They come in mint, citrus, and coffee. They promise calm, focus, and a social edge. And they’re showing up in teenage backpacks across America.
In May 2025, a new study in JAMA sent shockwaves through public health circles: nicotine pouch use among adolescents had surged more than 300% over the past two years. Most notably, the study found that one in six high school males had used oral nicotine pouches in the past 30 days—most commonly products like Zyn, a popular brand that has become synonymous with the category.
The reaction was swift and viral. Google recorded a 270% increase in “Zyn teen” searches within 72 hours of the study’s release. On TikTok, the hashtag #ZynTok topped 200 million views, featuring videos that range from mock PSA parodies to teenage testimonials about addiction, withdrawal, and peer pressure.
But behind the memes and merchandise lies a sobering reality: America may be sleepwalking into the next youth nicotine epidemic, and the regulatory playbook for vaping may not be enough to contain it.
What Are Nicotine Pouches—and Why Are Teens Using Them?
Nicotine pouches like Zyn, On!, and Velo are tobacco-free oral products designed to deliver a discreet dose of nicotine, usually 3–6 milligrams per pouch, via gum absorption. Marketed as “smoke-free,” “spit-free,” and “socially acceptable,” these pouches are increasingly framed as the next evolution in nicotine use—a cleaner, more modern fix with no vapor cloud or tobacco odor.
That framing has proven deeply appealing to teenagers, especially in post-vape crackdown America, where JUUL and flavored e-cigarette bans have pushed nicotine-curious youth toward less detectable alternatives.
According to the JAMA study, the demographic most at risk includes male adolescents aged 15–18, many of whom perceive nicotine pouches as safer than vaping or smoking. The data also revealed a disturbing trend: almost half of users reported trying pouches before ever using another tobacco product, suggesting that pouches are becoming a gateway rather than an off-ramp.
“This isn’t just displacement—it’s initiation,” said Dr. Leila Armstrong, a pediatric addiction specialist at Stanford. “We’re seeing teens start with pouches, not end with them. That’s a whole new paradigm.”
The Illusion of Harm Reduction
At the core of the nicotine pouch debate is a concept borrowed from vaping: harm reduction. Manufacturers argue that nicotine pouches offer a less dangerous alternative to combustible cigarettes, appealing to adult smokers who are trying to quit.
But the science behind that claim is far from settled.
While nicotine pouches lack the tars and carcinogens found in tobacco smoke, they still deliver pharmacologically active doses of nicotine—a neurotoxin that interferes with adolescent brain development, particularly in regions governing attention, mood, and impulse control (CDC on Nicotine & Teen Brains).
Worse, the absence of tobacco has enabled companies to bypass many FDA tobacco regulations, including flavor restrictions and marketing limitations. Zyn offers flavors like cool mint, cinnamon, citrus, and coffee—palates that clearly appeal to teens, even if the branding skirts direct youth targeting.
“They’ve engineered a product that walks right through every regulatory loophole we failed to close after vaping,” said Matthew Myers, former president of the Campaign for Tobacco-Free Kids. “And the kids are already three steps ahead of the policymakers.”
TikTok, Virality, and the Social Currency of Zyn
Unlike cigarettes or vapes, Zyn has no scent. It fits invisibly under the upper lip. It leaves no residue, no vapor, and—most critically—no social stigma.
In fact, among some teenage subcultures, Zyn has become a badge of social distinction, a “cooler” alternative to vaping, with connotations of masculinity, discipline, and even productivity. TikTok influencers casually discuss “Zynning” during study sessions, workouts, or job interviews, often presenting the habit as a life hack rather than a health risk.
One viral video shows a high schooler whispering, “Two pouches before algebra, zero anxiety,” followed by a flood of comments like “Zyn is elite” and “Zyn got me through AP Chem.”
These portrayals matter. Studies have shown that peer-driven social media content has a greater influence on adolescent behavior than school-based anti-smoking campaigns. And the user-generated content about Zyn is overwhelmingly positive, often blending humor with subtle endorsement.
Despite platform policies prohibiting the promotion of nicotine products to minors, enforcement remains lackluster. On TikTok, the hashtag #ZynChallenge remains searchable, and videos rarely carry warning labels or age gating.
Regulatory Whiplash and the FDA’s Dilemma
As of May 2025, nicotine pouches are regulated by the FDA as a “non-combustible tobacco product”, but they occupy a gray zone. Because they contain synthetic nicotine, many fall outside the scope of older regulatory frameworks. While the 2022 Consolidated Appropriations Act gave the FDA new authority over synthetic nicotine, enforcement remains patchy.
Manufacturers have used these gaps to flood convenience stores, gas stations, and online retailers with flavored pouches—often without requiring age verification.
A bipartisan group in Congress has now proposed the “Youth Nicotine Protection Act”, which would:
- Ban flavored synthetic nicotine pouches
- Require age-restricted online sales
- Mandate clear labeling of nicotine content
- Increase research funding on youth addiction to pouches
The act is supported by the American Academy of Pediatrics, the Truth Initiative, and even former vape advocates who now see the pouch surge as a policy failure.
“The patchwork approach we took with e-cigarettes is not working here,” said Sen. Maggie Hassan (D-NH). “We need a proactive, not reactive, strategy.”
The Public Health Community Responds
Health agencies are beginning to respond, albeit belatedly. The CDC is preparing a new public education campaign targeting oral nicotine use in youth, and the Surgeon General’s office is planning to issue a national advisory on synthetic nicotine products by year’s end.
Meanwhile, local school districts are struggling to adapt. Unlike vape detectors, which were installed in thousands of middle and high schools, there’s no device to detect Zyn, and school policies rarely account for oral nicotine.
Some schools have begun issuing handheld mirror checks and conducting oral inspections, sparking backlash from civil liberties groups who argue that such tactics violate privacy and disproportionately target students of color.
“This is what happens when policy lags behind the product,” said Dr. Nadia Patel, a public health lawyer at Georgetown. “We’re criminalizing a health failure.”
What’s Next: A Generation on the Brink
The stakes are high. Nicotine remains one of the most addictive substances known to science, and adolescent exposure increases the likelihood of lifelong dependence.
If current trends continue, nicotine pouches could become the dominant form of nicotine initiation among teens within five years, reshaping the addiction landscape in ways we don’t yet fully understand.
Ottilia’s story from the CRISPR breakthrough gave us a glimpse into what innovation can achieve when it meets ethical resolve. But the Zyn surge is the mirror image—a case of innovation without guardrails, public excitement without critical literacy.
In the end, the question isn’t just whether we can regulate products like Zyn. It’s whether we’re willing to ask why they became so appealing to teenagers in the first place.
