Advertising the leading US nicotine pouch brand: a content analysis of ZYN advertisements from 2019 to 2023.

ABSTRACT:

Background

ZYN 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.

Methods

We 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.

Results

Most 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 marketin

SUBMITTER: Lyu JC 

PROVIDER: S-EPMC12379097 | biostudies-literature | 2025 May

REPOSITORIES: biostudies-literature