In Portugal, a discreet and smokeless nicotine product is quietly gaining traction, even as the country lacks a comprehensive legal framework for its sale and advertising. Nicotine pouches, placed between the gum and lip, release nicotine without combustion, distinguishing them from traditional cigarettes and fueling a debate among industry, regulators, and public health experts.
For months, these pouches were sold in tobacconists and kiosks in a legal gray area. That began to change this year when Portugal added them to the list of tobacco and nicotine products subject to excise duty. Against this backdrop, Tabaqueira, a subsidiary of Philip Morris International, officially launched nicotine pouches on the Portuguese market.
“These products were available on the Portuguese market, but unregulated. From the start of this year in Portugal a tax regime was introduced for these products; they are now subject to excise duty. Before the start of this year, any product on the market was in a legal limbo. That is why we did not enter the market until the beginning of this year,” Tabaqueira’s managing director, Marcelo Nico, told Euronews.
Nico, originally from Argentina, frames the launch within a broader strategy to replace conventional tobacco: “Our vision is to create a smoke-free world, where less harmful, smoke-free alternatives replace the traditional cigarette.” He describes the pouches as “a product aimed at adult smokers looking for an alternative.” While acknowledging nicotine’s addictive nature, Nico argues that regulation is essential: “All nicotine products have to be regulated, because nicotine is addictive. The key is to have regulation that allows these products to be sold to adult smokers, but also ensures that minors have no access to them.”
Marketing, Flavours, and Youth Appeal
With flavours such as mint, red berries, and mango, nicotine pouches raise alarms among experts, particularly due to their potential appeal to younger people and non-smokers. Sofia Belo Ravara, a pulmonologist at the Cova da Beira Local Health Unit and professor of Preventive Medicine at the University of Beira Interior, warns about aggressive marketing and the absence of early regulation.
“These products were introduced with extremely aggressive marketing, with eye-catching packaging and a strong presence on social media. All of this contributed to an increase in consumption, especially among young people,” she says. Ravara stresses that flavours play a central role in dependence and believes only a ban can curb consumption. “Flavours make the experience more pleasant, increase nicotine absorption and intensify dependence. That is one of the reasons why young people are attracted to these products,” she explains.
She also points out that this form of consumption does not eliminate risks: “Nicotine is rapidly absorbed through the oral mucosa and also continuously via saliva, which leads to constant levels in the body, increasing its addictive potential.” Currently, each pouch in Portugal may contain up to 12 mg of nicotine, while a cigarette contains approximately 8 mg, but only about 1 mg is absorbed when smoking.
“The effects on the brain are perhaps the most worrying, especially because the people who are going to use these products are mainly children and adolescents and also young adults. Nicotine harms brain development, interferes with cognitive abilities and triggers changes in behaviour. It interferes with memory, attention and impulse control, and also increases the risk of anxiety and depression,” Ravara warns. She emphasizes that the debate should not focus solely on comparisons with cigarettes. “The question is not whether they are less dangerous than tobacco, but whether they are safe, and they are not. They are toxic and highly addictive products.”
This trend mirrors broader concerns across Europe, as seen in a recent study on younger Britons showing worsening health compared to previous generations, highlighting the need for proactive public health measures.
The Danish Precedent: Rapid Growth and Delayed Response
Experience in other European countries shows how quickly this market can expand and how difficult it is to rein in. Danish doctor Charlotta Pisinger draws a parallel with Denmark’s experience. “In Denmark, nicotine pouches started being marketed around 2018–2019, at a time when there was no specific legislation. They were everywhere, especially on social media and at festivals, and were often handed out for free,” she explains.
The result was a sharp rise in consumption among young people: “Within just a few years they became very popular. In 2025, around 14% of young people in Denmark aged between 15 and 29 were using nicotine pouches.” According to Pisinger, the regulatory response came late. “By the time we managed to introduce stricter rules, the products were already widespread. It is much harder to control once dependence has taken hold.” Denmark has since adopted measures such as limiting flavours, plain packaging, advertising restrictions, and capping nicotine content at 9 mg per pouch, with tins limited to 20 units. Yet challenges remain.
As Portugal navigates its own regulatory path, the Danish case serves as a cautionary tale. The World Health Organization has warned that nicotine pouches may be addictive and harm brain development, adding urgency to the debate. Meanwhile, broader shifts in youth attitudes, such as young French women redefining priorities, underscore the importance of understanding evolving social dynamics in public health policy.
