[Six different flavors of Zyn. Photo credit: Siyoon Kim]

The rising popularity of Zyn nicotine pouches on TikTok is contributing to an increase in their use by American teenagers.

Short clips featuring youth using these nicotine pouches have gone viral, amassing millions of views across TikTok and other social media platforms.

According to the 2023 National Youth Tobacco Survey, found that about 400,000 teens, about 1.5% of high school and middle school students, use nicotine pouches and this usage is expected to jump to over 5% in 2024, nearing the 7.7% who use e-cigarettes.

In the past year, Zyn has gained popularity among adolescents and preteens through viral videos on TikTok, mirroring the trend previously seen with e-cigarettes.

Zyn is a nicotine product designed to beinserted between the upper lip and gum, where it thenreleases nicotine into the user's system through oral absorption.

Available in a range of flavors such as spearmint, citrus, peppermint, cinnamon, coffee, menthol and is difficult to detect due to its smokeless nature.

Medical experts express concern that this new product could cultivate a fresh generation of nicotine-dependent adolescents, which is a concern for the near future.

However, the immediate risk for youth is the harmful effects of nicotine itself.

Zyn's manufacturer claims the product is intended for adults 21 and older and employs age verification on their website.

Nonetheless, critics still argue that social media content promoting Zyn is the real issue, potentially reaching younger audiences.

There's a phenomenon of 'Zyn influencers' on social media and these individuals promote the product by showcasing their supposedly exciting social lives, which they attribute to their Zyn usage.

The manufacturer of Zyn claims they do not employ social media personalities to promote their product, and they consistently decline proposals for such promotional collaborations.

The company reaffirmed its focus on consumers aged 21 and above, emphasizing its dedication to creating products like Zyn.

According to the company, these products are backed by scientific evidence as preferable options for those who would otherwise continue to smoke.

Although the U.S. Food and Drug Administration has not yet given Zyn its official stamp of approval, the product is still permitted to be sold to consumers for the time being.

According to the National Youth Tobacco Survey's 2023 findings, approximately 1.5% of young people use nicotine pouches, which is a figure that has remained stable in recent years.

Despite this, the agency reports receiving information suggesting a possible uptick in usage among youth and attributes this to the products' popularity in social media discussions.

In May, The FDA took action against retailers selling Zyn to minors by issuing over 100 warnings and imposing 40 financial penalties.

The agency has publicly announced that it intends to maintain its enforcement efforts against businesses committing such infractions.

Health experts believe additional measures are necessary and urge parents to discuss nicotine's risks with their children.

They advise explaining to kids that while these products might appear trendy, popular, or novel, they carry significant long-term health risks.

Senate Majority Leader Chuck Schumer has been a vocal opponent of Zyn.

The New York senator has raised concerns about the product and advocated for increased regulatory oversight.

Schumer is urging both the Federal Trade Commission and the Food and Drug Administration to address marketing practices and health issues associated with Zyn.

He draws parallels between the risks posed by Zyn and those of e-cigarettes when they first came under scrutiny by regulators and became widespread among teenagers.