‘ZYN 10 Challenge: illegal marketing of nicotine pouches as smoking cessation aids?

In the USA, tobacco products cannot be marketed as being intended to cure or treat disease, such as nicotine dependence, or as a nicotine replacement therapy or smoking cessation aid.1 2 Nicotine pouches were introduced to the US market in 2014, resemble small teabags and typically contain a powder or salt made from synthetic nicotine or nicotine derived from tobacco leaves, in addition to binders and flavours. In the USA, nicotine pouches are regulated as tobacco products. Thus, marketing content claiming that nicotine pouches can be used to quit smoking would be in violation of the Federal Food, Drug, and Cosmetic Act.3 ZYN nicotine pouches, produced by Swedish Match, a subsidiary of Philip Morris International, are currently the most popular nicotine pouches in the USA.4 As of October 2025, 20 ZYN products have received marketing authorisation from the U.S. Food and Drug…

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