The pouches – which the World Health Organization warns are a growing “public health concern” – are being heavily publicised on platforms such as Instagram and TikTok, with at least one post by an Australian-based fitness influencer garnering more than 2m views.

According to the Therapeutic Goods Administration (TGA) the products require a prescription to be legally supplied in Australia. One website that ships the pouches directly to consumers maintains they are legal in Australia.

The nicotine pouches are being sold on several websites in Australia with flavours similar to vapes, such as “bubblegum,” “lemon spritz” and “frozen cloudberry”. The products are manufactured by tobacco companies such as Philip Morris International’s Zyn brand and British American Tobacco’s Velo brand.

It comes ahead of a federal ban on non-prescription vapes, which the health minister, Mark Butler, promised would halt the tobacco industry’s attempt to create a “new generation of nicotine addicts”.