6-Methyl-Nicotine: A synthetic molecule present in vaping products and oral pouches

6-Methyl-nicotine (6-MN), also known as Metatine, is a new nicotine analogue recently identified in some vaping products and nicotine pouches. This synthetic molecule, chemically modified by the addition of a methyl group, could have even more potent and addictive effects than traditional nicotine. Its emergence has raised concerns among public health experts, who fear it may be a new way for the tobacco and vaping industries to circumvent existing regulations and attract new users, particularly among young people.

A synthetic molecule designed by the tobacco industry

6-Methyl-nicotine (6-MN) is a synthetic analogue of nicotine, characterized by the addition of a methyl group at the 6-position of the pyridine ring of the nicotine molecule[1]This chemical modification was explored by the tobacco industry as early as the 1970s and 1980s, with the aim of developing alternative compounds that could increase consumer addiction.[2].

More recently, 6-MN has appeared in the vaping and oral pouch market, particularly in the United States and Europe. By 2023, products such as e-cigarette devices Spree Bar[3] have been marketed, containing 6-MN under the brand name MetatinThese products were presented as exempt from U.S. Food and Drug Administration (FDA) regulation, due to the distinct chemical structure of 6-MN compared to traditional nicotine.

At the same time, oral sachets containing 6-MN, marketed under brands such as MG And Hippotine Or Aroma King, were identified in Europe and the United States in 2024. These products, available in several flavors, contain concentrations of 6-MN ranging from 8 to 25 mg per pouch, exceeding the nicotine levels of many traditional nicotine pouches.

Figure 1 - Screenshot of the US website Happyhippo.com

An addictive and toxic potential still poorly assessed

Preclinical studies have shown that 6-MN has an affinity for nicotinic receptors that could be up to 3.3 times higher than that of nicotine.[4]-[5], raising concerns about increased addictiveness and toxicity. In May 2024, the U.S. Food and Drug Administration (FDA) issued an alert regarding the use of synthetic substances, such as 6-methyl nicotine, in some e-cigarettes, stating that it could be more potent and addictive than traditional nicotine.[6].

Its effect on the production of dopamine, a neurotransmitter involved in the reward circuit, could be more intense, which would increase its addictive potential. Recent research has revealed that 6-MN induces an increase in the production of reactive oxygen species in lung cells, promoting inflammation and cellular damage.[7].

One of the main dangers of this new molecule lies in the lack of studies on its long-term effects. Unlike nicotine, whose health consequences are better documented, the chronic toxicity of 6-MN remains poorly understood, raising questions about its safety and the risks it could pose.

A strategy to circumvent nicotine regulations

The appearance of 6-methylnicotine on the market does not seem trivial. This molecule is primarily found in disposable e-cigarettes and nicotine pouches, products that are increasingly popular among young consumers.

Some brands, like Aroma King, are highlighting the absence of nicotine in their products containing 6-MN, even though the latter has similar, if not more powerful, effects. This marketing strategy allows manufacturers to avoid restrictions applied to traditional nicotine products by exploiting a regulatory loophole.

Figure 2 - Photo credit – National Committee Against Smoking

These products are currently being sold on several websites with the label "0 mg (nicotine effect at 5%)", while the packaging of the devices displays "NoNic 20 mg effect", leading to confusion about their true composition. In addition, disposable e-cigarettes NoNic Aroma King products consistently exceed the European 2ml limit for e-liquids. For example, the Aroma King NoNic Galaxy 15000 Puffs and the Aroma King NoNic Boom 20,000 models each have 18ml tanks, thus circumventing current regulatory restrictions.

This process is reminiscent of practices observed in the tobacco industry, particularly with menthol cigarettes. Banned in several countries, including those within the European Union, due to their increased appeal to young people, they have been replaced by alternative devices, such as flavored capsules or menthol-impregnated filters, which make it possible to circumvent the legislation. More recently, in a clear effort to circumvent regulations, manufacturers Philip Morris and British American Tobacco have launched new devices containing tobacco-free "sticks" made from tea leaves impregnated with flavors and nicotine. This innovation comes in the wake of the European directive banning flavors in heated tobacco products. By removing tobacco from the composition while retaining nicotine and flavors, these manufacturers are seeking not only to evade the restrictions imposed by the directive, but also to circumvent the taxation applicable to heated tobacco products in certain European countries.[8].

Today, with the intensification of nicotine restrictions, 6-MN could play a similar role by allowing manufacturers to maintain sales without being subject to the same regulations.

A worrying diffusion on the Swiss market and a regulatory vacuum which favors diffusion

In Switzerland, several products containing 6-methyl-nicotine have already been identified on the market, particularly in disposable vapes and tobacco-free nicotine pouches, AT-Suisse alerts[9]These products, often sold online or in specialized outlets, are sometimes marketed under ambiguous names, emphasizing the absence of nicotine.

The Swiss regulatory framework for 6-MN remains uncertain. While nicotine is subject to specific restrictions, particularly regarding sales to minors and product labeling, no legislation currently explicitly regulates synthetic analogues such as 6-MN. This legal uncertainty, in addition to promoting its accessibility, is the source of several problems: on the one hand, consumers may be misled into thinking they are buying a nicotine-free product when it actually contains a potentially more addictive analogue; on the other hand, the lack of regulation means that no dosage limits are imposed, which could expose consumers to dangerous levels of this substance.

This situation is reminiscent of the early years of the e-cigarette market, where the lack of a clear legislative framework led to a sharp increase in sales before restrictive measures were gradually implemented, AT-Suisse recalls in a recent report. Several public health associations in Switzerland are warning of this risk and calling for an update of regulations to include 6-MN and other similar substances in the existing legal framework.[10].

Misleading marketing rhetoric surrounding the 6-MN in France

Since December 2024, products containing 6-methyl-nicotine (6-MN) have been available in France, notably in tobacconists and on online sites such as NoNic.com. Presented as a safer and innovative alternative to traditional nicotine, these products rely on marketing communications highlighting their "compliance with European regulations and their revolutionary nature."

NoNic positions itself as "the only major legal puff in the European Union", a product resulting from 12 years of research carried out by specialists according to rigorous standards.

Other marketing arguments for NoNic products rely heavily on the rhetoric of harm reduction. By replacing nicotine with 6-methylnicotine, NoNic claims to "reduce toxicity while maintaining consumer satisfaction." This approach is presented as a major advancement in the field of vaping, a "revolution for vapers," by establishing a new, safer standard that complies with legal requirements. The Nonic.com website also highlights the eco-friendly nature of its products, offering rechargeable devices equipped with an innovative battery, thus reducing their environmental impact.

The brand promotes a lack of addiction, claiming that 6-methylnicotine does not have the addictive properties of traditional nicotine. Similarly, NoNic presents its products as a healthier alternative, claiming that 6-MN eliminates the toxic effects associated with nicotine, without providing solid scientific data to support this claim. This approach aims to convince consumers that they are making a safer choice, without taking into account the uncertainties surrounding the long-term effects of this molecule.

However, these marketing arguments are misleading and not based on any solid scientific evidence, according to the National Committee Against Tobacco (CNCT). This narrative, largely based on marketing communications strategies, is actually only intended to offer a new business opportunity for the tobacco and vaping industries. By circumventing nicotine regulations and positioning themselves as a supposedly safer alternative, these products allow manufacturers to attract new consumers while avoiding the restrictions that apply to traditional nicotine.

These products are available in a wide range of flavors—over 40 different aromas—and in formats that allow up to 20,000 puffs, increasing their appeal to consumers, particularly young adults seeking personalized experiences. Minors have easy access to these sites. Furthermore, most of the slogans featured on these sites are laudatory and encourage consumption, emphasizing the product's pleasure and safety. There are also numerous promotional offers, discounts, and loyalty campaigns, making these devices even more attractive, particularly to young adults and teenagers. These aggressive marketing strategies are reminiscent of those already used by the tobacco industry to promote flavored e-cigarettes.

Thus, NoNic does not just offer an alternative to nicotine, but aims to write "new rules" in the vaping industry, by establishing a model presented as "safer, more legal and more innovative".

“Nonic” products promoted on TikTok by influencers in France

The AT-Suisse association recently reported the presence of French influencers promoting "nonic" oral pouches on TikTok. In several videos, one influencer with over 105,000 followers touts these products as nicotine-free, non-addictive, and non-psychoactive, presenting them as ideal for use before a football match or physical activity. This promotional content is accompanied by merchant links directly accessible from his profile, encouraging followers to purchase the products. The influencer in question also uses other channels to disseminate his sales, notably via Telegram and Snapchat.

He presents these sachets in a very positive light, comparing them to everyday consumer products such as coffee, which are supposed to improve concentration and provide a "boost." This trivialization, combined with careful aesthetics and reassuring language, helps normalize the use of potentially addictive substances among an often young and vulnerable audience.

A necessary reaction from the health authorities

Given the risks posed by 6-MN, several measures must be considered to prevent its long-term presence on the market, according to public health associations, including the CNCT. Some experts are calling for an immediate ban on the sale of this substance until its safety has been scientifically proven. Others recommend strengthening nicotine regulations to explicitly include analogues such as 6-MN and prevent their use for circumvention purposes.

Greater transparency regarding the composition of vaping products and nicotine pouches is also essential. Manufacturers should be required to clearly indicate the presence of this substance and its potential effects. Finally, increased awareness among consumers and policymakers is needed to prevent 6-MN from becoming a new public health issue that is ignored due to a lack of information.

The 6-MN molecule perfectly illustrates the tobacco and nicotine industry's ability to adapt to regulatory environments, with the sole objective of recruiting new consumers and preserving its profits. Under the guise of harm reduction, these players misleadingly use scientific arguments to reassure consumers and sow doubt among policymakers about the real dangers of these products. This strategy relies on an increasingly wide range of products, whose marketing arguments are often ambiguous, even misleading. The lack of transparency regarding the composition of these products, combined with deliberately reassuring presentation, misleads consumers, who do not always know what they are actually consuming. Such an approach calls for increased vigilance on the part of civil society and public authorities, and underlines the need for strict regulation of all products produced by this industry.

Only a rapid and coordinated response will prevent the widespread use of this molecule and ensure that the industry's circumvention strategies do not compromise the progress made in the fight against smoking, explains the CNCT. Asked about this, Professor Yves Martinet, President of the CNCT, "The appearance of 6-methyl-nicotine on the market once again illustrates the tobacco and nicotine industry's ability to circumvent regulations to preserve its profits, with disregard for public health. By exploiting legal loopholes, using deceptive marketing arguments, and concealing the true nature of these substances, these players are pursuing a cynical strategy: recruiting new consumers, particularly among young people, while evading regulatory frameworks."

©Generation Without Tobacco

AE

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