Hooking a New Generation: The Deceptive World of ZYN Nicotine Pouches
Introduction
ZYN nicotine pouches have quickly gained popularity, especially among young adults and teens. One study found a staggering 641% increase in sales between 2019 and 2022. These small, discreet pouches come in various flavors, like bubble gum, making them particularly attractive to young consumers. Although ZYN promotes its products as a ‘safer’ alternative to smoking, the reality is that these nicotine pouches pose serious health risks and are part of a long-standing pattern of deceptive marketing by tobacco companies aimed at young people. For decades, Schlesinger Law Offices has been holding Big Tobacco accountable for the devastating harm caused by its products. If you or a loved one have been affected by ZYN’s misleading marketing or are dealing with the health consequences of nicotine addiction, contact us to discuss how we can help you seek justice.
ZYN: Intentionally Addicting a Generation to Nicotine
ZYN nicotine pouches are marketed as a tobacco-free alternative for nicotine consumption. The product is presented as a safer, cleaner way to consume nicotine, which has attracted many users, particularly those looking to quit smoking or seeking a more socially acceptable way to consume nicotine.
Consumers, unfortunately, have been misled. Even though Phillip Morris markets ZYN as “tobacco free”, it is classified by the FDA as a “tobacco product” because ZYN pouches contain nicotine derived from tobacco. The pouches are technically “free” from the tobacco leaf itself but still contain tobacco nicotine – a highly addictive substance that poses its own set of health risks. The notion that ZYN is a “healthier” alternative to smoking is a dangerous misconception that has led many new users—especially young ones—to start using nicotine, often leading to addiction. In fact, research shows that teens can become addicted to nicotine after trying just four cigarettes. What’s more, users can absorb as much nicotine from one ZYN pouch as they can from smoking a single cigarette. This makes ZYN’s campaign—offering a money-back guarantee after trying their pouches for 10 days—especially deceptive and diabolical. Furthermore, ZYN offers at least 10 candy-like flavors that appeal to young people, making it clear that Philip Morris is deliberately targeting our youth. They target children in their marketing efforts, to create ‘replacement users’ to sustain profits as older, addicted customers pass away. They also focus on children because nicotine has a unique effect on adolescent brain development. Early exposure to nicotine alters adolescent brains, increasing dopamine release with each subsequent exposure. This leads to a stronger addiction and makes it incredibly difficult for young people to quit using nicotine.
Read More:
Article: Nicotine and the Adolescent Brain
Article: Designed for Addiction
Legal Challenges: The Class Action Lawsuits
Several lawsuits have been filed against the manufacturers of ZYN, alleging deceptive marketing practices and failure to adequately warn consumers about the risks associated with their product. One notable case was filed by Schlesinger Law Offices on behalf of a user who became addicted to ZYN after being lured in by its enticing flavors and marketing. The lawsuit claims that ZYN was marketed in a way that mirrors the tactics historically used by the tobacco industry to target teens and young adults—by associating the product with themes of independence, rebelliousness, and being “cool.”
The legal complaint also highlights the issue of ZYN being marketed as a nicotine-cessation device, despite lacking any authorization from the Food and Drug Administration (FDA) or evidence to support such claims. In fact, truthinitiative.org says:
“Oral nicotine pouches are not the same as nicotine replacement therapy (NRT) like nicotine lozenges or gum. NRT includes medications that are approved and regulated by the FDA. Decades of research, as well as a 2020 report from the Surgeon General, confirms that NRT is safe to use (even long-term) and is an effective way to quit tobacco products for good.”
Misleading advertising tricks consumers into believing that ZYN can help them quit smoking when, in fact, it seems to simply replace one form of nicotine addiction with another. A study, published in Preventive Medicine, found that 73% of young people that use oral nicotine pouches also smoke cigarettes, and nearly half of those vape nicotine. Only about 10% of smokers who use ZYN to quit are successful, and most continue using ZYN afterward.
The Rise of Zynfluencers
A concerning development in the marketing of ZYN is the rise of so-called “Zynfluencers” on social media platforms. These influencers, often young adults, promote ZYN pouches to their followers, showcasing the product in trendy and appealing ways. This has led to a cultural phenomenon where using ZYN is seen as “cool,” further encouraging its use among teens.
Despite the manufacturers’ claims that their marketing is aimed at adults and that they do not employ social media influencers, the reality on platforms like Instagram and TikTok tells a different story. Despite their claims, ZYN ran a 2019 contest awarding prizes for the best videos showcasing ‘What ZYN means to me,’ effectively rewarding social media influencers for creating enticing content. Using these Zynfluencers, who are followed mainly by teens, allows Phillip Morris to tap into a younger, more impressionable demographic.
Health Risks: The Uncertain Future
One of the most troubling aspects of nicotine pouches is the uncertainty surrounding their long-term health effects. While nicotine pouches are not inhaled into the lungs like cigarette smoke and e-cigarette vapor, this does not mean they are safe. Nicotine is a highly addictive substance, and its use, particularly in young people, can lead to a range of health issues, including an increased risk of heart disease, respiratory problems, dental issues, neurological difficulties, and psychological effects.
Moreover, the lack of long-term studies on the health effects of nicotine pouches leaves many questions unanswered. For those who have never used tobacco, particularly teens and young adults, the chance of developing a lifelong nicotine addiction is significant. Experts warn that products like ZYN could drive a new wave of nicotine addiction, similar to what was seen with the rise of electronic cigarettes a decade ago (also marketed as a safer alternative to smoking).
Regulatory and Public Health Responses
In response to the growing popularity of nicotine pouches like ZYN, there have been calls for stricter regulation and increased public awareness of the dangers. Senator Chuck Schumer, has urged for a crackdown on these products, particularly due to their appeal to young users. Public health officials and advocacy groups are also pushing for more stringent marketing restrictions and better education for parents and teens about the risks of nicotine addiction. However, the tobacco industry has a long history of staying ahead of public health regulations, often pivoting to new products or marketing strategies as old ones come under scrutiny. For more on this read Professor Stanton Glantz’s blog post about ZYN use and recent changes.
Conclusion
Nicotine pouches represent a new frontier in the ongoing battle against nicotine addiction. While marketed as a safer, tobacco-free alternative, the reality is that ZYN continues the legacy of the tobacco industry by targeting younger users and creating lifelong nicotine addicts. The deceptive marketing tactics, enticing flavors, the “cool” factor, and uncertain long-term health effects make ZYN a significant public health concern. Schlesinger Law Offices has a long, successful history of battling the tobacco industry. If you or your teen has been affected by ZYN’s deceptive marketing and nicotine addiction, contact us to explore your legal options and hold big tobacco accountable.
