Experts attribute this to:Aggressive social media marketing and influencer campaignsFlavoured variants like mint, berry, coffee and candyDiscreet use, with small packs easy to conceal in classrooms or public spacesThese are positioned as lifestyle products linked to productivity and fitness, which resonates strongly with youth, Dr Goel said.Not a quitting aidDespite being perceived by some as a smoking alternative, nicotine pouches are not approved as cessation tools by regulators in India or the US.Studies suggest that instead of replacing cigarettes, users often engage in dual or multiple product use, increasing overall nicotine intake rather than reducing it.Health risks emergingRecent studies highlight a range of physical and psychological effects linked to pouch use:Gastrointestinal: nausea, bloating, heartburnOral health: mouth ulcers, gum irritation, drynessRespiratory/sensory: breathing issues, altered taste or smellSystemic/mental: appetite changes, poor concentration, sleep disturbance, anxietyImpact on young brainsNicotine exposure is particularly harmful during adolescence, as the brain continues developing till about 25 years of age.Early exposure can affect attention, memory, mood regulation and impulse control, while dependence can develop rapidlyeven without daily use, Dr Goel warned.Hard to detectUnlike smoking or vaping, nicotine pouches leave no smoke, vapour or strong odour, making them easy to conceal
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