Tobacco companies use celebrities, influencers, and athletes to promote nicotine pouches. Many young people look up to these role models, and social media makes it easy to see and share this content. When popular or successful people are connected to these products, it can make nicotine pouches seem cool, exciting, or part of an active lifestyle.

Formula 1 (F1)

Tobacco and nicotine companies may say they do not market to young people, but their brands can still show up in places that young people enjoy.

For example, Velo and ZYN have been connected to Formula 1 racing through sponsorships and branding. Formula 1 is a popular international sport with millions of fans, including children and teens. When nicotine brand names or logos appear on racing cars, clothing, or online content, young fans may see them even if the advertising is not specifically aimed at them.

Social Media

Some companies pay influencers large amounts of money to talk about their products online. Influencers who promote Zyn are sometimes called “Zynfluencers,” and they use hashtags like #Zyn or #Zynfluencer to spread their content.

Posts and videos featuring nicotine pouches may look like regular social media content, but they can actually be a form of advertising. Seeing nicotine used repeatedly in videos, posts, and online trends can also make it seem normal, common, or less risky.

Advertising rules and age restrictions are designed to help limit a young person’s exposure to tobacco and nicotine marketing. However, promotional content on social media can sometimes be harder to recognize because it may look like a joke, trend, review, or everyday post instead of a traditional advertisement.

Music Festivals

Tobacco companies also sponsor music festivals and other popular events because they know many young people attend them. These events are places where people gather to have fun, spend time with friends, and enjoy entertainment, making them valuable opportunities for companies to get their brands noticed.

At some events, companies may have branded booths or displays where people can learn about nicotine products or receive promotional items. Companies may also host special events or experiences for customers. These activities can make people feel like they are part of something exclusive, exciting, or social.

By connecting nicotine pouches with music, sports, entertainment, and social experiences, companies can create positive feelings around their brands. This can make nicotine use seem like a normal or exciting part of having fun while taking attention away from the health risks like addiction and cancer.

False health claims are statements in advertisements that make it seem like a product is healthy or safe, even when it’s not.

Tobacco companies often use false health claims to make their products seem safer than they are. All tobacco and nicotine products carry serious health risks, even if some ads claim they are safer than other tobacco products.

For nicotine pouches, tobacco companies market them as “cleaner” and “better for oral health” compared to other smokeless tobacco products. Smokeless tobacco products can increase the risk of teeth staining, tooth decay, and cancers of the mouth and throat. Tobacco companies use this information to sell nicotine pouches as the “safer” choice, but that doesn’t mean they’re safe. Research shows both products can cause similar health problems. Nicotine pouches can still damage teeth and gums, and they can weaken teeth enamel that leads to staining, receding gums, and dry mouth.

These images are examples of false advertising from Velo nicotine pouches. These advertisements are claiming their product is better for teeth health.

The tobacco industry also uses social media to share messages that make nicotine pouches seem like they have benefits. Some posts suggest that nicotine can help you focus, feel more alert, or have more energy. These messages can make nicotine seem like a quick way to improve performance at school, during sports, or while doing other activities.

This image is an example of an influencer promoting harmful claims that Velo nicotine pouches help her productivity.

Tobacco companies don't only use ads to attract customers. They also use rewards, discounts, giveaways, and special deals to encourage people to buy and use their products.

Some nicotine pouch brands have offered rewards programs where customers can earn points and exchange them for items, discounts, or other prizes. Other companies offer promotions such as “Buy One, Get One Free” (BOGO) deals.

These offers can make nicotine products seem like a good deal or make people want to collect more rewards. But there is a bigger concern, promotions can encourage people to buy and use nicotine products more often. For someone who is already using nicotine, this can make it harder to stop.

It is important to remember that a discount, free item, or reward can make a product seem like a great deal, but it doesn't make a nicotine product safe.