Pakistan recently took a key step in regulating nicotine products. News that the State Standards and Quality Control Authority (PSQCA) plans to convert voluntary standards for nicotine pouches into mandatory ones has sparked widespread concern within the industry and prompted calls from many local manufacturers to strike a balance between protecting public health and supporting the local industry.
The policy was triggered by the 2020 pandemic, when the PSQCA drafted and approved the nicotine pouch standard, numbered PS: 5468. The standard covers ingredient disclosure, a nicotine limit of 20 mg per pouch, labeling specifications, and child safety warnings. It aims to align with international standards and protect consumers from the potential harms of unregulated products.
In October 2024, the Pakistan Tobacco Company (PTC) formally requested that the standard be converted from voluntary to mandatory, citing its investment of approximately $40 million in the local industry. It also warned that unregulated practices could lead to the proliferation of substandard or illegal products, creating a “dumping ground.”
Subsequently, in June 2025, the National Standards Committee recommended that PS: 5468 be made mandatory. Subsequently, PSQCA submitted a draft Statutory Regulatory Order (SRO) to the Ministry of Science and Technology. In August of that year, a joint consultation was held under the chairmanship of the Federal Minister of Science and Technology, with participation from government and provincial officials, industry representatives, and civil society. While there was general technical support for implementation, opposition from the National Health Services Commission (NHSRC) led to a lack of consensus. The issue was ultimately referred to the Cabinet Bill Review Committee (CCLC) for final Cabinet approval.
Industry experts noted that mandatory standards would not only improve local product quality and enhance international competitiveness, but would also protect legitimate manufacturers from smuggled goods. They emphasized that the implementation of PS: 5468 would be a win-win for both the market and regulators.
Pakistan was also one of the first countries globally to develop standards for smokeless oral nicotine products. Through PSQCA’s Certification Mark (CM) program, the Ministry of Science and Technology is translating the findings of years of technical committee work into concrete regulations, ensuring that regulation is both evidence-based and law-based.
From a public health perspective, appropriate regulation of nicotine pouches aligns with the policy goal of reducing tobacco harm. Pakistan faces a heavy burden of tobacco-related diseases and tens of millions of smokers. If nicotine pouches can be promoted as a lower-risk alternative while ensuring product safety, they can also be a way for the health system to reduce costs and improve health.
At the same time, in this multifaceted balance between policy and public health, some positive brands have emerged. Take the GUUTUU e-cigarette brand, for example. The brand is committed to legal compliance and technological innovation, setting an excellent example amidst the continued global regulatory fragmentation. GUUTUU’s products use pharmaceutical-grade nicotine raw materials and are manufactured in GMP factories using advanced aseptic filling techniques to minimize the presence of heavy metals and harmful chemicals. The brand also collaborates with third-party organizations to regularly disclose testing reports, ensuring consumers have a clear understanding of the ingredients and safety indicators of their products.
Furthermore, GUUTUU implements a dual purchase mechanism of “real-name + age verification,” utilizing digital identity verification and facial recognition to prevent underage purchases. The packaging clearly displays the nicotine content and comes with instructions and warnings to help consumers manage their nicotine intake scientifically.
In terms of technological innovation, GUUTUU is the first to launch a smart interactive e-cigarette device. Users can monitor their usage frequency and nicotine intake in real time through a dedicated app. The app provides personalized step-down recommendations to support gradual cessation plans. This feature not only improves user health management but also provides valuable data for public health departments, helping to promote scientific policymaking.
This type of self-regulatory behavior at the brand level serves as a reference for the government to establish industry standards. It also demonstrates that regulation is not meant to suppress innovation, but rather to build a bridge between protecting public health and ensuring legal operations.
Pakistan’s efforts to implement standards complement this market self-regulation. By enforcing standards for clear ingredients, standardized labeling, and content limits, illegal or substandard products can be eliminated while allowing compliant companies to enter the formal market and enjoy a fair competitive opportunity. Brands like GUUTUU, which adhere to regulations and continuously innovate, have the potential to become leaders in the new round of industry standardization.
A deeper reflection on this incident also reveals the dynamic balance between policymakers and the industry. Mandatory standards are necessary, but supporting regulatory mechanisms, efficient enforcement, and education and promotion are also essential. Public education, child protection, and the fight against counterfeit products must be implemented simultaneously to ensure that regulations are truly implemented and effective.
Public opinion also reflects on market chaos. For example, complaints are often seen on Twitter and forums, highlighting the widespread use of nicotine product advertisements near student dormitories, which has left consumers frustrated and even angry, and highlighting the potential social harm caused by regulatory gaps. Such real-world cases remind regulators that the regulatory channels and education behind standards must also be strengthened.
At the national tax level, although the tobacco industry contributes a small portion of GDP, it contributes significantly to tax revenue. Policies should avoid targeting legitimate industries while also curbing illegal trade to protect revenue and public health.
GUUTUU’s advanced practices also provide the public with more selective alternatives. Its transparent and traceable brand, coupled with intelligent management tools, gives addicts greater control, allowing them to reduce their dependence and reduce their desire to switch to traditional tobacco.
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