The Zyn Craze: Nicotine’s New Disguise

Credit: Alfian Widiantono via Getty Images.

Nicotine’s new face: Zyn, a pouch product has been trending on social media. But is it a health hazard for young people?

By Anissa Durham

When it comes to nicotine, the impact on health — good or bad — depends on which researcher you’re talking to. Enter Zyn, a nicotine pouch that has been on the market for about a decade but recently exploded in popularity on social media. This isn’t your traditional smoke break; instead, it’s a discreet pouch tucked under the lip, slowly releasing nicotine into the system.

So, while public health experts debate whether getting a dose of nicotine through a pouch is simply substituting one unhealthy habit for another, there’s another danger lurking: The way nicotine-based products are often marketed to children and teens.

On TikTok, videos with teens using Zyn have racked up millions of views, even though it’s illegal to sell it to minors. Nicotine, the addictive drug in tobacco, has long been reported to increase the risk of cancer, heart disease, stroke, and birth-related illnesses.

Why this matters: Black adults face disproportionate rates of cancer, cardiovascular disease, depression, and stroke, and 87% of adults tried their first cigarette by age 18. Children and teens are incredibly vulnerable to addictive drugs. But instead of centering the debate on how harmful nicotine is — what’s actually leading kids to get ahold of these drugs?

A few things play a part.

Big Tobacco: The tobacco industry has overwhelmingly spent billions of dollars to market these drugs in a way that attracts teens.
Mental health: There’s a link between youth smoking and depression, anxiety, and stress.
Social media influencers: Anyone can post just about anything on social media. Zynfluencers, as of late, are promoting the product on platforms like Tik Tok — some have accused influencers of targeting a younger audience.
Flavors: Different flavors of the product often appeal to younger people who want to look attractive or cool, Dr. Robert Jackler, a tobacco advertising expert, told Time magazine.

Solutions: Marketing tactics that target teens aren’t going to stop. It’s best to educate teens on the dangers of smoking and get to the underlying roots of why they want to do it. Here are a few tips from the American Heart Association.

Raise cigarette prices. As teens are often financially provided for by a parent or guardian, raising the price can deter would-be smokers.
Limit tobacco marketing. Regulatory initiatives that ban youth-focused marketing efforts help curb the appeal of smoking to young people.
Prepare your children for peer pressure. Help your teens to know what to say when they are offered a cigarette or e-cigarette.

Bottom line: Zyn is just the latest trending tobacco-based product that is appealing to younger people. While the tactics to reach them get stronger, it’s critical to talk to children in your care and community about how to navigate a substance-addicted culture. Especially when Black adults face disproportionate rates of cancer, cardiovascular disease, depression, and stroke.

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