Meet "Zynfluencers": Smokeless nicotine pouches are having a moment

Zyn, a smokeless nicotine pouch, has gained popularity on TikTok and among college students, raising concerns similar to the teen vaping boom. Despite its intended use for adult smokers, Zyn has attracted underage users, prompting Congressional and FDA investigations. The FDA acknowledges reports of increased nicotine pouch use among youth and has issued warnings to retailers allegedly selling to minors. However, regulators have faced criticism for not addressing the accessibility and visibility of nicotine products, as evidenced by the FDA's recent rescission of a marketing ban on Juul e-cigarettes and authorization of menthol e-cigarettes for adults. Experts emphasize that products intended for smoking cessation can entice young users when readily available, potentially reversing declines in tobacco use. While youth e-cigarette usage has declined, nicotine pouch use among middle and high school students remains concerning.