The FDA allows Philip Morris-owned Zyn to be marketed as a less harmful cigarette

The Food and Drug Administration on Tuesday cleared it Philip MorrisZyn-owned Zyn nicotine pouches will be advertised as less harmful than cigarettes, giving the tobacco giant a major regulatory boost as the Trump administration loosens restrictions on nicotine products.

The decision, first reported by Axios, allows 20 Zyn products to carry a modified risk claim saying that switching from cigarettes to Zyn lowers the risk of oral cancer, heart disease, lung cancer, stroke, emphysema and chronic bronchitis.

Zyn pouches contain nicotine but not tobacco. They are placed between the tuner and the user’s lip and have grown in popularity among conservatives, technology workers and others promoting them as a clean alternative to cigarettes and chewing tobacco or a production aid.

The FDA’s decision does not mean Zyn is safe. The agency said that there is no such thing as safe tobacco, that young people should not use tobacco products and that adults who do not use tobacco should not start.

Still, the order gives Philip Morris a strong health-related claim for one of the fastest-growing products in the nicotine market, as cigarette sales continue to decline in the US and major tobacco companies invest heavily in smokeless products.

President Donald Trump, who supported restrictions on flavored e-cigarettes during his first term, canceled the study during the 2024 campaign and promised to “save vaping.” Since returning to office, his administration has taken a pro-industry approach, including creating a way for flavored e-cigarettes and nicotine pouches to remain on the market while they are being tested by the FDA.

The change followed heavy lobbying from the tobacco and vaping industries, which argued that older smokers needed more access to less harmful alternatives to tobacco.

The White House did not immediately respond to a request for comment.

Zyn has also become a cultural icon in conservative politics. Former Fox News host Tucker Carlson helped popularize the far-right brand before later ditching Zyn and launching his own brand of nicotine pouch, Alp.

Nicotine bags have also found supporters within Trump’s orbit. The Wall Street Journal reported that Health and Human Services Secretary Robert F. Kennedy Jr. he uses nicotine pouches and that Trump recently asked Kennedy what pouches he uses after lunch with tobacco officials.

The FDA had already approved 20 similar Zyn products by January 2025, but that earlier decision did not allow Swedish Match, the Philip Morris subsidiary that makes Zyns, to market them as reducing disease risk. Tuesday’s order continues by allowing the company to make the claim that it has a lower risk associated with many smoking-related diseases.

Products included in the order include Zyn Chill, Cinnamon, Citrus, Coffee, Cool Mint, Menthol, Peppermint, Smooth, Spearmint and Wintergreen, each with 3-milligram and 6-milligram nicotine strengths.

The FDA and Phillip Morris did not immediately respond to requests for comment.