Better than cigarettes, but not harmless: Why the nicotine pouch "ZYN" is considered safer than tobacco

Is "Lower Risk than Tobacco" Good News or a New Gateway to Addiction?—The Ripple Effects of the FDA's Decision on ZYN

The U.S. Food and Drug Administration (FDA) has approved marketing expressions for nicotine pouches "ZYN," indicating lower health risks compared to cigarettes. This applies to 20 types of ZYN products manufactured by Swedish Match USA. As a result, the company can now use statements suggesting that using ZYN instead of cigarettes reduces the risk of oral cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis.

Reading this news alone might make some feel that ZYN has been officially recognized as a "safe nicotine product." However, the core of this decision is not there. What the FDA has approved is not a claim of being "harmless" or "healthy," but a limited explanation of "relative risk reduction when completely switching from cigarettes."

In other words, the debate over ZYN is not a simple binary choice. For smokers, it may reduce exposure to harmful substances from combustion. On the other hand, for those who do not already use nicotine, especially young people, it could become a new gateway to addiction. The FDA's decision highlights this duality to society.

What is ZYN?

ZYN is a small white pouch-like nicotine product used in the mouth. Users place the pouch between their upper lip and gums, absorbing nicotine through the oral mucosa. Unlike cigarettes, it does not require lighting and produces no smoke. The absence of tobacco leaves also distinguishes it from traditional chewing tobacco and snus.

The characteristics of being "smokeless," "less odorous," and "less conspicuous" are major reasons for ZYN's rapid spread. It can be used without going to a smoking area, does not emit smoke to the surroundings, and leaves less odor on clothes and hair. These conveniences appeal to adult nicotine users.

However, this ease of use also poses risks. Not needing to choose a place to use it means it can be used more frequently. The lack of smoke makes it less noticeable to those around, raising concerns about detecting use among young people.

FDA Recognizes "Relative Low Risk," Not "Safety"

The FDA's decision treats ZYN as a "modified risk tobacco product." This system allows certain claims to be displayed if a product potentially lowers health risks compared to other tobacco products under specific conditions.

The FDA concluded that ZYN might reduce exposure to harmful chemicals if completely switched from smoking cigarettes. Cigarettes produce numerous harmful substances by burning tobacco leaves. Many cancer, cardiovascular, and chronic respiratory disease risks are associated with this combustion and smoke.

ZYN does not involve combustion. Therefore, the explanation that it poses lower risks compared to cigarettes has scientific grounds. However, the important condition here is "when completely switched from cigarettes." Simply using ZYN alongside cigarettes or slightly reducing the number of cigarettes smoked may offer limited health benefits.

The FDA also states, "There is no safe tobacco product." The greatest health benefit for adult smokers is to completely quit using all tobacco and nicotine products. However, if quitting is difficult, completely switching from cigarettes to products like ZYN could be a harm-reducing option.

Why Harm Reduction Advocates Welcome the Decision

On social media, those supporting harm reduction have reacted positively to the decision. Their argument is relatively straightforward. While nicotine itself is addictive, the biggest issue with cigarettes is the smoke and harmful substances produced by combustion. Encouraging smokers to switch to lower-risk products could be a public health benefit.

From this perspective, providing accurate information about products like ZYN to adult smokers is crucial. If cigarettes and nicotine pouches are discussed as equally dangerous, smokers might think, "If both are dangerous, I might as well stick with familiar cigarettes." Conveying the risk difference is necessary to guide them to less harmful choices.

Some experts and users have expressed reactions on social media, stating, "It offers more realistic options for smokers," and "The recognition of relative risk by regulatory authorities is significant." In the U.S., where health damage from cigarettes remains a major public health issue, offering alternatives to those who have failed to quit smoking is significant.

Why Public Health Organizations Are Cautious

On the other hand, strong concerns have been raised by public health and anti-smoking organizations. They are worried that ZYN could be misunderstood as a "safe product."

Nicotine is a highly addictive substance that acts on the brain to create cravings. Particularly for young people, exposure to nicotine during brain development can negatively affect attention, learning, mood, and impulse control. Just because there is no smoke does not mean the effects of nicotine disappear.

The American Lung Association warns that even if nicotine pouches or drinks are marketed as "smoke-free," "smokeless does not mean harmless." Since it is absorbed through the oral mucosa, depending on usage and product, it can lead to high concentrations of nicotine intake, addiction, increased blood pressure, and oral issues.

On social media, anti-smoking and public health accounts express concerns like, "This could become a new marketing weapon targeting young people," and "The phrase 'approved by the FDA' might spread independently." There are particular concerns that flavors like mint, cinnamon, coffee, and citrus, even if intended for adults, could appeal to young people.

Youth Usage Rates Are Low but Not Negligible

According to the FDA's National Youth Tobacco Survey, the usage rate of nicotine pouches among middle and high school students is projected to be 1.7% by 2025. While this is lower than e-cigarettes and described as "low and stable," 1.7% is not zero. This translates to approximately 460,000 students currently using them.

Furthermore, among young people using nicotine pouches, ZYN was the most reported brand. This indicates that ZYN not only has strong brand power in the adult market but is also recognized among young people.

This highlights the complexity of the FDA's decision. Information beneficial to adult smokers could lead young people to mistakenly believe it is "relatively safe" or "an officially recognized product." Public health policy must simultaneously address reducing harm for adult smokers and preventing new use among young people.

Companies Emphasize "For Adult Nicotine Users"

ZYN's official website states that the product is intended for adults aged 21 and over who already use nicotine. There are warnings that it is not intended for minors, pregnant or breastfeeding individuals, or those at risk of heart disease or high blood pressure.

Philip Morris International also emphasizes the importance of adult legal nicotine consumers having access to scientifically accurate information. For the company, the FDA's decision is a significant boost to clearly position ZYN as a "lower-risk alternative to cigarettes."

Market stakeholders are also closely watching this decision. ZYN is already a popular nicotine pouch brand in the U.S., and the approved labeling could further expand its sales. As cigarette sales are expected to decline in the long term, smokeless nicotine products represent a growth area for the tobacco industry.

Polarized Reactions on Social Media

Reactions to the FDA's decision on social media are largely divided into two camps.

One camp welcomes the decision from a harm reduction perspective, saying, "We should accurately convey options that are less harmful than cigarettes," "It's important for adult smokers to know the risk differences," and "We should separate the harms of nicotine and smoke." These opinions focus on the realities of smokers. While the ideal is complete cessation, not everyone can quit immediately. Therefore, they argue, lower-risk options should be recognized.

The other camp focuses on the impact on young people, expressing concerns such as, "The term 'low risk' might be interpreted as 'safe,'" "Expanding flavored nicotine products is dangerous," and "It could become the next JUUL issue." Based on past experiences with the rapid spread of e-cigarettes among young people, public health organizations are sensitive to the marketing of new nicotine products.

General users also express skepticism, saying, "Isn't this just another way for tobacco companies to sell nicotine?" "The explanation 'not safe but better than cigarettes' is confusing," and "Ultimately, the best thing for non-users is not to start."

The discussions on social media indicate that ZYN is not just a new product but a symbolic presence in the debate over nicotine policy itself.

Different from "Smoking Cessation Aids"

There is another point to consider when thinking about ZYN: it has not been approved as a smoking cessation aid.

Nicotine gums and patches are treated as medications intended for smoking cessation. In contrast, ZYN is a consumer product containing nicotine and is not a smoking cessation treatment. Therefore, the FDA has not recognized ZYN as a product that can help quit smoking.

Of course, some individuals may have quit smoking cigarettes using ZYN. However, generalizing this to promote it as a "product for smoking cessation" is a different matter. What has been approved is the labeling regarding the reduction of certain disease risks when completely switching from cigarettes, not a guarantee of smoking cessation effects.

Not Just a Foreign Issue for Japan

ZYN is also marketed in Japan as an "oral tobacco pouch." In Japan, heated tobacco products are already widely used, and among smokers, there is high interest in products with "less smoke" and "less odor." If nicotine pouches that can be used simply by placing them in the mouth are added, the usage scenes could further expand.

However, caution is needed in how it is perceived in Japan. Products that do not produce smoke are often viewed positively for causing less nuisance to others. However, this does not necessarily mean that the risk of nicotine addiction for the user is reduced. Cigarettes, heated tobacco, e-cigarettes, and nicotine pouches each have different types of risks. Simply thinking "no smoke means safe" is dangerous.

Especially for young people, the message "better than smoking" could turn into "it's okay to try." Public institutions and media need to emphasize not only the risk differences but also that the target is adult smokers and that non-users should not start.

The Issue Lies in "How Information is Presented"

The most important aspect of the debate over ZYN is not to judge the product itself as good or bad, but how the information is conveyed.

There is no need to hide the risk differences compared to cigarettes from adult smokers. In fact, without accurately comparing risks, the opportunity to transition to less harmful options might be lost.

On the other hand, the term "low risk" is very precarious. People often interpret "relatively safe" as "safe." Especially in advertising and on social media, contexts can be cut out, and only short phrases spread. How the limited labeling approved by the FDA is used in corporate marketing and user posts should be strictly monitored.

The FDA states that if it determines that public health benefits are compromised, such as a significant increase in youth usage, it may revoke the current approval. This decision is not final once made. It is necessary to continue observing what happens in the market, how consumers understand it, and whether youth usage increases.

Who is the "Smoke-Free Future" For?

The tobacco industry is now advocating for a "smoke-free future." From cigarettes to heated tobacco, e-cigarettes, and nicotine pouches. The shift to non-combustion products could indeed reduce some health risks.

However, whether that future is truly for public health or merely a way to prolong the nicotine market in another form remains undecided. Will it serve as a bridge for smokers to quit cigarettes? Or will it become an entry point for non-smokers and young people to become new nicotine users? The evaluation of ZYN will vary greatly depending on how it is used.

The FDA's decision has opened the way for ZYN to be labeled as "lower risk than tobacco." However, this does not mean "anyone can use it." If adult smokers completely switch, it may reduce harm. But for those who do not use nicotine, young people, pregnant individuals, or those with health risks, it is not a reason to start.

The debate over ZYN is likely to grow even larger. The important thing is not to be swayed by flashy advertising slogans and not to lose sight of the significant difference between "low risk" and "harmless."