Baltimore, U.S., Targets Philip Morris Over ZYN Marketing to Youth

Key points of focus:

1.The city of Baltimore alleges that ZYN's marketing strategy for nicotine pouches specifically targets minors.

2.The lawsuit highlighted ZYN's false advertising and its potential health risks.

3.The mayor stressed that the city government will resolutely combat this unethical market behavior.

4.PMI stated in response that it has not received any complaints and emphasized that its marketing is only targeted towards adults aged 21 and above.

According to a report from CBS News, the government of Baltimore, United States has filed a lawsuit against the owner of ZYN nicotine pouches, alleging that they specifically target children through deceptive marketing tactics, in violation of the city's consumer protection laws.

The lawsuit specifically named the following companies: Philip Morris International, Inc., Swedish Match North America LLC, and Swedish Match USA, Inc.

According to the lawsuit documents, these companies are accused of targeting children and teenagers through the marketing of different flavors of Zyn, promotions on social media, and false advertising.

Mayor Brandon Scott stated:

The manufacturer of ZYN prioritizes profit over the health and safety of Baltimore citizens, especially our children. My office will not stand idly by.

He pointed out that these nicotine pouches are highly addictive. The city government further accused these companies of inaccurately promoting ZYN as a smokeless tobacco product and failing to warn consumers of its increased nicotine absorption compared to traditional cigarettes. According to the lawsuit, the companies attract and retain young customers through reward programs that offer discounts, free products, and exclusive events.

The definition of ZYN nicotine pouches is to place them between the lip and gum to deliver nicotine into the bloodstream. The pouches contain stabilizers, fillers, pH regulators, flavorings, sweeteners, and nicotine salts.

In January 2025, the FDA approved the sale of twenty different flavors of nicotine pouches, marking the first time the regulatory agency has allowed nicotine pouches to be sold as alternatives to cigarettes.

Despite ZYN's warning labels clearly stating that the product is not intended for minors, pregnant or breastfeeding women, as well as individuals with risk factors for heart disease or high blood pressure, a lawsuit in Baltimore City still compares the addictive nature of nicotine to cocaine and heroin, citing Senator Chuck Schumer's statement referring to ZYN products as a "pouch packed with problems".

Although some argue that nicotine pouches can help smokers reduce their smoking, many others are concerned about their health risks. Some experts point out that cardiovascular and oral health risks increase and toxic chemicals may damage gums or lead to infection or cancer.

PMI stated in a declaration:

While we have not received any complaints and cannot comment at this time, we can assure you that the interests of Philip Morris International (PMI) and its affiliated companies will be vigorously defended. ZYN is intended for adults 21 and older - indeed, it is the only nicotine pouch product authorized by the U.S. Food and Drug Administration (FDA). We are committed to responsible marketing practices, targeting only adults 21 and older.

The company stated that the manufacturer of ZYN, Swedish Match, will not use American social media influencers or anyone under the age of 35 in their marketing strategy.