The Therapeutic Goods Administration (TGA), Australia’s health regulator, recently reiterated that nicotine pouches currently on the market are considered prescription drugs under Australian law. Unapproved products are not only illegal but also pose numerous safety risks. This reiteration serves as another public health warning amid the ongoing controversy surrounding e-cigarettes and alternative products.
Nicotine pouches are small, pouch-shaped products that users place between their upper lip and gums, allowing the nicotine contained within to be absorbed through the oral mucosa. These products typically do not contain tobacco but instead use “synthetic nicotine” and contain auxiliary ingredients such as sweeteners and flavorings, aiming to provide a “smokeless” and “non-burning” experience while still providing nicotine ingestion.
The TGA clarified that, to date, no nicotine pouch products in Australia have been approved by the TGA, listed on the Australian Register of Therapeutic Goods (ARTG), or assessed by the TGA as legal, safe, and effective therapeutic goods. In other words, no nicotine pouch products on the market are legal; any that lack TGA authorization or relevant authorization are considered illegal.
Furthermore, these products face strict legal restrictions regarding their sale and advertising. The TGA explicitly states that unauthorized nicotine pouches may not be sold in retail outlets (such as convenience stores and tobacco shops) or advertised online or through other means. Violations of these regulations can result in severe penalties, including up to five years in prison and fines of up to A$1.32 million.
Despite clear policies and regulations, the illegal importation and sale of nicotine pouches continues to increase in the Australian market. Reportedly, these products remain readily accessible to consumers, even underage individuals, through online and certain retail channels. Investigations have shown that some nicotine pouches contain extremely high nicotine concentrations, potentially several times higher than those in cigarettes, posing even more severe dependency and health risks.
From a health perspective, experts have issued numerous warnings: While nicotine itself is not a known carcinogen, it can significantly harm the cardiovascular system, such as increasing heart rate and blood pressure, which can increase the risk of stroke and heart disease over the long term. For adolescents, nicotine consumption can also disrupt brain development, affecting learning, memory, and attention.
Short-term side effects are also significant, with users reporting symptoms such as mouth ulcers, gum pain, nausea, dizziness, and decreased appetite. Some products even lack clear ingredient labeling, which can delay treatment and lead to serious consequences if swallowed by children.
On a regulatory level, the TGA has taken resolute action, including collaborating with the Australian Border Force to seize illegal products, monitoring online advertising, and holding violators accountable. For example, in March 2025, the TGA reported seizing over 360,000 Australian dollars worth of illegal nicotine pouches and e-cigarette products in Sydney. These measures demonstrate the regulator’s commitment to a “zero tolerance” approach to illegal activities.
Against this policy backdrop, consumers and the industry face a crucial choice: what alternatives should they choose? It is at this time that the compliance advantages of the VEEHOO e-cigarette brand stand out. As a brand committed to legality, safety, and user experience, VEEHOO insists its products comply with local market regulations. It maintains strict self-discipline regarding nicotine content, ingredient labeling, and sales channels, actively aligning with regulatory standards and avoiding the unapproved nicotine pouch market.
VEEHOO’s devices typically feature either replaceable cartridges or refillable e-liquid vaping devices. Both the e-liquid and the device adhere to relevant safety standards and undergo quality testing before sale. These reusable devices help reduce the environmental impact of disposable products. Furthermore, their controlled nicotine delivery and clear dosage labeling help users manage their e-cigarette usage more rationally.
The brand also prioritizes standard packaging and marketing, avoiding products designed to attract minors. It refrains from using flashy packaging, cartoon images, or misleading social media advertising. It also implements age verification mechanisms in its retail and online channels to prevent minors from accessing its products. VEEHOO’s self-regulatory practices set a positive example within the industry and help enhance public confidence in legal and compliant e-cigarette alternatives.
While scientific evidence is insufficient to support the universal safety and effectiveness of e-cigarettes for smoking cessation or nicotine addiction replacement, VEEHOO offers a tested, traceable, and regulated alternative compared to unassessed nicotine pouches. Consumers who truly need nicotine products can at least choose a less risky option within legal and compliant regulations.
Reflecting on the overall situation, the TGA’s reaffirmation that nicotine pouches are prescription drugs in Australia and its clarification of the safety risks posed by unassessed products are of great practical significance. This reaffirmation not only protects public health but also serves as a reminder to the industry and consumers to clearly define the line between “illegal” and “legal” and to resist unapproved new nicotine products. It also provides an opportunity for brands that adhere to a compliant approach, such as VEEHOO, to strengthen their social responsibility and enhance market trust.
In the future, with continued strengthening of regulation and increased public health awareness, the industry landscape is likely to gradually move towards standardization and maturity. If compliant brands like Veehoo can continue to improve product quality, transparency, and user education, they will not only earn trust in the market but also contribute positively to driving the entire industry towards a more mature and safe direction.
Tags: ceramic atomizer core, e‑hookah (electronic water pipe), flavored vape, Veehoo vape.