ArticleNicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco2026
The Promotion of Oral Nicotine Pouches for Non-Smoking Cessation Purposes on TikTok.
Article in Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 11 papers.
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Who cites it
11 citing papers in PubMed.
- Nicotine Pouch Advertising and Sales in Australia: A Qualitative Study of Younger People's Experiences.Health promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals · 2026Article
- Applying the Vertically Integrated Project Model to Youth-Inclusive Social Media Coding of Zyn-Related YouTube Shorts: Methodological Case Study.JMIR infodemiology · 2026Article
- #NoIDVape: A content analysis of illicit vape messaging in young people's information sources.Addiction (Abingdon, England) · 2026Article
- Oral nicotine pouch continuity programmes and US college students' intention to use.Tobacco control · 2026Article
- Reviewing ecosystems of evidence: synthesising the evidence on the commercial determinants of health from a complex systems perspective.Systematic reviews · 2026Article
- Emerging use of oral nicotine pouches among Canadian adolescents: Findings from the COMPASS-Quebec study.Canadian journal of public health = Revue canadienne de sante publique · 2026Article
- Instagram Memes of Oral Nicotine Pouches: Content Analysis Study.Online journal of public health informatics · 2026Article
- Patterns of tobacco product use among US adults who use nicotine pouches and the association between nicotine pouch use and tobacco product use cessation.Tobacco control · 2026Article
- Oral nicotine pouches have arrived at U.S. college campuses.Journal of American college health : J of ACH · 2026Article
- Marketing of oral nicotine pouches on Malaysian social media and e-commerce websites.Tobacco induced diseases · 2026Article
- Examining How Oral Nicotine Pouches Are Trending on TikTok: A Qualitative Descriptive Study.JMIR formative research · 2025Article
Corrections and comments
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Authors and funding
3 authors.
Funding
Abstract
introductionOral nicotine pouches (ONPs) are increasingly prevalent among young people and feature widely within social media content. This study systematically analyzes the most viewed videos on TikTok relating to ZYN (the most popular ONP, manufactured by a subsidiary of Philip Morris International) to understand their content sentiment and patterns, as well as the demographics and potential commercial biases of their creators. AIMS AND
methodsWe used an Apify scraper in July 2024 to collect URLs and metadata for the top 100 most viewed videos on TikTok under the #ZYN hashtag. Profiles of content creators, plus their externally linked sites, were examined for commercial connections to ONP entities. We then undertook an inductive manifest content analysis.
resultsThe top 100 TikTok videos identified garnered over 400 million views and over 3.8 million shares. A total of 10.3% (n = 9) of content creators had an external link to a website that sold ONPs. Videos predominantly indicated positive sentiment toward ZYN products or other ONPs (79%), and portrayed young men enthusing about the products, often employing humor. ZYN products are featured directly in 71% of videos. Few videos contained disclaimers or warnings about potential risks of ONPs and only 5% portrayed ZYN as a vaping or smoking cessation tool. DISCUSSION: Our findings suggest the most widely viewed content relating to ZYN on TikTok is overwhelmingly positive in sentiment, commonly featuring young men and often portraying ONP use in a humorous context, minimizing risks. Many content creators actively sell ONP products through TikTok, some overtly and some via external links. IMPLICATIONS: ZYN oral nicotine pouches are presented positively and primarily for recreational purposes on TikTok. Few videos referenced ZYN for smoking cessation purposes or mentioned the risks of nicotine. 10.3% of the creators linked their profile to an external website selling oral nicotine pouches, which appears inconsistent with TikTok's policies. The use of humor and downplaying or omission of addiction and health risks across most of the sample echoes marketing efforts by the tobacco industry to present oral nicotine pouches as fun and safe.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.