Recent federal data confirms a significant public health achievement: youth tobacco use in the United States has declined to historic lows. According to the FDA's analysis of the 2025 National Youth Tobacco Survey, current use of tobacco products, combustible tobacco products, and e-cigarettes all decreased between 2022 and 2025. Notably, youth use of nicotine pouches remained low and stable, with 1.7% of students reporting current use in 2025, compared to 1.8% in 2024.
This progress is not accidental. It stems from years of prevention efforts, stricter age restrictions, public education campaigns, and a societal consensus that nicotine products should not be used by minors. However, any youth use remains unacceptable, and continued vigilance is necessary to sustain these gains.
While youth use declines, adult smoking persists as the leading cause of preventable death in the U.S., according to the CDC. Millions of adults continue to smoke despite decades of warnings and cessation campaigns. Complete cessation is always the best option, but for adults who would otherwise continue smoking, access to accurate information about scientifically substantiated smoke-free alternatives is crucial.
In this context, the FDA's recent action on ZYN nicotine pouches is noteworthy. After scientific review, the agency issued modified risk orders for 20 ZYN products, permitting them to be marketed with a specific claim: using ZYN instead of cigarettes reduces the risk of mouth cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis. This does not mean ZYN is safe or suitable for non-smokers, but it acknowledges the relative harm reduction for adults who switch completely.
Nicotine products are addictive and not risk-free, and they are not intended as cessation aids. However, policy should recognize the significant risk differences between combustible cigarettes and smoke-free alternatives.
PMI U.S., the maker of ZYN, emphasizes that these products are for current nicotine consumers aged 21 and older, not for youth, non-users, or those trying to quit nicotine altogether. The company's responsible marketing practices include featuring only individuals aged 35 or older, requiring age verification for website access, limiting social media to age-restricted platforms, and avoiding influencer endorsements or product placement.
These measures are part of a comprehensive 10-point approach to underage prevention, which includes retail support programs, monitoring of underage-use data, and support for FDA enforcement.
The challenge now is to protect the progress made with youth while addressing adult smoking. A balanced, evidence-based policy should prevent youth initiation and help adult smokers transition to better alternatives. These goals are not mutually exclusive; they require collaborative efforts from regulators, manufacturers, retailers, and public health leaders. The U.S. has shown that with sustained effort, youth tobacco use can remain at historic lows while providing adults with less harmful options.
