Invested in responsibility

We enforce rigorous online age verification (21+) for our branded websites, deploying third-party systems to independently confirm the age of every visitor.

We closely monitor reports of underage use, including through the CDC and FDA National Youth Tobacco Survey. The reported youth usage rates for nicotine pouches remain relatively low.

Our marketing and advertising are directed to adult (21+) current nicotine consumers. Our advertising features only individuals aged 35 and over.

We are a founding board member and investor in TruAge®, a free retail technology that gives stores a more accurate way to detect fake IDs and restrict underage access.

Our policies prohibit paying social media influencers to endorse our products. We routinely request the removal of inappropriate content online, to the extent possible.

We invest in exploring new technologies, such as TruAge®, to further limit the visibility of and restrict access to nicotine products by those under 21.

Our goal is to offer a comprehensive portfolio of scientifically-substantiated  smoke-free products. Our portfolio includes the first nicotine pouch to receive premarket tobacco product authorization, as well as the first snus and heated tobacco products authorized as modified risk tobacco products from FDA.

We work with U.S. Customs and other authorities to support efforts to curtail the sale of illicit products.

We serve as an Advisory Council member for We Card, championing comprehensive training for retail employees, alongside in-store signage emphatically underscoring the minimum age of 21 for purchasing nicotine products.

We support the FDA’s mystery shopper program to check retailer compliance with the federal law for minimum age of purchase. We regularly monitor inspection reports and take appropriate actions with our retail partners.