{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,27]],"date-time":"2026-09-27T02:41:57Z","timestamp":1790476917696,"version":"4.1.0"},"reference-count":23,"publisher":"BMJ","issue":"1","license":[{"start":{"date-parts":[[2024,11,28]],"date-time":"2024-11-28T00:00:00Z","timestamp":1732752000000},"content-version":"unspecified","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by-nc\/4.0\/"}],"funder":[{"DOI":"10.13039\/100000054","name":"National Cancer Institute","doi-asserted-by":"publisher","award":["U54CA229973"],"award-info":[{"award-number":["U54CA229973"]}],"id":[{"id":"10.13039\/100000054","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100000002","name":"National Institutes of Health","doi-asserted-by":"publisher","award":["R01DA054993"],"award-info":[{"award-number":["R01DA054993"]}],"id":[{"id":"10.13039\/100000002","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100000002","name":"National Institutes of Health","doi-asserted-by":"publisher","award":["U54DA036151"],"award-info":[{"award-number":["U54DA036151"]}],"id":[{"id":"10.13039\/100000002","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100000002","name":"National Institutes of Health","doi-asserted-by":"publisher","award":["U54HL147127"],"award-info":[{"award-number":["U54HL147127"]}],"id":[{"id":"10.13039\/100000002","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100000026","name":"National Institute on Drug Abuse","doi-asserted-by":"publisher","award":["U54DA046060-01"],"award-info":[{"award-number":["U54DA046060-01"]}],"id":[{"id":"10.13039\/100000026","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["bmj.com"],"crossmark-restriction":true},"short-container-title":["Tob Control"],"accepted":{"date-parts":[[2024,10,25]]},"published-print":{"date-parts":[[2026,1]]},"abstract":"<jats:sec>\n                    <jats:title>Introduction<\/jats:title>\n                    <jats:p>Although the popularity of oral nicotine products (ONPs) such as ZYN and On! is growing globally, there is limited research on their marketing and advertising. This report describes recent ONP marketing communication to retailers. Promotion to retailers can provide insight into new product flavours and styles, as well as future marketing strategies targeting consumers.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>We obtained all unique ONP print and online advertisements (ads) (N=50) targeted towards US businesses between January 2016 and August 2022 from Vivvix (formerly Numerator Ad Intel). Two independent reviewers coded for type of ONP, brand, nicotine strength(s), flavour(s), slogan(s), claim(s) and frequency of each component.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>\n                      Most ads featured nicotine pouches alone (52%), while 22% featured a mix of ONPs including pouches, tablets and lozenges. By brand, Rogue constituted 36% of ads, followed by Zyn and On! (16% each). Most (82%) ads featured at least one cooling flavour and 48% displayed at least one fruit flavour. Wintergreen flavour appeared most frequently (48%). Most (72%) ads contained a slogan, which frequently highlighted convenience of use (eg, \u2018\n                      <jats:italic>Chew on this Anywhere\u2026 Anytime\u2019<\/jats:italic>\n                      ), bypassing current restrictions on other tobacco and nicotine products use (eg, \u2018\n                      <jats:italic>Laughs at no smoking signs<\/jats:italic>\n                      \u2019) and highlighting big profit margins from sales of ONPs for retailers (eg,\n                      <jats:italic>\u2018small pouches big margins\u2019<\/jats:italic>\n                      ).\n                    <\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusion<\/jats:title>\n                    <jats:p>This analysis provides insight into tobacco companies\u2019 strategies for increasing ONP endorsement among retailers. Strategies include appealing to profitability, emphasising convenience of product use and primarily promoting non-tobacco flavours. These findings highlight new trends in ONP products and marketing tactics and identify important areas to monitor to inform tobacco marketing regulations.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1136\/tc-2024-058826","type":"journal-article","created":{"date-parts":[[2024,11,29]],"date-time":"2024-11-29T01:25:43Z","timestamp":1732843543000},"page":"125-128","update-policy":"https:\/\/doi.org\/10.1136\/crossmarkpolicy","source":"Crossref","is-referenced-by-count":3,"title":["Marketing strategies in business-to-business advertisements for oral nicotine products"],"prefix":"10.1136","volume":"35","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-0651-171X","authenticated-orcid":false,"given":"Akshika","family":"Sharma","sequence":"first","affiliation":[{"name":"Psychiatry, Yale School of Medicine, New Haven, Connecticut, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Amy","family":"Belton","sequence":"additional","affiliation":[{"name":"US Food and Drug Administration, Silver Spring, Maryland, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2543-561X","authenticated-orcid":false,"given":"Jenny E","family":"Ozga","sequence":"additional","affiliation":[{"name":"Behavioral Health and Health Policy Practice, Westat Inc, Rockville, Maryland, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6166-9347","authenticated-orcid":false,"given":"Pamela","family":"Ling","sequence":"additional","affiliation":[{"name":"Medicine, University of California San Francisco School of Medicine, San Francisco, California, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Mary","family":"Hrywna","sequence":"additional","affiliation":[{"name":"Rutgers Center for Tobacco Studies, New Brunswick, New Jersey, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5173-3130","authenticated-orcid":false,"given":"Jennifer","family":"Cornacchione Ross","sequence":"additional","affiliation":[{"name":"Department of Health Law, Policy and Management, Boston University School of Public Health, Boston, Massachusetts, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ollie","family":"Ganz","sequence":"additional","affiliation":[{"name":"Rutgers Institute for Nicotine & Tobacco Studies, New Brunswick, New Jersey, USA"},{"name":"Department of Health Behavior, Rutgers School of Public Health, Piscataway, New Jersey, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8012-6118","authenticated-orcid":false,"given":"Krysten W","family":"Bold","sequence":"additional","affiliation":[{"name":"Psychiatry, Yale School of Medicine, New Haven, Connecticut, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5329-6261","authenticated-orcid":false,"given":"Cassandra","family":"Stanton","sequence":"additional","affiliation":[{"name":"Behavioral Health and Health Policy Practice, Westat Inc, Rockville, Maryland, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"239","published-online":{"date-parts":[[2024,11,28]]},"reference":[{"key":"2026010810501920000_35.1.125.1","doi-asserted-by":"publisher","DOI":"10.1136\/tobaccocontrol-2020-056446"},{"key":"2026010810501920000_35.1.125.2","doi-asserted-by":"crossref","DOI":"10.1371\/journal.pone.0281235","article-title":"Awareness, susceptibility, and use of oral nicotine pouches and comparative risk perceptions with smokeless tobacco among young adults in the United States","volume":"18","author":"Morean","year":"2023","journal-title":"PLoS 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Use and Attitude Toward Their Potential Regulation by the US Food and Drug Administration, Florida, Georgia, South Carolina, or North Carolina, 2015","volume":"13","author":"Nayak","year":"2015","journal-title":"Prev Chronic Dis"},{"key":"2026010810501920000_35.1.125.8","doi-asserted-by":"crossref","first-page":"276","DOI":"10.11613\/BM.2012.031","article-title":"Interrater reliability: the kappa statistic","volume":"22","author":"McHugh","year":"2012","journal-title":"Biochem Med (Zagreb)"},{"key":"2026010810501920000_35.1.125.9","unstructured":"Webb B . Inter-annotator agreement: an introduction to cohen\u2019s kappa statistic. 2024 Available: https:\/\/www.surgehq.ai\/blog\/inter-rater-reliability-metrics-understanding-cohens-kappa#:~:text=Calculating%20Cohen\u2019s%20kappa,Alix%20and%20Bob%20both%20passed"},{"key":"2026010810501920000_35.1.125.10","doi-asserted-by":"crossref","DOI":"10.2196\/39146","article-title":"Tobacco-Derived Nicotine Pouch Brands and Marketing Messages on Internet and Traditional Media: Content Analysis","volume":"7","author":"Ling","year":"2023","journal-title":"JMIR Form Res"},{"key":"2026010810501920000_35.1.125.11","doi-asserted-by":"crossref","DOI":"10.1136\/bmjopen-2021-059821","article-title":"Behavioural intentions in response to a potential menthol cigarette sales ban: a survey examining smokers in Washington, DC public housing","volume":"12","author":"Dearfield","year":"2022","journal-title":"BMJ Open"},{"key":"2026010810501920000_35.1.125.12","unstructured":"FDA . FDA finalizes enforcement policy on unauthorized flavored cartridge-based e-cigarettes that appeal to children, including fruit and mint. Available: https:\/\/www.fda.gov\/news-events\/press-announcements\/fda-finalizes-enforcement-policy-unauthorized-flavored-cartridge-based-e-cigarettes-appeal-children [Accessed 11 Mar 2022]."},{"key":"2026010810501920000_35.1.125.13","doi-asserted-by":"publisher","DOI":"10.1136\/tobaccocontrol-2021-056957"},{"key":"2026010810501920000_35.1.125.14","doi-asserted-by":"crossref","unstructured":"Wagoner KG , Reboussin BA , Ross JC , et al . Exposure to e-cigarette health claims and association with e-cigarette use and risk perceptions: A cohort study of young adults. Addict Behav 2022;132. doi:10.1016\/j.addbeh.2022.107359","DOI":"10.1016\/j.addbeh.2022.107359"},{"key":"2026010810501920000_35.1.125.15","unstructured":"Initiative T . Nicotine pouch ads follow e-cigarette marketing playbook and risk appealing to young people. Available: https:\/\/truthinitiative.org\/research-resources\/tobacco-industry-marketing\/nicotine-pouch-ads-follow-e-cigarette-marketing [Accessed 10 Oct 2023]."},{"key":"2026010810501920000_35.1.125.16","doi-asserted-by":"publisher","DOI":"10.1136\/tc-2022-057360"},{"key":"2026010810501920000_35.1.125.17","first-page":"425","article-title":"Nicotine Replacement Therapy: An Overview","volume":"10","author":"Wadgave","year":"2016","journal-title":"Int J Health Sci (Qassim)"},{"key":"2026010810501920000_35.1.125.18","doi-asserted-by":"publisher","DOI":"10.1136\/tobaccocontrol-2018-054796"},{"key":"2026010810501920000_35.1.125.19","doi-asserted-by":"publisher","DOI":"10.1093\/ntr\/ntac284"},{"key":"2026010810501920000_35.1.125.20","unstructured":"FDA commits to evidence-based actions aimed at saving lives and preventing future generations of smokers. 2021. 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