Australia: Snus and nicotine pouches promoted as alternatives to smoking on Facebook

Australia's Therapeutic Goods Administration (TGA) has warned that it has not approved any nicotine pouches as a treatment to help smokers quit, after a series of misleading adverts were posted online on Facebook. The adverts also promoted snus tobacco pouches, despite the product being banned in Australia since 1991.[1].

The organization also recalls that the World Health Organization (WHO) has stated that nicotine pouches can induce nicotine addiction and should not be considered as withdrawal products.

Products not authorized for sale in Australia

In Australia, nicotine pouches are subject to the oversight of the TGA, a national regulatory body that oversees the marketing and advertising of therapeutic products. The public agency therefore controls nicotine products, other than tobacco products. Recently, the TGA reiterated its position[2] on nicotine pouches in an online guide, stating that none of the pouches had been assessed for “quality, safety or efficacy” and therefore were not included in the Australian Register of Therapeutic Goods (ARTG). This means that nicotine pouches cannot be advertised and cannot be legally sold to consumers by Australian retailers.

The TGA's approval or authorisation to supply products of this nature would be conditional on the product being sold in pharmacies. Tobacconists, convenience stores and other retailers would not be permitted to sell these products to consumers.

Other ads found on social media also promoted snus, an oral tobacco product similar in presentation to nicotine pouches. These products have been banned in Australia since 1991.

Misleading discourse on social networks

Despite this ban, several advertisements dating from January 2024, stating: “ Nicotine pouches are a therapeutic product that, through oro-mucosal application, helps with smoking cessation and vaping. ", were spotted on Facebook and targeted Australians. A TGA spokesperson told AFP on February 13 that the agency had not approved any nicotine pouches in Australia, adding that there was no evidence they were effective in treating nicotine addiction.

These advertisements also promoted snus. The Australia Tobacco Harm Reduction Association (ATHRA) website states: Scientists believe that snus presents at least 90%, if not 99%, fewer risks than traditional smoking. "However, numerous studies show that snus use promotes oral and pancreatic cancers and can cause damage to the mucous membranes in the mouth. According to Tobacco Tactics, ATHRA receives funding from Knowledge-Action-Change, which in turn receives funding from Philip Morris International's Smoke-Free Foundation. The association campaigns and lobbies for relaxation of regulations for certain tobacco products and vaping products in Australia.

In France, manufacturers of nicotine pouches use a similar discourse to promote their products. On the website nicopouches, for example, we can read: Nicotine pouches are new, convenient and discreet nicotine replacement products that can be used anywhere smoking or vaping is prohibited. "These advertisements are particularly targeted at young people. However, these products are sold illegally in France and do not comply with current legislation concerning nicotine. This situation was highlighted in particular by the National Committee against Smoking as part of its barometers on advertising at points of sale and online.

©Tobacco Free Generation

AE

[1] Facebook adverts mislead on 'benefits' of nicotine pouches, AFP Fact check, published on February 20, 2024, consulted on February 27, 2024

[2] Therapeutic Goods Administration, Nicotine pouches, Australian government website, accessed 27 February 2024