‘People are more willing to listen to an influencer’: How nicotine became a problematic health trend

‘People are more willing to listen to an influencer’: How nicotine became a problematic health trend

People are more willing to listen – In the digital age, where health trends often spread faster than scientific consensus, a new phenomenon has emerged. From migraine meals to fibremaxxing, the internet is constantly flooded with peculiar wellness practices. Yet, one recent trend has gained significant traction: the rebranding of nicotine as a health-boosting tool. Unlike other fleeting fads, this shift has persisted, prompting concern among experts about its implications.

The Rise of Nicotine as a Wellness Trend

Online influencers have played a pivotal role in this transformation, framing nicotine as a natural health hack. Products like gum, patches, and oral pouches are now marketed as aids to cognitive enhancement, productivity, and weight loss. This reframing hinges on nicotine’s pharmacological properties, which include its status as a stimulant. While it is naturally present in tobacco plants, its addictive nature stems from its ability to release dopamine in the brain.

Historically, nicotine was most closely linked to cigarettes. However, its presence in alternative forms has sparked renewed interest. Oral pouches, in particular, have seen explosive growth, with a 113% annual increase in global sales between 2020 and 2024, according to the National Institutes of Health. This surge highlights the growing appeal of nicotine products beyond traditional smoking habits. Despite this popularity, research on their long-term effects remains limited, creating a vacuum for exaggerated claims.

Exaggerated Claims and the Influence of Wellness Culture

Angela Difeng Wu, a senior researcher at the Nuffield Department of Primary Care Health Sciences, notes that wellness advocates often take partial truths and amplify them. “These claims usually start with a grain of evidence,” she explained to Euronews Health. “But they’re taken further than what the data actually supports.” Wu emphasizes that while nicotine does act on the brain’s receptors, its effects are primarily short-term. It may enhance alertness or focus, but these benefits don’t guarantee long-term health improvements.

Context is key, according to Wu. For individuals attempting to quit smoking, nicotine replacement therapies offer a viable alternative. However, for those who have never smoked, these products may inadvertently foster a new dependency. “There’s no epidemiological data yet suggesting that nicotine alone is more dangerous than cigarettes in terms of cardiovascular risks,” she said. “But that doesn’t mean it’s without harm. The addiction itself is a significant concern.”

The Nootropic Boom and Its Influence

The post-pandemic surge in interest in cognitive enhancers has further fueled the narrative. Nootropics—compounds that claim to improve brain function—have become a staple in wellness circles. Examples include caffeine, Ashwagandha, and L-Theanine. These products are often promoted as quick solutions to mental fatigue or stress, aligning with the same ethos as nicotine.

Consumer brands have capitalized on this trend, driving the functional drinks market toward a projected $300–$400 billion by the mid-2030s, per Grand View Research. Nicotine products are now part of this broader boom, with social media influencers positioning them as fast fixes for complex psychological issues. “It’s easy for people to be persuaded by these narratives,” Wu observed. “Whether it’s about menopause or other health concerns, we’re more inclined to trust influencers than traditional sources.”

This cultural shift has created a paradox: nicotine, once seen as a harmful substance, is now being touted as a beneficial one. The perception of it as a “clean” alternative to cigarettes has been bolstered by its association with health-conscious lifestyles. However, this rebranding risks overshadowing the fact that nicotine is still a psychoactive drug with potential downsides. Its role in the body is not as simple as a temporary boost—it affects neurotransmitter levels and can lead to dependency.

New Regulations and the Challenge of Cultural Context

As the popularity of nicotine products grows, so does the need for regulatory oversight. Across Europe, governments have begun implementing policies to curb their use among younger demographics. Last month, the United Kingdom passed an anti-tobacco bill, restricting access to tobacco products for anyone born after 2008. This includes vapes, which have become a common gateway to nicotine use for adolescents.

While these regulations aim to reduce youth exposure, Wu argues that their effectiveness depends on understanding the broader cultural context. “We need to balance the benefits of nicotine for current smokers with its risks for those who haven’t smoked before,” she said. “It’s less harmful than cigarettes, but that doesn’t make it harmless. The key is recognizing its unique impact and avoiding oversimplification.”

The challenge lies in distinguishing between legitimate health benefits and marketing hype. For example, while nicotine may aid in weight management or focus, these effects vary widely among individuals. Moreover, the psychological reliance on nicotine can be as significant as its physical addictive properties. This duality has led to confusion, particularly in a world where social media often dictates public perception.

Lessons from the Wellness Movement

Wu’s critique underscores a broader issue in the wellness industry: the tendency to prioritize novelty over evidence. “We’re seeing a pattern where wellness claims take something valid and stretch it beyond its scope,” she said. “This is especially true with nicotine, where the line between health aid and dependency is blurred.”

For instance, the promotion of nicotine as a cognitive enhancer may downplay its role in creating new habits of use. While it can provide short-term mental clarity, the long-term consequences—such as increased heart rate or potential respiratory issues—remain underexplored. This lack of comprehensive research has allowed influencers to position nicotine as a panacea, appealing to a public eager for quick fixes.

Ultimately, the narrative around nicotine reflects the power of social media in shaping health discourse. As Wu points out, the influence of peers and content creators can override scientific authority, leading to widespread belief in unproven claims. “It’s not just about nicotine itself,” she said. “It’s about how we perceive its role in our lives and how that perception is shaped by the stories we consume online.”

A Call for Balanced Understanding

Despite the challenges, Wu remains hopeful about the potential for nicotine to be used responsibly. “There are valid reasons why people might choose nicotine products,” she said. “The important thing is to ensure they’re aware of both the benefits and the risks.”

As the market for nicotine-based wellness products expands, experts urge a more nuanced approach. This includes educating consumers on the science behind nicotine’s effects and monitoring its impact on different populations. While the trend may seem harmless at first, its implications—both psychological and physiological—are worth careful consideration. The question now is whether this rebranding will lead to healthier habits or another wave of misguided enthusiasm.