From TikTok to Online Shops: The Growing Accessibility of Nicotine for Youth
Nicotine products are more visible and accessible to young people than ever.
A quick search for vaping or nicotine pouches on TikTok reveals countless videos of youth sharing their experiences, often in ways that normalize or glamorize use.
Nicotine pouches are small packets placed between the lip and gum that deliver nicotine without tobacco, while vaping devices heat liquid that usually contains nicotine to create an inhalable aerosol. Both are marketed as modern alternatives to smoking, yet they are still addictive and harmful for youth.
At the same time, these products are only a few clicks away through online retailers, many of which sell unregulated products that are not approved for sale in Canada.
In Canada, approved products must undergo a review process that looks at ingredients, nicotine levels, packaging, and labelling, with limits on strength and restrictions on flavours to reduce youth appeal.
Unregulated products skip these safeguards.
For example, many of the nicotine pouches available online contain nicotine levels far beyond Canada’s 4 mg per-pouch limit, with some reaching strengths that can deliver several times the nicotine of a cigarette. The easy availability of these high-nicotine products poses serious risks for youth.
For parents, educators, and communities, this level of visibility and access is deeply concerning.
Online Sales Make Youth Access Easy
The visibility of nicotine on social media is matched by its availability online, and youth can bypass restrictions at brick-and-mortar stores by turning to the internet.
Age checks are often limited to a single click
Debit cards and e-transfers are accepted, so no credit card is needed
Discreet shipping makes deliveries harder for parents to notice
This is not unique to Canada. Truth Initiative, a US nonprofit dedicated to ending youth nicotine use, has reported that young people in the United States face similar risks from weak controls on online sales.
Why Youth Are Drawn In
The 2022 Canadian Tobacco and Nicotine Survey found that 52 per cent of 15–19 year olds who vape or smoke get their products from retail sources, including vape shops, convenience and gas stations, and online stores.
When asked why they vape, youth said:
to reduce stress (30.5 per cent)
curiosity (27 per cent)
Curiosity is fuelled by seeing peers or social media posts that make products appear harmless, while stress often stems from pressures linked to school, friendships, family issues, or mental health challenges. Nicotine is seen as a quick fix, and because these products are marketed as safer than smoking, many teens underestimate the risks.
A cigarette typically delivers 1–2 milligrams of nicotine. By comparison, some unregulated pouches sold online contain up to 50 milligrams each, and many vape devices allow users to inhale far more nicotine than cigarettes. Because these products can be used discreetly, youth may continue using them all day—even during class—which strengthens addiction in ways cigarettes did not.
Rising Nicotine Use in Manitoba
Nationally, the percentage of students in grades 7–12 who vaped in the past 30 days dropped slightly, from 17 per cent in 2021 to 15.5 per cent in 2023–2024. Manitoba shows the opposite trend:
18.4 per cent of students reported vaping in 2023–2024 (up from 16.7 per cent in 2021)
7.2 per cent of students reported vaping daily
There is no Canadian data yet on nicotine pouch use. In the United States, however, the CDC found middle and high school use rose from 1.1 per cent in 2022 to 1.8 per cent in 2024. The number may seem small, but no youth should be using nicotine. With pouch sales rising quickly worldwide, there is concern that youth moving away from vaping may turn to these discreet products.
FAQ: What Parents & Educators Need to Know
What is vaping?
Vaping uses a device that heats a liquid, usually containing nicotine, to create an aerosol that is inhaled. Devices can look like pens, USB sticks, or small pods, making them easy to conceal.
What are the health effects of vaping?
Vaping exposes users to fewer of the chemicals found in cigarettes, yet it still delivers nicotine, which harms the developing brain and leads to addiction. Youth who vape can also experience lung irritation, coughing, and a higher risk of nicotine dependence. The long-term health impacts remain unclear, as vaping has not existed long enough for decades-long studies.
How are vaping products regulated in Canada?
Vaping products with nicotine can be sold to adults, but sales to minors are banned. Provinces set additional rules on flavours, packaging, and where products can be sold.
What are nicotine pouches?
Nicotine pouches are small, white packets that sit between the lip and gum. They do not contain tobacco leaf, but they do contain nicotine. Legal pouches in Canada come in mint flavours, while unregulated ones available online offer fruit and candy flavours.
How are nicotine pouches regulated?
Only one brand—Zonnic—is approved in Canada. Pouches cannot exceed 4 mg of nicotine and must be sold behind the counter in pharmacies. Flavours are limited to reduce youth appeal. Unregulated products sold online often ignore these rules.
What are the health effects of oral nicotine pouches?
Nicotine harms brain development in youth and makes addiction more likely. Early findings suggest oral pouches may also cause gum problems such as recession and inflammation.
One cigarette delivers 1–2 mg of nicotine.
Unregulated pouches sold online can contain up to 50 mg.
Vapes can deliver far higher doses than cigarettes.
Because these products are easy to conceal, youth may use them all day, including at school, which increases dependence and health risks.
What resources exist for parents?
Parents can find guidance in MANTRA’s article on how to talk to youth about vaping. Keeping communication simple, fact-based, and supportive helps young people feel heard and better informed about risks.
What resources exist for schools and educators?
Educators and schools can implement best practices in creating vape-free schools. The Manitoba Lung Association also offers the Lungs are for Life curriculum program, which provides age-appropriate materials on lung health and nicotine risks. Schools are also encouraged to support youth-led initiatives, giving students ownership in shaping healthier environments.
What resources exist for youth?
MANTRA’s Vape-Free Motivation Meter helps youth track their motivation to stay vape-free. It is available online and in print for schools and community groups. Youth can also use the Quash App, created by Physical and Health Education Canada, which offers personalized quit plans and progress tracking. Health Canada’s I Quit for Me guide is another option, providing step-by-step support.
Moving forward
Youth are encountering nicotine products everywhere—from TikTok feeds to online storefronts. While smoking has declined, the industry is finding new ways to reach the next generation. Parents, educators, and communities must recognize how visible and accessible these products have become.
Regulation is one part of the solution, but education, open conversation, and support are just as important. Sharing resources and encouraging dialogue at home, in schools, and across communities can make a real difference.
