Sold as Less Harmful... US Philip Morris Faces Lawsuit for "Encouraging Youth Smoking"

Nicotine pouch

Global tobacco company Philip Morris International's new type of tobacco product, the 'nicotine pouch,' is facing legal lawsuits in the United States. This is due to concerns that it is as harmful as cigarettes and that its marketing encourages youth smoking.

According to Bloomberg on the 4th (local time), recently, the U.S. law firm Schlesinger Legal Office filed a class-action lawsuit against Philip Morris, claiming that Philip Morris's nicotine pouch product 'Zyn' is as addictive as cigarettes and harmful to younger generations. The defendants also include Swedish Match, a smokeless tobacco manufacturer that sold Zyn to Philip Morris in 2022 for $16 billion.

The nicotine pouch, which looks like a small tea bag, is a new type of tobacco product that is placed in the mouth and absorbed through the gums. It is known to be less harmful than traditional combustible cigarettes and has gained popularity in the U.S. as a cigarette alternative.

There are two main reasons for the lawsuit against Philip Morris's Zyn. First, Philip Morris did not provide warnings about the risks of addiction and harmful effects such as cognitive, cardiovascular, gastrointestinal, and gum diseases. One of the plaintiffs, Bailey Walters, claimed, "After using Zyn, I experienced addiction and dental problems."

Another reason cited is that Zyn's marketing negatively affects youth. Despite delivering more nicotine than cigarettes, Philip Morris benefits from promoting Zyn through TikTok accounts. The lawsuit referenced studies showing that Zyn's marketing has made it popular among teenagers and that nicotine use during adolescence negatively impacts brain development.

Recently, concerns have been raised that American youth can be easily tempted by nicotine pouches, sparking political debates. When Senate Majority Leader Chuck Schumer called for a federal investigation into Zyn's marketing last month, Representative Marjorie Taylor Greene notably advocated for the revival of Zyn. Former Fox News host Tucker Carlson also praised Zyn.

There are expectations that the outcome of this lawsuit could be a turning point in regulating new tobacco products like nicotine pouches. Philip Morris stated, "Nicotine pouches are not intended for people who do not already use nicotine products, nor for those under the legal purchasing age."