United States: Nicotine pouches promoted for weight loss

In the United States, Zyn (Philip Morris) nicotine pouches are being promoted on social media as the new trendy affordable method for losing weight. Some content creators claim to have lost up to 20 kilos in a month. Doctors warn against this practice and recall the extremely addictive nature of nicotine.

These products, which contain nicotine and flavourings but no tobacco, are placed between the upper lip and the gum, where the nicotine is absorbed. They are very popular with young people due to aggressive marketing on the Internet.

“O-Zyn-pic” a quick and affordable way to lose weight according to influencers

On TikTok and Instagram, influencers are promoting nicotine as the “original Ozempic” and are repurposing Zyn brand nicotine pouches with the hashtag “O-zyn-pic” to refer to the anti-diabetic drug Ozempic. This treatment, which is used to treat type 2 diabetes and is being promoted on social media for rapid weight loss, is currently in short supply in many countries. Nicotine pouches are being presented as inexpensive alternatives (5$ per box of 15 pouches) and available everywhere.

Content creators on social media claim to have lost 10 kilos in a month by using nicotine pouches daily because they supposedly suppress hunger. Diet pages on the social network Reddit are also filled with conversations about Zyn. "I have used Zyn nicotine pouches occasionally over the past few years, but I started using them regularly because they help me focus and curb my hunger.", wrote a Reddit user in the /intermittentfasting thread[1].

There is a lot of misinformation circulating about the positive properties of nicotine pouches without mentioning the risks they present. They are notably presented by athletes as improving endurance and concentration. Few studies exist on these products because they have only very recently appeared on the market. They often contain very high levels of nicotine (up to 20mg/g), which promotes addiction, particularly among adolescents. Dr. Beverly Tchang, an endocrinologist at the Weill Cornell Weight Control Center in New York, said that nicotine is an addictive stimulant and that (unlike Ozempic) has not been the subject of randomized, controlled trials to evaluate its safety and efficacy.

Nicotine has long been falsely marketed as a weight-loss aid. In the 1920s, Lucky Strike cigarettes were marketed as a healthier, less “fatty” alternative to candy, helping smokers “keep a trim figure.” This idea persisted in cigarette advertisements for the next fifty years.

Loyalty offers for Zyn nicotine pouch consumers

Philip Morris rewards consumers of its Zyn sachets with loyalty offers: when purchasing a box of 15 sachets at a price of 4.90 $ - the buyer will generate points (15 points per box). For 5630 points, he can get a pair of Apple AirPods; for 9000 points, a Samsung television, and for 8650 points a pizza oven[2].

Reward programs are federally legal in the United States for tobacco and nicotine products, as long as they do not reward users with more tobacco/nicotine products. Marlboro, which is owned by Philip Morris USA, has a program similar to Zyn’s that gives out Apple AirTags and Visa gift cards to those who buy enough cigarettes. Tobacco industry rewards programs date back to the 1950s, when Raleigh Cigarettes distributed coupons in every pack that could be used to purchase items from its catalog for homeware and jewelry.

This marketing technique is doubly effective for Philip Morris, because it encourages consumers to buy more and more products to receive the prizes, and it also allows consumers to display themselves on social networks next to their gifts. It also targets minors, non-consumers, to buy these products to benefit from the rewards.

©Generation Without Tobacco

AE

[1] Mia de Graaf and Hilary Brueck, Step aside, Ozempic — Zyn is being touted as the new (delusional) weight-loss quick fix, Business Insider, published May 17, 2024, accessed May 21, 2024

[2] Alaina Demopoulos, Use nicotine, win an iPad! Zyn's viral rewards program fuels addiction fears, published on May 20, 2024, consulted on May 21, 2024