Zyn Nicotine Pouches Lawsuit Alleges Tobacco Product Is Marketed to Minors

Florida woman claims manufacturers’ targeted and deceptive marketing practices caused her to become addicted to Zyn nicotine pouches while she was still a minor.

A lawsuit filed against the makers of Zyn nicotine pouches claims the product caused a woman to become addicted to nicotine as a teenager, leading to ongoing dependence and a myriad of potential health issues.

The complaint (PDF) was brought by Alannah Friedman in the U.S. District Court for the Southern District of Florida earlier this month, naming Philip Morris International, Inc., Swedish Match North America, LLC, Swedish Match USA, Inc., Philip Morris Global Brands, Inc., and PMI Global Services, Inc. as defendants.

Zyn nicotine pouches are smokeless, tobacco-free products designed to be placed between the upper lip and the gum, where they can deliver nicotine through the lining of the mouth.  While the products do not contain tobacco leaves, they are made of nicotine mixed with other ingredients to create a discreet and smokeless way to absorb nicotine into the bloodstream.

Zyn pouches have surged in popularity among teens and young adults in recent years, raising growing concerns about addiction risks and the way these products are marketed.

Amid these growing concerns, a number of Zyn pouch lawsuits like Friedman’s have been filed against the manufacturers in recent months, each raising similar allegations that the Zyn pouches are deceptively marketed toward teens and falsely promoted as nicotine-cessation tools, ultimately fueling a new wave of nicotine addiction among adolescents.

According to her lawsuit, Friedman began using Zyn nicotine pouches when she was only 17 years old, claiming that she is now addicted to nicotine and has suffered personal injuries as a direct result of her use, including continued use of the pouches themselves.

In her complaint, Friedman alleges that Zyn intentionally targeted minors and young adults through flavored varieties like spearmint and wintergreen, packaging designed to resemble mint containers, and widespread marketing on social media. The lawsuit points to the use of influencers, referred to as “Zynfluencers”—and hashtags like “#Zynbabwe” to appeal to younger audiences and promote the product in a playful, trend-driven manner.

As a direct result of the company’s alleged controversial and aggressive marketing messages, Friedman claims that she came to believe Zyn was not a tobacco product and would not be harmful to her health, both of which are false statements, according to the lawsuit.

Instead, the lawsuit points out that Zyn’s nicotine is indeed derived from tobacco, and that nicotine exposure during adolescence can have adverse mental health effects, as well as physical health consequences, including cardiovascular, respiratory, reproductive and gastrointestinal disorders, various cancers, gum damage and periodontal disease.

In fact, Friedman’s complaint alleges that producers of nicotine products deliberately target youths and young adults, due to the difficulties of overcoming nicotine addiction potentially leading to them becoming lifelong users.

“Zyn is unreasonably dangerous, and therefore defective, particularly for youth,” Friedman stated in her complaint. “Chief among the reasons is that Zyn creates and sustains an addiction to nicotine. Nicotine is a drug that is as addictive as heroin and cocaine.”

Friedman is raising allegations of design defect, strict liability, failure to warn and negligence against the manufacturers. She is seeking damages to compensate for injuries, as well as punitive damages.