Bangkok — The Thai government has ordered a strict enforcement drive against the sale and advertising of nicotine pouches, a tobacco-derived product that has proliferated on social media platforms, in tourist areas, and inside shopping malls, with officials noting the particular risks to children and youth.
On March 23rd, 2026, Airin Panrit, Deputy Spokesperson for the Office of the Prime Minister, announced that relevant agencies have been instructed to step up inspections and take firm legal action against offenders. Nicotine pouches, also known as “snus” or white pouches, are classified as tobacco products under Thai law and must comply with the Tobacco Products Control Act B.E. 2560 (2017).
Advertising and selling the pouches via social media or electronic channels violates Section 27(2) of the Act, which prohibits tobacco sales through electronic media. Offenders face up to three months in prison, a fine of up to 30,000 baht (approximately US$920), or both.
Physical retail sales or open display in tourist destinations and department stores breaches Section 36, which bans the open display of tobacco products at points of sale. Retailers can be fined up to 40,000 baht (approximately US$1,230). Additional penalties of up to 5,000 baht may apply for failing to properly display only the product names and prices (without showing the actual products).
On the legality of selling nicotine pouches in Thailand: While nicotine pouches are not outright banned in Thailand and can be legally sold if they meet tax and import requirements, sales are restricted to licensed brick-and-mortar tobacco retailers only. Online sales and any form of electronic promotion are strictly prohibited.
At physical retail locations, the products must be treated exactly like conventional cigarettes or roll-your-own tobacco: they cannot be openly displayed on shelves, counters, or in any visible manner that could attract customers or constitute promotion. Instead, they must be stored completely out of sight, typically in closed cabinets, under the counter, or in storage units, and only retrieved upon a specific customer request.
No promotional materials, posters, free samples, giveaways, or any communication that could be seen as encouraging sales are allowed. Even if a product has been properly taxed and cleared through customs, any violation of these display, advertising, or sales-channel rules renders the activity illegal and subject to prosecution.
This “out-of-sight” rule is designed to reduce impulse purchases, particularly among minors, and aligns with Thailand’s long-standing strict tobacco control framework. There are no legal issues, however, for someone as a consumer having a package of snus on them for self use, contrary to some social media rumors. The restrictions are primarily for the seller and merchants.The Department of Disease Control (DDC) has already filed complaints and assigned investigators, including cases linked to online promotion and a shop in Pathum Thani.
Officials noted that nicotine pouches are now easily accessible to minors due to aggressive online marketing and visible placement in public areas. In tourist areas like Patong and Pattaya, stickers advertising snus can be seen on various electric poles around Pattaya which have also driven consumer complaints.
Health authorities have also flagged serious health risks. The pouches contain high levels of nicotine, which can lead to strong addiction. Long-term use may affect brain development, particularly in children and adolescents, and contribute to other health issues such as impacts on concentration, mood, and cardiovascular health.
The crackdown is part of Thailand’s broader strict tobacco control policies, which treat nicotine pouches similarly to conventional cigarettes in terms of advertising, display, and promotion bans. Earlier warnings from the Public Health Ministry in January and February 2026 already clarified that these items must be stored out of sight and cannot be promoted or offered as free samples. However, due to advertising and promotion of snus continuing especially in major tourism areas, the crackdown is set to intensify.
Authorities urged the public to report violations and said that enforcement will continue to protect public health, especially among younger Thais.Photos: Stock photos of Thai law enforcement.
For the original version of this article, please visit The Pattaya News.
