ISLAMABAD — Pakistan is moving closer to introducing mandatory quality standards for tobacco-free nicotine oral products, a step the government hopes will open the door to over $100 million in exports while tightening control over a market long plagued by smuggling and unregulated goods.
Senior officials have directed the Ministry of Science and Technology (MoST) and the Pakistan Standards and Quality Control Authority (PSQCA) to fast-track the process after months of bureaucratic delays stalled progress. The matter has now reached the Cabinet Committee on Legislation (CCLC), where final approval is expected before it goes to the federal cabinet.
From Voluntary Guidelines to Enforceable Standards
Pakistan introduced a voluntary standard for nicotine pouches, PS: 5468, back in 2020 during the pandemic, becoming one of the first countries to do so. The standard sets strict rules for ingredient disclosure, limits nicotine content to 20 mg per pouch, and mandates clear labeling and child safety warnings.
But enforcement has lagged. In October 2024, the Pakistan Tobacco Company (PTC) pushed for making the standard compulsory, citing its $40 million local investment and warning that weak regulation would turn Pakistan into a dumping ground for low-quality, smuggled products.
The National Standards Committee endorsed the shift in June 2025. Since then, PSQCA has completed industry consultations, drafted a Statutory Regulatory Order (SRO), and secured vetting from the Law Ministry. While technical experts largely backed the proposal during an August consultative meeting, objections from the National Health Services Ministry (NHSRC) delayed consensus.
Industry vs. Bureaucracy
Insiders say the holdup reflects more than just procedural caution. Allegations of bribery, turf battles between ministries, and conflicting health policies have slowed progress. For now, PS: 5468 remains a voluntary guideline with little enforcement power.
Industry players argue that without mandatory standards, Pakistan risks losing both international market opportunities and domestic control over nicotine pouch sales. “Clear, enforceable rules would protect consumers, support legitimate manufacturers, and boost Pakistan’s reputation in export markets,” said one senior industry representative.
A Growing Global Trend
Other countries have already moved to regulate nicotine pouches. The UAE rolled out mandatory regulations earlier this year, requiring compliance within six months, while Sweden — recently declared the first “smoke-free” country — has embraced strict quality controls alongside smokeless alternatives to reduce cigarette use.
Public health experts in Pakistan argue that the country’s heavy tobacco burden, coupled with a thriving illicit cigarette trade, demands new tools. Regulating nicotine pouches could offer smokers a safer alternative, improve tax revenues, and help crack down on black-market sales.
If approved, the new framework will fall under PSQCA’s Compulsory Certification Mark (CM) Scheme, bringing years of technical committee work into actual market oversight. For Pakistan, it’s both a public health move and a chance to carve out a slice of a rapidly expanding global market for nicotine alternatives.