HOW TO SPOT FAKE NICOTINE POUCHES VS REAL ONES

Fake or counterfeit nicotine pouches are poor-quality replicas that bypass stringent manufacturing safety checks to be sold at highly competitive prices.

Read more: What Are Nicotine Pouches? A Beginner's Guide To OND

WHAT ARE NON-COMPLIANT NICOTINE POUCHES?

You may also come across non-compliant nicotine pouches. While these are not counterfeit and are made by authentic manufacturers, they are nicotine pouches made to be sold in other countries.

As a result, they may not meet UK regulatory requirements, with a higher strength, different ingredients, or unsuitable labelling. Our guide to nicotine pouch regulation explains what those requirements are.

You may notice the label on a non-compliant can of nicotine pouches has writing in a different language, and it is missing the usual UK-required warnings.

The main problem with a fake nicotine pouch is the unknown. You don't know what's in them, where they've been produced, or whether they've been through any of the checks a genuine ZONE product goes through.

Fakes bypass the manufacturing standards and quality controls that authentic products are built around, which means there's no way to know what you're getting. It's a growing issue, too, as UK Trading Standards data shows seizures of illegal nicotine pouches more than doubled in a year, with one single operation in Kent seizing 66,000 cans at the Port of Dover in 2025. That uncertainty is exactly why you should take the time to check a product is genuine before you use it.

Price

Most nicotine pouches retail for £4 to £6 (unless on special bundle offer). If a can is being sold for considerably less than this, it is probably too good to be true.

Packaging

If the nicotine pouches are being sold cheaply, there’s probably not been much investment in the packaging. So, poor-quality packaging made of flimsy materials can be a dead giveaway. Keep an eye out for printing errors and colours or fonts that don’t look quite right. And always ensure there is a seal for freshness.

Back seal

Look at the seam on the back of the pouch itself. Real ZONE pouches have a serrated seal with a slight grid texture. A smooth seal with straight, clean-cut edges can be a sign of a counterfeit made on cheaper equipment.

Labelling

While you’re looking at the can, pay close attention to the label. This should contain information in English, such as:

• Nicotine strength
• Ingredients
• How to use the pouches
• Recommended dosage
• The risks
• Traceability information (such as a barcode, manufacturer’s address, batch, and serial numbers)

Taste and smell

With some fakes, you may not be able to spot them until you open the can. Counterfeit or non-compliant pouches can taste and smell different to pouches from verified manufacturers. They may feel different in your mouth too - dry and tearing or breaking down easily.

Website

It can be tempting to buy from a new website if it sounds like you can get a good deal. However, just because a website is at the top of Google, it doesn’t mean it is legit. There are various underhanded tactics that brands can take to reach the top of Google search results pages, at least temporarily.

So, before you order from a website, check for elements such as a contact address, their trading history, and the general quality of the design and site functionality. A site that looks like it has been thrown together quickly and cheaply is a red flag.

Generally, fake nicotine pouches are sold in corner stores in major cities where there are more informal supply chains with less product tracing available. They are also sold by unverified online sellers.

It’s important to recognise that not every retailer selling counterfeit nicotine pouches knows they are doing so. They may believe they have the real thing.

1. Stop using the pouches, immediately.

2. Contact the manufacturer with the batch number and photos of the product.

3. Contact the retailer where you purchased the product.

4. Report your suspicions to the Citizens Advice Consumer Service.

5. Safely dispose of the pouches.

Don’t take a chance on quality.

A reputable online retailer in the UK will always ask you to verify your age, will have a secure checkout, clear contact information, as well as numerous policies such as privacy and terms. They should also have trustworthy customer reviews.

To purchase ZONE from a trusted retailer, explore our store locator. And once you've got a genuine can, our guide to looking after your nicotine pouches covers how to keep them fresh. If you have any questions at all, our FAQs page is updated monthly and answers what people tend to ask most.

Steph Williams is a content marketer with over a decade's worth of writing experience, much of this time with Imperial Brands. She has written for some of the UK's biggest brands, helping them reach millions of people.