ArticleTobacco induced diseases2026
Marketing of oral nicotine pouches on Malaysian social media and e-commerce websites.
Article in Tobacco induced diseases, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
introductionThere are reports of oral nicotine pouches (ONPs) being marketed in high-income countries. The aim of this study was to report online promotions and marketing claims about ONPs in Malaysia, which currently does not regulate nicotine pouches.
methodsWe did a content analysis of ONPs sold on e-stores. We searched the terms: 'Velo', 'Zyn', 'Onz', 'nicotine pouch', and 'oral nicotine pouch' on Google Malaysia, Facebook, Reddit, TikTok, and Instagram during March-April 2024. Three trained coders independently coded the e-stores, using a codebook developed based on previous research. Visual and textual information about brands, prices, discounts, flavors, nicotine strength, and marketing claims, was collected. Results are presented in both descriptive and free text formats.
resultsA sample of 41 e-stores was analyzed. ONP marketing was present on TikTok and e-commerce stores. Brands such as 'Velo', 'Zyn', and 'Boltbe' offered discounts, free deliveries, and an array of flavors, with nicotine strengths of 2-50 mg. All brands displayed nicotine strength (mg). Only 51% of the e-stores explicitly stated that the product contained 'nicotine', and 5% disclosed that nicotine is addictive; 41% of the stores displayed ONPs as 'tobacco-free'. About half of the e-stores had marketing claims of 'product appeal' (56%), 'convenient to use anywhere, everywhere' (46%), and 'smoking cessation' (49%). Age verifications and identification proofs were not available at all, whereas health warnings against usage by minors, non-smokers, and pregnant women, were present on only 5%.
conclusionsOnline marketing and sales promotions were present on e-commerce websites and some social media platforms. The range of flavors and strengths, sales promotions, marketing claims such as appeal and convenience of use, the lack of nicotine disclaimers, and age verification were noted. Surveillance of ONPs is needed to inform regulatory policy.
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