The Misinformation vs the Truth About Nicotine Pouches

While the newfound panic about the increase in popularity of nicotine pouches seems to be reaching the one on vapes, and in some cases even replacing it, data consistently indicate the products' relative safety and benefits for smoking cessation.

Diane Caruana

October 2, 2024

In recent months we have reported how the rising popularity of nicotine pouches has triggered unnecessary alarm, overshadowing their potential as a safer alternative for smokers. A recent clear example comes from New Jersey, where efforts to reduce youth vaping are showing progress, with usage among high school students dropping from 27.6% in 2019 to 22% in 2021. However, the concerns about teen vaping have been replaced with new ones as nicotine pouches like Zyn gain popularity among teens, and this is what media headlines are focusing on.

Research suggests that nicotine pouches primarily appeal to current smokers looking to switch to safer alternatives rather than to those who have never smoked.

As a result of this newfound panic, last July a Florida resident filed a lawsuit accusing Philip Morris and Swedish Match of marketing Zyn nicotine pouches to adolescents, by presenting them as a healthy alternative to cigarettes (which in fact they are). The lawsuit claims the companies misled consumers by emphasizing “food-grade flavourings” and “natural additives,” and used social media influencers to appeal to younger audiences.

Philip Morris International (PMI) and Swedish Match North America have responded by requesting the dismissal of the lawsuit, with PMI claiming the case is preempted by federal law, as Zyn’s labeling is FDA-approved. Swedish Match added that the case lacks a connection to Connecticut where it was filed, given that the plaintiff is from Florida and that is where he puchased and used the products.

Yes, NPs are significantly safer than cigarettes

Unlike cigarettes, nicotine pouches don’t produce harmful tar, carbon monoxide, or toxic combustion by-products, making them a significantly safer option. Despite this, some health entities focus on their growing use among non-smokers or youth, sparking concerns about “gateway” effects. However, research suggests that nicotine pouches primarily appeal to current smokers looking to switch to safer alternatives rather than to those who have never smoked.

Countries like Sweden where smokeless nicotine products like snus have contributed to one of the lowest smoking rates in Europe and correspondingly low rates of tobacco-related diseases, offer a real-world example of the relative benefits of the products. By helping smokers transition away from cigarettes, nicotine pouches can play a critical role in tobacco harm reduction strategies. The disproportionate alarm, however, may obscure the actual public health benefit of substituting smoking with lower-risk nicotine products.

Rather than promoting prohibition or restricting access, regulatory frameworks should focus on ensuring these products are not marketed to youth while encouraging their use among adult smokers. Shifting the narrative toward harm reduction could support a broader strategy to reduce smoking rates and prevent unnecessary harm. Science supports this, with several studies indicating the relative safety of nicotine pouches compared to traditional cigarettes.

Research published in Harm Reduction Journal (2020) concluded that nicotine pouches deliver nicotine without exposing users to the toxic by-products of tobacco combustion, such as tar or carbon monoxide. Similarly, a 2024 review published in Nicotine & Tobacco Research found that nicotine pouches are significantly less harmful than cigarettes and present minimal health risks when used by adult smokers as an alternative, reinforcing that while not risk-free, nicotine pouches are a safer alternative.