Tobacco-Free Kids Condemns PMI for Marketing Zyn to Youth via F1 Sponsorship

Dec.12.2025

Yolonda C. Richardson, President and CEO of the Campaign for Tobacco-Free Kids, issued a statement on December 10, 2025, condemning Philip Morris International (PMI) for partnering with Ferrari to promote Zyn nicotine pouches on Formula 1 cars. She said PMI’s claim that the sponsorship targets adults is misleading, as F1’s audience has become increasingly young—with over 4 million children aged 8–12 now following the sport.

Key Points

Source: Campaign for Tobacco-Free Kids official statement
Speaker: Yolonda C. Richardson, President & CEO
Target: Philip Morris International (PMI)
Issue: Zyn nicotine pouch branding on Ferrari Formula 1 cars
Main message: PMI’s sponsorship markets to youth and must be stopped

2Firsts, December 12, 2025 – According to a statement from the Campaign for Tobacco-Free Kids, President and CEO Yolonda C. Richardson condemned Philip Morris International (PMI) for partnering with Ferrari to feature Zyn nicotine pouch branding on Formula 1 race cars, saying it directly contradicts PMI’s claims that it does not market to youth.

Richardson said PMI’s justification that the sponsorship targets adults is “laughable,” noting that Formula 1 has heavily expanded its youth audience. The 2025 Global Fan Survey described Gen Z as “shaping the rhythm of modern fandom,” while F1 has partnered with Disney, Lego, and Hot Wheels to appeal to younger fans. Reports indicate over 4 million children aged 8–12 now actively follow F1 in the EU and U.S.

She argued that PMI is fully aware of this demographic shift and that displaying Zyn logos during races exposes millions of young viewers to nicotine marketing that glamorizes addiction. Richardson compared the campaign to historic tobacco sponsorships that helped make Marlboro the world’s most popular cigarette brand. She urged F1 and its partners to end the sponsorship and called on governments to prevent tobacco companies from addicting another generation.

Image source: Campaign for Tobacco-Free Kids

References:

[1] Despite Their Claims Otherwise, Philip Morris Is Marketing Zyn to Young People through Sponsorship of Formula 1 Car

Also Read:

[1] Former Head of FDA’s Tobacco Center, Brian King, Joins the Campaign for Tobacco-Free Kids

[2] PMI Extends Ferrari Partnership to 2026, Bringing ZYN Nicotine Pouches to F1

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