ArticleTobacco control2025
Advertising the leading US nicotine pouch brand: a content analysis of ZYN advertisements from 2019 to 2023.
Article in Tobacco control, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 8 papers.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
8 citing papers in PubMed.
- Oral nicotine pouch continuity programmes and US college students' intention to use.Tobacco control · 2026Article
- Narrative Review of Novel Nicotine-Delivery Systems and Emerging Pharmaceuticals for Tobacco Cessation.Medicines (Basel, Switzerland) · 2026Review
- 'ZYN 10 Challenge': illegal marketing of nicotine pouches as smoking cessation aids?Tobacco control · 2026Article
- Association of tobacco and other substance use with nicotine pouch awareness and use in US adolescents.Drug and alcohol dependence · 2026Article
- Patterns and characteristics of nicotine pouch use among adults with a history of cigarette smoking.Frontiers in public health · 2026Article
- Nicotine pouches: A wolf in sheep's clothing.Tobacco prevention & cessation · 2026Article
- Use of nicotine pouches among adults who currently or formerly smoked cigarettes and/or vaped nicotine: findings from the 2022 and 2024 US ITC smoking and vaping surveys.Tobacco control · 2025Article
- Investigating oral nicotine pouch use among adults in Riyadh, Saudi Arabia: prevalence, awareness, susceptibility, and associated symptoms.Frontiers in public health · 2025Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
8 authors.
Funding
Abstract
backgroundZYN is the leading nicotine pouch brand and a predominant driver of nicotine pouch advertising. In November 2022, Philip Morris International (PMI) acquired Swedish Match, the manufacturer of ZYN.
methodsWe conducted a content analysis of 207 US-based consumer-facing ZYN advertisements (ads) from January 2019 to June 2023 to delineate the characteristics of ZYN ads and compare them before and after Swedish Match was acquired by PMI.
resultsMost ZYN ads were on digital media, and nearly all included information on nicotine strength and flavour. Peppermint was the most advertised flavour across time. After the acquisition, ZYN ads included significantly fewer 'tobacco-free' claims, whereas 'spit-free' claims significantly increased. The most common marketing claims were that multiple choices of products were available, followed by easy to buy, change, sales success, ability to use anywhere and improved social interaction before and after the acquisition. The percentages of ads with easy to buy, change and sales success claims, reward programmes and those linked to websites significantly increased after the acquisition.
conclusionsAfter PMI acquired Swedish Match, ZYN ads used 'tobacco-free' claims less frequently. The most advertised marketing claims remained unchanged but were made more frequently in post-acquisition ads. Such claims, together with the promotion of reward programmes and links to websites for easy purchase, may attract young people or those who do not use tobacco to ZYN, indicating a need for increased monitoring and potential restrictions.
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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.