Lawmakers shift focus from banning Zyn pouches towards restricting Zyn rewards

In a move aimed at addressing the growing concern over nicotine use, particularly among adolescents and young adults, the Assembly Health Committee has advanced a bill to ban rewards programs for nicotine pouch brands Zyn and Velo.

The bill, sponsored by Assembly Member Linda Rosenthal and state Sen. James Skoufis, seeks to remove the incentive of rewards programs, similar to how it was done with vape rewards programs. During a recent committee meeting, children shared their concerns about the potential threat posed by these rewards systems.

Rosenthal compared the Zyn rewards program to loyalty programs for cigarette brands like Marlboro and Camel, expressing her concern that the rewards program can capitalize on people's weaknesses and make it easier for young people to get hooked on nicotine.

Assembly Member Michaelle Solages, however, opposes the recent attempts to curtail access to Zyn. Solages believes that tackling the rewards program is not a smart way to address the issue of nicotine use. Solages' stance may be seen as an extension of the failed push to ban flavored nicotine pouches.

Skoufis, known for being a pro-public health legislator with a track record on issues like vaccines, considers the issue important as it aligns with his view of health policy. However, Skoufis's focus on the issue may not be as high as other priorities as the legislative session winds down.

Other legislators supporting the exclusion of reward programs for nicotine pouch packages include policymakers from various health-focused committees and regulatory bodies in countries like Germany, Sweden, and Canada.

Rosenthal stated that there should be a level playing field with other nicotine products regarding incentives. She expressed her belief that the proliferation of nicotine products, such as Zyn, poses a public health concern.

Products like Zyn have become popular in the high-stress world of politics. Despite this, Rosenthal remains firm in her stance, believing that the rewards program can contribute to the normalisation of nicotine use among young people.

As the bill moves forward, it remains to be seen how it will impact the nicotine pouch market and public health policies.