Gen Z's newest fixation isn't some passing wellness fad or trending TikTok challenge—it's a dangerous romance with high-nicotine pouches that experts say is careening into public health catastrophe. Vapes drop from favor as cigarettes once again gain popularity, and products such as ZYNs—nicotine pouches that are portable, convenient, and unnervingly powerful—are quickly becoming the next big thing among teens. With over 1,500 seizures of illicit nicotine pouches reported in areas such as Oxfordshire, Berkshire, and Dorset in the UK alone, health officials are raising an alarm.These packets, usually imported and sold with foreign-language labeling, slip past proper control. Even though they are subject to General Product Safety Regulations, most do not even include simple English safety warnings. Some even misleadingly claim ridiculously high doses—up to 150mg of nicotine—rendering them not only deceptive but also dangerous to unsuspecting consumers.What is most troubling is the development of a flourishing black market. With no strength controls or age limits, supercharged pouches are readily available to youth through corner stores or websites. Teens are attracted not only by the hype but by the excitement—purchasing products with novelty packaging, candy-like flavors, and video game-like names.The game of marketing is cunning: companies know that "strength sells." While large manufacturers limit nicotine strength to 20mg per pouch, unknown, frequently illegal brands are promoting much greater strengths—30mg and more—driving a new addiction cycle. "If the pouch contains no instruction or safety information in English, users will not understand how to dose it safely," argues Caroline Cerny, Action on Smoking and Health (ASH) Deputy Chief Executive. The outcome? An increasing number of adolescents reporting symptoms such as nausea, vomiting, dizziness, headaches, and racing hearts—a condition more commonly referred to as the "niccy rush."Is GenZ a Generation Hooked on Highs?This is not a new phenomenon. Evidence in recent years already indicated a high-strength vape use among 18- to 24-year-olds was increasing, with usage of the most potent (20mg/ml) varieties increasing from just below 4% to more than 50% within three years. These are items that equate to one or two packs of cigarettes—reached via delivery through devices that were once erroneously marketed as safer alternatives.As disposable vapes such as the 3,500-puff Elux Legend saturated the UK high streets, adolescents increasingly turned to high-nicotine puffs, even admitting to knowingly buying illicit products. A 2023 survey of online retailer Haypp found that almost one in three young users would happily purchase black-market vapes. The same hunger is now driving the growth of nicotine pouches.Role of Education—Or the Lack Thereof?So why are so many teenagers leaping headlong into a habit so obviously dangerous? Experts attribute this to a huge gap in harm education. "There's no coherent messaging about the dangers of nicotine pouches," says Ivan Ezquerra Romano, harm reduction expert and Drugsand.me founder. "Younger generations heard that smoking kills, but when it comes to newer options like vapes and pouches, the message hasn't caught up."This disparity makes Gen Z vulnerable. Enticed by colorful packaging and internet-age branding, they tend to underestimate the repercussions. Unlike cigarettes, the health dangers of nicotine pouches are still under-studied, so a false sense of security takes hold. What most people don't know is that nicotine itself is a potent psychoactive drug—one that can drive anxiety, addiction, and chronic cardiovascular problems.The physical hazards are just half the story. CVS Health just released the results of a national survey indicating that 85% of Gen Z in the United States feel that there's a teen nicotine epidemic, and 9 in 10 feel that these products can exacerbate mental health issues. They're right—research indicates that nicotine use can increase symptoms of depression and anxiety, especially among adolescents whose brains are still maturing.What is especially insidious is how nicotine quietly reprograms the brain, generating patterns of dependency that are hard to undo. For a generation already struggling with increasing mental health issues, nicotine's effect cannot be exaggerated.The international scenario is even darker. A modelling research by the World Health Organization's International Agency for Research on Cancer (IARC), released in The Lancet Public Health, estimated that excluding tobacco sales to individuals born between 2006 and 2010 would prevent 1.2 million lung cancer deaths between 2095. That represents almost 40% of lung cancer deaths expected in this age group.Smoking is responsible for 85% of all lung cancer diagnoses—the most fatal type of cancer globally. Without extreme measures, almost 3 million individuals born in the same period might lose their lives due to lung cancer alone. Female-orientated tobacco promotion has been an important factor in producing these statistics, with Western Europe experiencing the highest number of potential lives saved among females, and the highest for males in Eastern Europe.The latest nicotine epidemic—hiding behind shiny, high-tech packaging—is a time bomb waiting to explode. If world leaders don't act to control these products, educate youth, and limit marketing practices aimed at kids, we will see a return to levels of addiction not experienced since the peak of cigarette use.The answer isn't simply prohibiting products; it's more intelligent policy. From transparent labeling legislation and potency limits to culturally sensitive education efforts and affordable cessation services, it's time we take the same seriousness with nicotine pouches as we did with cigarettes.Because this isn't a Gen Z issue—it's a global health emergency in the making.