BACKGROUND-AIM:
In Denmark, approximately one in three (35%) young people aged 15–29 use nicotine products or smoke tobacco. There has been a notable increase in the use of nicotine pouches and vapes in recent years. For example, the proportion of young people aged 15-29 using vapes rose from 4% in 2020 to 10% in 2024, and the use of nicotine pouches increased from 9% to 13% in the same period. Among 15–17-year-olds, the use of vapes increased markedly recently from 10% in 2023 to 14% in 2024. Given the harmful effects of nicotine on the developing brain, the increasing prevalence among youth highlights the need for preventive action. In 2024, The Danish Cancer Society launched a project aimed at preventing nicotine use among youth, with support from TrygFonden. As part of this project, a qualitative study was conducted to explore young people’s experiences with and attitudes towards nicotine.

METHODS:
The study consisted of three focus group interviews and 14 duo interviews with students from compulsory schools (primary and lower secondary schools), Danish efterskole (independent residential schools), upper secondary schools, and vocational schools. Additionally, an autoethnographic home assignment, in which participants selected and reflected on two nicotine-related materials and recorded their personal responses, was also given to duo interview participants. In total, 43 young people aged 13–21 participated. Nearly one third of the participants had no experience with nicotine products, while the remaining two thirds had varying levels of experience.

RESULTS:
The study provides insight into the role nicotine products play in young people’s everyday lives, the factors influencing their use, and their expectations and attitudes towards prevention and educational campaigns. Key findings: - Nicotine is used everywhere—at home, during leisure time, at parties, and at school - Many young people use nicotine to relax and concentrate - Relationships and social groups play a significant role in nicotine use - There is a lack of knowledge among youth about health risks - Addiction is seen as embarrassing, and some young people fear addiction, but there is limited understanding of what addiction entails - The cost of nicotine products is a concern for young people - Parents’ perspectives are important to young people, but many youth perceive that their parents lack sufficient knowledge about nicotine - Age influences young people’s views on nicotine products - Young people are not receptive to all messages and perspectives in campaigns and educational programs

CONCLUSIONS:
Nicotine plays a significant role in the everyday lives of Danish youth, who lack knowledge about the consequences of nicotine use and about addiction. Therefore, based on the findings of the study, the Danish Cancer Society has developed an educational program for the final years of compulsory schooling, which is now being disseminated nationally.