ArticleTobacco control2022
Oral nicotine marketing claims in direct-mail advertising.
Article in Tobacco control, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 47 papers.
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Who cites it
47 citing papers in PubMed.
- Appeal and Sensory Characteristics of Oral Nicotine Products in Young Adults Who Vape E-Cigarettes.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2026Trial
- Evaluating the effects of nicotine concentration on the appeal and nicotine delivery of oral nicotine pouches among rural and Appalachian adults who smoke cigarettes: A randomized cross-over study.Addiction (Abingdon, England) · 2024Trial
- Awareness and use of nicotine pouches among adults in the Kingdom of Saudi Arabia.Scientific reports · 2026Article
- Developing Messages to Prevent Smokeless Tobacco and Nicotine Pouch Uptake Among Early Career Rural Firefighters in California: A Qualitative Study.Behavioral sciences (Basel, Switzerland) · 2026Article
- Retail Availability of Oral Nicotine Pouches in Three US Cities: A Geographic Analysis.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2026Article
- The Association Between Product Attributes and Oral Nicotine Pouch Preference-Evidence From Online Stores.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2026Article
- Marketing strategies in business-to-business advertisements for oral nicotine products.Tobacco control · 2026Article
- Marketing of oral nicotine pouches on Malaysian social media and e-commerce websites.Tobacco induced diseases · 2026Article
- Non-Tobacco Nicotine Use and Complications in Free Flap Repair in Head and Neck Cancer.The Laryngoscope · 2025Article
- Receiving coupons and discounts for nicotine pouches is associated with current use of nicotine pouches among United States adults: Results from the population assessment of tobacco and health (PATH) study wave 7 (2022-2023).Drug and alcohol dependence reports · 2025Article
- Tobacco marketing exposure and lifetime and current nicotine pouch use among US youth, 2022.Preventive medicine · 2025Article
- Examining the role of freebase nicotine in the harm reduction potential of oral nicotine pouches versus moist snuff: A randomized crossover trial.Addiction (Abingdon, England) · 2025Article
- Qualitative perspective on nicotine pouches from adults who smoke cigarettes in North Carolina.Tobacco control · 2025Article
- Oral nicotine product marketing expenditures in the USA from 2016 to 2023: trends over time by brand and targeted media outlets.Tobacco control · 2025Article
- Advertising the leading US nicotine pouch brand: a content analysis of ZYN advertisements from 2019 to 2023.Tobacco control · 2025Article
- A comprehensive review on oral nicotine pouches: Available scientific evidence and future research needs.Experimental and clinical psychopharmacology · 2025Review
- The Potential Impact of Oral Nicotine Pouches on Public Health: A Scoping Review.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2025Article
- Assessing Text Messaging Interactivity with a Vaping Cessation Intervention Among Latino Young Adults: A Quantitative and Qualitative Analysis.Substance use & misuse · 2025Article
- Nicotine pouches: a narrative review of the existing literature.Frontiers in public health · 2025Review
- Testing oral nicotine pouches versus nicotine replacement therapy for cigarette harm reduction in Appalachia: The ARISE study protocol.PloS one · 2025Article
Corrections and comments
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Authors and funding
6 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
backgroundLittle is known regarding how oral nicotine products (eg, nicotine pouches, lozenges) are marketed to consumers, including whether potential implicit reduced harm claims are used. In the current study, we explored the marketing claims present in a sample of direct-mail oral nicotine advertisements sent to US consumers (March 2018-August 2020).
methodsDirect-mail ads (n=50) were acquired from Mintel and dual-coded for the following claims: alternative to other tobacco products, ability to use anywhere, spit-free, smoke-free and product does not contain tobacco leaf. We merged the coded data with Mintel's volume estimate (number of mail pieces sent to consumers) and calculated the proportion of oral nicotine advertisements containing claims by category.
resultsOf the 38 million pieces of oral nicotine direct-mail sent to US consumers, most featured claims that the product could be used anywhere (84%, 31.8 million pieces); was an alternative to other tobacco products (69%, 26.1 million pieces); and did not contain tobacco leaf (eg, 'tobacco leaf-free', 'simple' approach of extracting nicotine from tobacco; 55%, 20.7 million pieces). A slightly smaller proportion contained claims that oral nicotine was 'spit-free' (52%, 19.8 million pieces) or 'smoke-free' (31%, 11.7 million pieces).
conclusionOur results provide an early indication of marketing claims used to promote oral nicotine. The strategies documented, particularly the use of language to highlight oral nicotine is tobacco-free, may covey these products as lower-risk to consumers despite the lack of evidence or proper federal authorisation that oral nicotine products are a
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