After electronic cigarettes took over schoolyards, restrooms, and hallways, it seemed the education system had already seen it all. But now a new player has entered—far more sophisticated and much quieter. Nicotine pouches, known as snus, are managing to bypass not only teachers’ supervision but also parents’ awareness.
These are tiny nicotine pouches placed between the gums and the upper lip, with no smoke, no smell, and no external sign. Teenagers can use them during a lesson, an exam, or sports practice without anyone noticing. The nicotine, in particularly high concentrations, is absorbed directly into the bloodstream and creates rapid and severe dependence.
The phenomenon, which originated in Scandinavian countries, has reached Israel and conquered the market in a short time. Unlike vaping, which was originally intended for adults and only later trickled down to young people, snus is marketed from the outset in sweet, fruity flavors, in colorful packaging that looks more like chewing gum or candy than a dangerous product.
“Parents must wake up,” warns Assaf Knaan, CEO of Al Sam. “It’s very addictive, it harms brain development, and today it’s right under their noses. We hear about children who use it during lessons and exams, without anyone knowing.”
According to him, this is a quiet but deep addiction. Nicotine affects the nervous system, concentration ability, mood, and sleep patterns, and among adolescents it can cause long-term neurological damage.
“The strategy is clear,” says Knaan. “To turn an addictive substance into an innocent lifestyle product. While adults are busy fighting yesterday’s battle, the youth have already moved on to the next generation of addiction.”
The education system is struggling to cope. There is no smoke, no smell, no trips to the restroom, and no simple way to catch the use in real time. Meanwhile, points of sale are accessible, enforcement is lax, and advertising on social networks does its job.
How to identify if your child is using it
One of the main problems with snus is the ability to hide it. The boxes are small, round, and colorful, and sometimes look like breath-mint containers. Parents should pay attention to unfamiliar boxes in a backpack, slight swelling in the upper lip area, and behavioral changes such as irritability, restlessness, decreased concentration, or sleep problems.
Experts warn that without significant enforcement and increased awareness, an entire generation may be drawn into daily nicotine use at a young age. At the Al Sam association, they call on parents to conduct an open and direct dialogue with their children, not to settle for a false sense of security, and to understand a simple but troubling truth: The fact that you don’t smell smoke does not mean the child is not addicted.
The writing is already on the wall. The question is whether adults will manage to wake up before the quiet addiction turns into a visible epidemic.