Introduction: UAE Cracks Down on Nicotine Pouches — Are You Ready?

The nicotine pouch market in the UAE has grown rapidly in recent years — but as of July 29, 2025, the UAE government has implemented strict new regulations that affect everything from importation to sales and labeling.

Whether you’re a manufacturer, importer, distributor, or retail store, understanding these changes is no longer optional — it’s critical for compliance and survival in this growing industry.

In this article, we break down everything you need to know about the new UAE regulations on nicotine pouches, how they impact your business, and what steps you need to take right now.

🔍 What Changed in the 2025 Regulations

1. Mandatory ESMA/ECAS Certification

All nicotine pouches must now be certified under the Emirates Authority for Standardization and Metrology (ESMA) through the ECAS system before entering the UAE market. Products must meet strict standards on:

• Ingredient safety
• Packaging and labeling (including bilingual content)
• Nicotine strength
• Food Contact Material (FCM) compliance

🧪 Tip: Products without local lab testing or certified documentation will be denied entry at customs.

2. Excise Tax Is Now Enforced at Declared Retail Price

The 100% excise tax continues to apply, but now authorities are cross-verifying Declared Retail Selling Prices (RSP). If you’re under-declaring, you risk:

• Fines
• Product seizure
• Blacklisting of your brand

Retailers also cannot sell above the declared RSP — this reduces grey market activity and forces businesses to set prices realistically.

3. Ban on Medical or Misleading Claims

Terms like:

• “Safer than smoking”
• “Smoke-free medicine”
• “Healthier alternative”

…are no longer permitted on packaging or in marketing materials unless backed by approved scientific and regulatory sources. The UAE is aligning its product messaging laws with global tobacco harm reduction standards.

4. Licensing for Importers & Distributors

Only companies registered with:

• UAE Customs
• The Federal Tax Authority (FTA) for Excise Tax
• And certified under MOIAT and ESMA

…are allowed to import, store, and sell nicotine pouches legally. This eliminates freelance or parallel importers from exploiting duty-free loopholes.

5. Product Registration & Tracking

Each SKU must now be:

• Registered under the Digital Tax Stamp (DTS) platform
• Monitored for excise compliance using barcodes
• Traceable from factory to end consumer

💡 What This Means for Businesses

Role	Impact
Importer	Must obtain FTA + ESMA approvals and pay all duties upfront
Distributor	Can only handle approved, registered products
Retailer	Cannot price above declared RSP and must avoid unregistered stock
Brand Owner	Must test and register each flavor/strength separately
E-commerce platforms	Can be penalized for listing unregistered products

📦 What You Need to Do Immediately

1. ✅ Get your ECAS certification for each product via an accredited lab
2. ✅ Register with FTA for excise tax and apply for a customs code
3. ✅ Update your packaging to meet the latest UAE standards
4. ✅ Use licensed freight forwarders who understand excise procedures
5. ✅ Work only with authorized distributors or duty-free buyers

🚀 Conclusion: Compliance Is the New Competitive Edge

The days of selling nicotine pouches in the UAE without proper approvals are over. But this is not a setback — it’s a signal that the market is maturing, and serious players now have the opportunity to lead.

If you take the right steps now, you can build a sustainable, compliant, and profitable nicotine pouch brand in one of the fastest-growing markets in the region.

**This is an informational article only. Please consult an expert before proceeding**