USA: Baltimore Sues Zyn Makers Over Youth Marketing

Baltimore City alleges Philip Morris and Swedish Match intentionally targeted teens with Zyn nicotine pouches, seeking to stop deceptive marketing.

The City of Baltimore has filed a lawsuit against Philip Morris International and Swedish Match, the manufacturers of Zyn nicotine pouches, accusing them of intentionally marketing their products to young people to create a new generation of nicotine users. The complaint, lodged in Baltimore Circuit Court on May 7th, seeks civil penalties and an injunction to halt current marketing practices under Baltimore’s Consumer Protection Ordinance.

Lawsuit Claims Deceptive Promotion and Concealed Risks

City officials allege that Zyn, small flavored nicotine pouches dissolved under the lip, are deceptively promoted as “smoke-free” and “spit-free” in appealing flavors like citrus and wintergreen, with a “use anytime, anywhere” message that conceals their addictive potential and targets underage users. The lawsuit claims this is part of a broader Philip Morris strategy, internally dubbed “Project Sunrise,” aimed at rebranding nicotine as a “clean” lifestyle product for a younger demographic as cigarette sales decline.

The complaint details how Zyn’s marketing allegedly employs kid-friendly flavors, misleading “tobacco-free” labeling, social media campaigns with “Zynfluencers,” and a rewards program offering popular gifts. Citing studies, Baltimore officials state Zyn’s popularity has surged among adolescents, with nearly 70% of underage nicotine pouch users preferring the brand, echoing tactics previously seen with JUUL. The city argues the companies failed to disclose health risks like impaired brain development, increased anxiety, and long-term addiction and cardiovascular issues, or implement sufficient safeguards to prevent youth access. Baltimore is pushing for tighter restrictions on Zyn’s marketing and greater transparency about product risks.

News source: Zyn Lawsuit Filed by Baltimore Over Youth Marketing and Nicotine Addiction Risks

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Matthew Ma

Marketing at Ecigator

With over a decade of experience in the e-cigarette industry, Matthew Ma is a seasoned expert in both the manufacturing and usage aspects of vaping products. His extensive background has provided him with a deep understanding of the intricacies and evolving dynamics of e-cigarettes.