients can range from an underwhelming user experience, where the flavour is impaired to something that can cause you actual harm. Fake pouch makers often use cheap substitutes, unsafe or unsuitable by UK standards.

Inconsistent Nicotine Strengths

Overly high doses of nicotine could leave you feeling unwell. Fake nicotine pouches are not made to the same exacting standards and will often feature nicotine strengths that vary from not enough to uncomfortably high. If your aim is to quit smoking or vaping then you want a product that delivers a nicotine supply you can rely on.

pH Balance and Oral Health Risks

pH stabilisers like sodium bi-carbonate or magnesium carbonate are used to ensure that the nicotine pouch works in harmony with your mouth's natural pH. To get the balance right requires not only the correct ingredients but also knowledge of how to mix them correctly, as well as stringent testing to ensure the correct ratio has been achieved. You’re not going to get any of that with a cheap imitation pouch brand and instead, you’ll risk causing actual harm to your mouth through irritation of the gum lining.

Harmful Fillers and Contaminants

Good quality nicotine pouches are packed with organic filler such as plant fibres, cellulose granules, starches or organic silica. Filler holds the nicotine and other ingredients and is used to give the pouch its shape and texture. Counterfeit pouches can potentially hold poor quality fillers which may be toxic and provide an uncomfortable experience.

Poor-Quality Flavourings

Flavour is one of the most important aspects of your experience. Poor quality ingredients will result in a synthetic tasting experience that is either very unpleasant or bland and short-lived. Although nicotine pouch flavourings are all artificial, they require good quality ingredients to ensure that they last for the duration of the experience, which is usually around 30-40 minutes.

Comparison Chart

How to Verify Nicotine Pouch Authenticity

• Code Verification - official verification methods from manufacturers may include QR code scanning. For instance, ZYN allows its customers to participate in a ZYN rewards program by entering codes found on their cans.

• Online Age Verification - Buying online is the best way to ensure that you are getting the real deal. All reputable brands and retailers will implement an age verification process to ensure that their products are only sold to adults.

• Batch Numbers - If you’re still not sure, you can contact the manufacturer and ask them to verify the batch numbers on your product. They’ll quickly be able to confirm authenticity.

Where to Buy Authentic Nicotine Pouches Online

Trusted retailers and official brand websites are the best place to buy nicotine pouches with confidence. Look out for the following to ensure that you’re shopping from a legitimate site:

URL Security: Ensure site uses HTTPS in the address bar.

Design Quality: If a website looks poorly put together then it could be a red flag

Contact Information: Reputable brands and retailers will be transparent about who they are and how to get in touch with them.

Privacy and Terms Policies: Look for clear terms of service and other legal notices that signal a genuine site.

Trustpilot: Customer reviews of the site will give you a clear picture of the quality and services rendered.

How to Use Nicotine Pouches Safely

Proper use of nicotine pouches will ensure that you have an enjoyable experience minimise your risk of any unwanted nicotine side effects.

• Use a low strength if you are just starting out and slowly work your way up if necessary.

• Don’t use more than one nicotine product at the same time. If you vape as well, keep the vape for outdoors and the nicotine pouch for indoor use.

• If a nicotine pouch begins to burn your mouth then discontinue and drop down to a lower strength.

• Don’t use more than one pouch at once and don’t chew or swallow your pouches. Overuse can lead to nicotine poisoning.

• Only use a nicotine pouch when you feel a craving. Using them continuously can make you feel unwell.

• Store your nicotine pouches away from direct sunlight and keep the tub sealed.

Trusted Nicotine Pouch Brands

When you are starting out look for the most popular nicotine brands. We’ve listed the 5 Best Nicotine Pouch Brands in the UK as well as the best nicotine brands ranked by strength. These blogs will help you get familiar with the best quality nicotine pouch brands and what they have to offer in terms of flavour and nicotine strength options.

Conclusion

It makes no sense to quit smoking only to use cheap imitation nicotine pouches and expose yourself to a whole host of new potential risks, all for the saving of a couple of pounds. High quality authentic nicotine pouches are extremely cost effective when compared to tobacco or even vaping, and buying them online from a trusted retailer will ensure that you have the safest possible experience. Shop authentic nicotine pouches online from trusted retailers like Alternix, ensuring safety, authenticity, and savings of up to 20% with bulk-buy deals.

If you would like to explore nicotine pouches in greater detail, take a look at our Ultimate Nicotine Pouch Guide, which has everything you need to know.

Sources

1. gov.co.uk - General Product Safety Regulations 2005: Great Britain

2. bbc.co.uk - 'Alarming' rise in strong illicit nicotine pouches

3. cot.food.gov.uk - Statement on the bioavailability of nicotine from the use of oral nicotine pouches and assessment of the potential toxicological risk to users