Advocates claim Canada’s nicotine pouch rules have spawned a thriving black market

During a nationwide road trip, Maria Papaioannoy of a nicotine-users’ rights organization uncovered a sizable illegal market for nicotine pouches, noting thousands of products, including high-strength counterfeit items with candy-flavored profiles. She blames the Liberal government’s narrow regulatory approach—approving only the brand Zonnic, capping nicotine at 4 mg, and limiting sales to pharmacy counters—for driving consumers to unregulated sources such as convenience stores and vape shops, especially in rural areas where pharmacies are scarce.

The group’s videographer, a 30-year-old man, was able to purchase the illicit pouches without difficulty, highlighting a disparity between older and younger buyers. Health Canada’s spokesperson Karine LeBlanc rejected the allegation, saying there is no evidence the 2024 place-of-sale order has spurred the black market, which she attributes mainly to foreign products and illegal imports. Policy director David Clement of the Consumer Choice Centre urged Health Canada to adopt a model similar to the U.S. FDA, allowing a wider range of adult-focused flavors and concentrations while protecting youth. The debate has entered the political arena, with the Conservative party promising to “free the Zyn” by permitting broader retail sales, while critics caution against framing the issue as a culture war.