The Rise of Synthetic Nicotine Risks Regulatory “Whack-a-Mole”
In 2020, when Cage attended, “it was all about disposables,” she said. And the evolution of the industry that year—as well as the news coverage around it—certainly supports that claim. Puff Bar, which became the most villainized vape of this kind (used until they run out of e-liquid and then tossed away), briefly seemed to replace Juul as abstinence-only prohibitionists’ biggest target.
In 2021, Cage, a board member of the Smoke-Free Alternatives Trade Association, noticed another clear market trend blossoming. “I think we’re about to see a real explosion of pouches,” she told Filter, referring to the smokeless and usually spitless alternative nicotine products—packed with chewing gum-like fillers, sweeteners and flavorings—that you place between your upper gum and lip. “It’s on the horizon,” she continued.
It might already be here. As major health groups like the American Cancer Society and tobacco control organizations like the Campaign for Tobacco-Free Kids continue to demonize vaping, savvy players are searching for ways to either escape from a tumultuous political landscape or to target a ripe yet relatively untouched corner of the marketplace.
They may have uncovered possible solutions in “tobacco-free” or Synthetic Nicotine, which—found in many of these Synthetic Nicotine pouches—seem to exist in a hazy regulatory framework. Or at least, the latter does.
There are some working, if somewhat disputed, definitions of these phrases.
“Tobacco-free Nicotine” usually simply indicates “tobacco-derived nicotine”—nicotine culled from the tobacco leaf, like that in the vast majority of nicotine vaping products, which does not contain tobacco. The phrase is therefore arguably a form of branding without technical value. (It can also mean nicotine extracted from another source, like tomatoes or other plants from the nightshade family, but that’s rare.)
“Synthetic Nicotine,” on the other hand, is exactly what it sounds like: nicotine created in a lab or through an industrial process similar to how pharmaceuticals are made.
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