Hidden Danger: Nicotine Pouches Masquerade as Treats in Malta
The rise of nicotine pouch addiction among Maltese teens has become a growing concern, contrasting sharply with the country’s Mediterranean values of health and well-being. Packaged with enticing flavors and marketed as a “cleaner” alternative to smoking, these products have become alarmingly popular, with some delivering up to ten times the nicotine of a cigarette. Parents and communities are grappling with the physical and mental health effects on young people, including gum damage, anxiety, and depression. While new legislation aims to ban sales to minors and restrict advertising, many fear it may be too late for those already addicted. In response, Maltese families and the food industry are turning to nutrition as part of recovery efforts. A balanced diet rich in vitamins and antioxidants is being promoted to counteract nicotine’s effects, while local restaurants are encouraging healthier choices and hosting wellness initiatives. Shared family meals are also being highlighted as a way to support teens emotionally and foster open communication. As Malta moves forward with regulatory and community-led solutions, the
Nicotine Addiction Among Teens: A Growing Concern for Parents and Communities in Malta
In Malta, where the Mediterranean lifestyle promotes fresh, wholesome meals and outdoor living, the rise of nicotine pouch addiction among teenagers presents a stark contrast to the ideals of health and well-being we hold dear. As parents worry about their children’s physical and mental health, the recent government crackdown on the sale of nicotine pouches to under-18s has brought a sigh of relief—but the battle is far from over.
Packaged to look more like trendy snacks than harmful products, nicotine pouches—often likened to the Swedish tobacco product known as snus—have infiltrated the lives of Maltese teens. Sold in bright, colourful tins with enticing flavours such as Candy Ice Cream Cherry, Banana Chilli, and Bubble Gum, these pouches are easily mistaken for harmless treats. But they are far from benign. Some can deliver up to ten times the nicotine of a cigarette, with prices as low as €4 per tin. The accessibility and branding make them particularly appealing to young people, creating an addiction that many parents struggle to address.
Nicotine pouches are marketed as a “cleaner” alternative to smoking or vaping, but their health impact is undeniable. Gary Lineker, the well-known sports presenter, shared his harrowing experience after trying a high-strength pouch, describing hours of intense sweating, dizziness, and vomiting. For teens experimenting with these products, the consequences can be just as severe. Many are using them in school or even sleeping with them in their mouths, leading to significant dental and gum damage. Nicotine reduces blood flow to gum tissue, increasing the risk of gum lesions, mouth sores, and even oral cancers. Despite these risks, the fruity flavours and sleek packaging have turned nicotine pouches into a fashionable trend among Malta's youth.
A recent study found that 43% of 11- to 17-year-olds in 2024 were familiar with nicotine pouches, a sharp rise from the previous year. Parents across Malta are noticing the telltale signs: the small bulge under their child’s upper lip or discarded sachets in bedrooms. For some, the realization that their children are addicted to nicotine is overwhelming. One mother shared how her son, hooked on vaping at 16, transitioned to nicotine pouches as a “better” alternative. Now 18, he struggles to kick the habit, as do many of his peers.
The Tobacco and Vapes Bill, currently under review in Parliament, aims to address these concerns by banning sales of nicotine pouches to minors, regulating their nicotine levels, and restricting advertising and branding. Retailers caught selling to under-18s will face hefty fines, and the enticing fruity flavours that lure children into addiction will be prohibited. While these measures are welcomed, many parents fear it may be too late for older teens already trapped in the cycle of addiction.
In Malta, where the joy of good food and shared meals is integral to our culture, the rise of nicotine addiction among young people feels especially disheartening. Food plays a vital role in nurturing health and happiness, and many parents are now turning to dietary changes to support their children’s recovery. A balanced diet rich in vitamins and antioxidants can help counteract some of the damage caused by nicotine, improving gum health and boosting overall well-being. Including foods like spinach, oranges, and nuts, which promote blood flow and reduce inflammation, can be part of a holistic approach to healing.
Restaurants and cafés in Malta are also stepping up to encourage healthier choices among youth. From serving nutrient-dense meals to promoting wellness-focused menus, the food and hospitality industry has a unique role in fostering a culture of health. Local eateries can consider hosting workshops or discussions for parents and teens about the importance of nutrition in combating addiction and supporting mental health.
The link between nicotine addiction and mental health is another pressing concern. Nicotine disrupts brain development in young people, increasing the risk of anxiety and depression. For parents in Malta, addressing this issue goes beyond simply banning harmful products—it requires supporting their children’s emotional well-being and encouraging healthier habits. Shared family meals, a cornerstone of Maltese culture, can offer a space for open communication and connection, helping teens feel supported as they navigate the challenges of addiction.
As the regulation of nicotine pouches moves forward, Malta has an opportunity to prioritize the health and happiness of its younger generation. By combining legislative action with community-led initiatives, we can create a future where fresh food, active living, and meaningful relationships take precedence over harmful habits. For parents, educators, and health advocates, the lesson is clear: prevention starts with awareness, and recovery begins with support. Malta’s vibrant food scene and emphasis on well-being can serve as powerful tools in this collective effort to protect our children and nurture a healthier tomorrow.