By training, I’m a scientist. For most of my career, I worked in the research and development of smoke-free products. I am also a former smoker.

PMI affiliates, like Swedish Match, are working to replace cigarettes with smoke-free alternatives. These products, such as nicotine pouches, are a better choice than continuing to smoke. In fact, it is products like this that helped me leave cigarettes behind 10 years ago.

I’ve noticed a lot of things being said right now about ZYN, an important product because adults deserve alternatives that are a better choice than continuing to smoke. I want to make sure everyone knows the facts.

These products are highly regulated—and rightly so. 

We make sure that our subsidiaries and partner organizations follow the law and voluntarily do more than regulations require. For example, digital channels are age-gated to 21-plus. The marketing and sale of ZYN is restricted to those of legal age—which is 21 in the U.S.. Swedish Match does not use social media influencers. Beyond that, marketing is limited to those who would otherwise continue to smoke or use nicotine products.

Perhaps people don’t realize it, but ZYN has been available in the U.S. for almost 10 years. Government data shows that underage use is extremely low. It is encouraging to see discussion around the need for smoke-free products. This is an issue that is important to get right.

An important part of this story is what these products are replacing. We believe that by working together, we can look forward to a future without cigarettes — one in which we continue to guard against underage access AND provide accurate information about products that help adults move away from cigarettes for good.