Do Zyn, On!, and Other Popular Brands Have More Responsibility Than Just Being Popular Brands?

As nicotine pouches become increasingly popular as an alternative to traditional tobacco products, a concerning trend has emerged: the steady usage of these products among underage individuals. Recent studies reveal that the number of teens using nicotine pouches has remained consistent since 2023, underscoring the need for action from brands and stakeholders alike. This article will delve into the brands popular among underage users, discuss their moral responsibilities, and advocate for proactive measures; referred to as Suo Moto action, within the framework of the #No2Minors initiative in vaping industry.

The Landscape of Nicotine Pouches

Nicotine pouches are tobacco-free, smokeless products designed to deliver nicotine without the combustion of tobacco leaves. These pouches are marketed as a less harmful alternative to smoking, particularly appealing to young users seeking discreet consumption methods. According to the American Journal of Public Health, approximately 1.5 million teens have reported using nicotine pouches in the past year, highlighting the critical need for intervention (American Journal of Public Health, 2024).

Popular Brands Among Underage Users

Several brands dominate the nicotine pouch market and have found popularity among the underage:

1. Zyn: This brand has become synonymous with nicotine pouches, known for its wide array of flavours and vigorous marketing campaigns. Its visibility on social media platforms has significantly appealed to a younger audience.
2. On!: With its sleek design and variety of flavours, On! has captured the youth's imagination, often marketed in ways that resonate with this demographic.
3. Sundown: A newer player in the market, Sundown has quickly gained popularity through vibrant advertising and strategic social media engagement, establishing itself as a fashionable choice for young users.

Possible Reasons for Popularity Among Youth

The appeal of these brands among underage consumers can be attributed to several key factors:

• Flavour Variety: Flavours like mint, citrus, and dessert options are especially enticing to younger users, who prefer these over traditional tobacco tastes. A study by the Campaign for Tobacco-Free Kids (2020) indicated that flavoured products significantly increase youth experimentation with nicotine.
• Aggressive Marketing Strategies: Brands often exploit platforms like Instagram and TikTok to reach younger audiences. The use of influencers and aesthetically pleasing content creates a community feel that normalises nicotine pouch use.
• Perceived Safety: There's a common misconception among young people that nicotine pouches are a safer option than smoking, which encourages experimentation. Research suggests that this misunderstanding about the safety of nicotine products can lead to increased usage among adolescents (U.S. Food and Drug Administration [FDA], 2023).

Moral Responsibility of Brands

Brands leading the nicotine pouch market hold a substantial moral obligation to tackle the issue of underage use. This responsibility transcends profit-making; it concerns the health and welfare of young consumers.

1. Ethical Marketing Practices

Brands must adopt marketing practices that do not target minors:

Channel Restrictions: Advertising should be avoided on platforms with significant underage audiences. By targeting only adult consumers, brands can make a clear distinction regarding intended users.

Influencer Engagement: The selection of influencers should exclude those with predominantly young followers. Instead, partnerships should align with influencers promoting responsible adult content.

2. Implementing Robust Age Verification

Age verification must be stringent to prevent underage access:

Advanced Technology: Investment in technology that effectively verifies age both in physical stores and online. Research by Klein et al. (2022) demonstrated that effective age verification could significantly reduce minors' access to restricted products.

Staff Training: Enhanced training for employees on responsible sales practices can prevent underage purchases, ensuring they request and verify identification.

3. Public Education Initiatives

Brands can significantly contribute to public awareness:

Joint Campaigns: Collaborating with health organisations on campaigns can counteract the spread of misinformation about nicotine pouches, emphasising the risks of addiction in youth (Gonzalez et al., 2023).

Educational Content: Developing materials that highlight the dangers of nicotine, aimed at both the youth and their guardians, using engaging narratives.

The Need for Suo Moto Action

Suo Moto action, or taking initiative independently, is essential for brands to address underage nicotine use proactively.

Steps for Brands to Consider

1. Voluntary Flavour Limitations: By reducing or altering the flavour profiles that appeal to youth, brands can lessen the allure of these products to minors. Studies show that flavour bans can decrease youth usage rates (Hammond et al., 2022).
2. Transparent Marketing Policies: Companies should declare and adhere to marketing policies that stress ethical advertising, enhancing consumer trust through transparency.
3. Community Engagement: Engaging with communities to understand and tackle the issue of youth nicotine use through educational workshops and partnerships with educational institutions.
4. Research and Development: Funding research to understand the impact of nicotine pouches on youth, thereby informing strategy adjustments.
5. Health Authority Collaboration: Working closely with public health bodies can enhance the reach and impact of health initiatives, leveraging their expertise for broader effect.

The persistent use of nicotine pouches by minors is a pressing public health issue. As leading and popular brands, Zyn, On!, and Sundown have a more moral imperative to take proactive steps in combating this trend.

The call for Suo Moto action is imperative for brands wishing to responsibly navigate a market that significantly affects young lives. Through a concerted effort under the #No2Minors initiative, there's an opportunity to shape a healthier future and minimise nicotine addiction risk.

The evidence from various studies and reports underscores the urgency of addressing underage nicotine pouch usage through a multifaceted approach:

• Marketing and Accessibility: There's a clear need for brands to adopt more responsible marketing strategies that do not inadvertently appeal to minors. The flavours, packaging, and social media presence of these products have undeniably contributed to their allure among young users, necessitating a reevaluation of how these products are advertised and sold.Regulation and Policy: Regulatory bodies, including the FDA, must enhance their vigilance. The issuance of warnings and the push towards stricter age verification technologies are steps in the right direction, but these efforts need to be more robust and proactive. Policies should also consider the impact of flavour bans, pricing strategies, and the inclusion of all nicotine products in tobacco-free policies to curb youth initiation.
• Education and Awareness: Education initiatives are crucial. These programs must not only highlight the risks associated with nicotine use but also debunk myths surrounding the 'safety' of nicotine pouches compared to traditional smoking. Collaborative campaigns involving health organisations can amplify this message, ensuring it reaches and resonates with both youth and their guardians.
• Brand Responsibility: The moral and social responsibility of nicotine pouch brands cannot be overstated. Suo Moto actions, where companies voluntarily restrict appealing flavours, engage in transparent marketing, and invest in research to genuinely understand and mitigate their products' impact on youth, are imperative. Brands must pivot from being part of the problem to leaders in the solution, ensuring their products do not become a gateway to nicotine addiction for the younger generation.
• Future Directions: As we move forward, continuous research into the long-term effects of nicotine pouches, coupled with real-time monitoring of youth consumption patterns, will be essential. This data should inform adaptive strategies that keep pace with the evolving market and youth culture.

While nicotine pouches might offer a less harmful alternative for adult smokers looking to quit, their introduction into the market must be managed with utmost caution to prevent a new wave of nicotine addiction among the youth. The collective effort of brands, regulators, educators, distributors, retailers and the community at large is needed to steer this trend towards a healthier future, ensuring that the allure of convenience and flavour does not undermine decades of progress in reducing youth nicotine addiction.