ZYN Nicotine Pouches Promoted for Recreational Use on TikTok

A recent study published in Nicotine & Tobacco Research[1] examines the growing presence of oral nicotine pouches, particularly ZYN, on the social network TikTok. Conducted by researchers from the University of British Columbia and the London School of Hygiene and Tropical Medicine, the study highlights that these products are largely presented in a positive light on the platform, without any mention of the health risks and addictive nature of nicotine.

The authors used the Apify search tool in July 2024 to collect the URLs and metadata of the 100 most-watched videos on TikTok under the hashtag #ZYN in Canada. The profiles of the content creators, as well as their external sites, were examined for commercial links to nicotine pouch manufacturers.

Communication focused on the availability of aromas and ease of use

The study analyzed the top 100 videos under the hashtag #ZYN, which have garnered over 400 million views and 3.8 million shares. The vast majority of videos (79 %s) portray ZYN and other nicotine pouches in a positive light, often featuring young men using the product in humorous contexts. These videos often emphasize the flavors, ease of use, and perceived social appeal of using the products, without acknowledging the addictive nature of nicotine. Additionally, ZYN was often presented as a product that could be used anywhere, unlike smoking cigarettes or vaping products.

The findings also show that 10 % of TikTok content creators promoting ZYN had direct links to external websites selling nicotine pouches. While TikTok’s policies officially prohibit advertising tobacco and nicotine products, these findings suggest that many influencers are finding workarounds — often using humor, viral challenges, and cultural references to encourage engagement with these products.

No health warning or ban on sale to minors

Although ZYN pouches contain high levels of nicotine and are prohibited for use by people under the age of 21 in Canada, few videos contained a warning about the ban on sales to minors.

The high nicotine content is presented as a concentration factor and only 17 % of the videos contain a health warning. Conversely, ZYN was presented as being used for recreational purposes in almost all videos and was used in combination with alcohol in 8 % of the videos.

Only 5 % of the videos mention ZYN as a potential smoking cessation tool, reinforcing the idea that these products are marketed primarily for recreational use rather than harm reduction according to the authors.

Marketing targeted at young adults

The study also highlights the major marketing segmentation of these products: the content massively targets young people and young adult men. Indeed, 57 % of the individuals presented are in the 20-29 age group. Sports content featuring ZYN was also identified. This is in line with the marketing efforts deployed by the tobacco industry to associate nicotine consumption with a form of virility and improved performance.

The videos also refer to “ZYN Rewards” in 5% of the videos. ZYN Rewards is a loyalty program in which the consumer accumulates points through their purchases of ZYN bags. These promotional programs are particularly popular with these targets. They offer attractive prizes, including Dyson hair styling appliances and barbecues.

Regarding the profile of the people featured, most of the advertising videos feature a man (58%) compared to a woman (25%) and few racialized people compared to white people (4% against 70%).

A similar strategy to promote nicotine pouches globally

These results echo the observations of the National Committee Against Smoking (CNCT) in France, which, through its observatories of advertising on digital channels, has highlighted the extent of the advertising phenomenon associated with nicotine pouches. According to the CNCT, this promotion, largely carried out by the manufacturer British American Tobacco and its VELO brand of pouches, is particularly present on social networks, particularly Instagram. The advertising campaigns mainly highlight the diversity of flavors available, the promotional offers, as well as the possibility of consuming these products in places where smoking or vaping is prohibited. As the study by the University of British Columbia also shows, only a minority of advertisements associate these pouches with an aid to quitting smoking. On the other hand, they essentially present these products as everyday accessories, an element of lifestyle, thus reinforcing their appeal to young consumers. These observations reflect a common strategy of the manufacturers of these products, aimed at renormalizing nicotine consumption among young people and ensuring the sustainability of the market.

AE

[1] Marco Zenone, Bethan Harries, Greg Hartwell, The Promotion of Oral Nicotine Pouches for Non-Smoking Cessation Purposes on TikTok, Nicotine & Tobacco Research, 2025;, ntaf024, https://doi.org/10.1093/ntr/ntaf024