CONFERENCE PROCEEDING
Case study: Synthetic nicotine pouches – advertising in Brazil through social media
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GGTAB, Brazilian Health Regulatory Agency (ANVISA), Rio de Janeiro, Brazil
Publication date: 2025-06-23
Tob. Induc. Dis. 2025;23(Suppl 1):A168
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ABSTRACT
BACKGROUND AND IMPLEMENTATION CHALLENGES: In Brazil, advertising of tobacco products is prohibited, including on the Internet. The regulatory framework bans tobacco product advertisements that influence the public by associating them with well-being or health. In this study, we report a Brazilian account on Instagram that associates nicotine pouches containing synthetic nicotine with well-being and health. These products are not registered with the health regulatory authority, and it is being introduced for illegal trade in Brazilian territory.
INTERVENTION OR RESPONSE: The advertisement emphasizes the potential benefits of consuming Snus, such as the product does not produce smoke; it is tobacco-free; it reduces exposure to toxins; and it offers flavor. On the other hand, it highlights the harms of consuming tobacco products like filtered cigarettes, which include smoke production; containing tobacco; potential exposure to various toxins; and lack of flavoring. Due to its high price in Brazil, nicotine pouches appear to target a middle- to high-income audience and this specific account, different from others, is therefore not aimed at younger individuals. It is also observed that public comments express a positive interest in the benefits highlighted in the post and mistakenly view this product as a solution to smoking cessation.
RESULTS AND IMPACT: The page has over 2000 followers and follows about 1500 users. Illegally, it incorporates marketing elements to promote nicotine pouches using humor, associations with famous personalities, social highlights, as well as well-being and health.
CONCLUSIONS: This page utilizes elements of persuasion theory and mass communication in marketing to promote the implementation of this product. A prior analysis of these elements can assist in the development of regulations and mechanisms to monitor such irregularities on social media.