FDA Review of New Zyn Advertising Proposal

Introduction to Zyn

The Food and Drug Administration is holding a public meeting to consider whether Philip Morris International can advertise its Zyn nicotine pouches as a less-harmful alternative for adults who currently smoke cigarettes. Zyn contains nicotine powder and comes in 10 flavors, including mint, coffee, and citrus. Nicotine pouches have been a rare source of growth in the tobacco industry, where companies have struggled to replace shrinking revenue from cigarettes, chewing tobacco, and other legacy products.

Background on Zyn’s Review

Philip Morris asked the agency to approve new marketing language for Zyn, emphasizing its relative health benefits when compared with cigarettes. Specifically, the company wants to say that using Zyn reduces the risk of “mouth cancer, heart disease, lung cancer, stroke” and other smoking-related diseases. Last January, the FDA officially authorized Zyn to remain on the market after years of federal review, saying company data showed the small pouches are less harmful than cigarettes and other traditional tobacco products.

By MATTHEW PERRONE, AP Health Writer
WASHINGTON (AP) — Americans who smoke may soon be hearing a lot more about Zyn, the flavored nicotine pouches that have generated billions in sales while going viral on social media.

Why is FDA Reviewing Zyn Now?

The FDA is reviewing Zyn now because Philip Morris wants to use new marketing language that emphasizes the product’s relative health benefits. The company wants to say that using Zyn reduces the risk of smoking-related diseases. Adding that language to Zyn marketing and promotional materials would further cement the brand in the United States, where it dominates sales of nicotine pouches.

How Popular is Zyn?

Less than 1% of U.S. adults use nicotine pouches, but the products make up the fastest-growing segment of the tobacco market. Within the market for nicotine pouches, Zyn is the overwhelming U.S. leader. Last year, it had more than $3.24 billion in sales, or more than two-thirds of the market, according to Nielsen data analyzed by Goldman Sachs.

What’s the Evidence?

FDA scientists appear poised to sign off on the company’s proposal, according to a preliminary review posted by the agency. After evaluating “the totality of the evidence,” FDA tobacco staffers said the statement that Zyn reduces the risk of smoking-related illnesses is “scientifically accurate.” The company already sells a similar oral tobacco product, snus, a type of tobacco pouch popular in Sweden and other Scandinavian countries. Studies in those countries have consistently shown lower rates of lung cancer, mouth cancer, and related diseases among snus users when compared with smokers.

What About Underage Use?

In addition to considering potential benefits for adult smokers, the FDA is required to review the potential harms to young people and nonsmokers who may begin using it. Anti-tobacco groups have pointed to worrying signs: videos from “Zynfluencers” and other young people using the pouches have racked up tens of millions of views on social media platforms in recent years. Despite such trends, teenage use of nicotine pouches remains relatively low at 2.4% of high school students, according to the latest federal survey data.

What Happens Next?

The FDA panel of independent public health experts are set to debate and make recommendations on these issues and others at Thursday’s all-day meeting. The FDA is not bound by that advice and is under no deadline to make a final decision.

Conclusion

The FDA’s review of Zyn’s new advertising proposal is a significant development in the tobacco industry. If the FDA approves the company’s request, it could lead to increased marketing and sales of the product. However, the agency must also consider the potential risks to young people and nonsmokers.

FAQs

• Q: What is Zyn?
  A: Zyn is a flavored nicotine pouch that contains nicotine powder and comes in 10 flavors.
• Q: Why is the FDA reviewing Zyn?
  A: The FDA is reviewing Zyn to consider whether Philip Morris can advertise it as a less-harmful alternative for adults who currently smoke cigarettes.
• Q: What are the potential benefits of Zyn?
  A: According to the company, using Zyn reduces the risk of smoking-related diseases such as mouth cancer, heart disease, lung cancer, and stroke.
• Q: What are the potential risks of Zyn?
  A: The potential risks of Zyn include underage use and the potential for nonsmokers to begin using the product.
• Q: What happens next in the review process?
  A: The FDA panel of independent public health experts will debate and make recommendations on the issues, and the FDA will consider their advice before making a final decision.