Youth tobacco use in the United States has reached historically low levels, a public health success that deserves more attention, according to Dr. Matthew Holman, vice president and chief science and regulatory strategy officer for PMI U.S. In a recent commentary, Holman underscores that this progress is the result of years of prevention efforts, stronger age restrictions, and public education, but stresses that continued vigilance is needed to protect it.
While youth use is at a low, adult cigarette smoking remains the leading cause of preventable death in the U.S., according to the CDC. Holman points out that millions of adults continue to smoke despite decades of warnings and restrictions. For those adults who cannot or will not quit entirely, access to accurate information about scientifically substantiated smoke-free nicotine alternatives is crucial.
The recent FDA action on ZYN nicotine pouches is a significant step in this direction, Holman says. After scientific review, the FDA issued modified risk orders for 20 ZYN nicotine pouch products, allowing them to be marketed with a specific claim: “using ZYN instead of cigarettes puts adults at lower risk of mouth cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis.” Holman clarifies that the FDA did not declare these products safe, nor did it suggest that non-users should start using nicotine. Instead, the authorization provides adults who smoke with information about relative risks.
Holman emphasizes that nicotine products are addictive and not risk-free, and they are not intended as cessation aids. However, science-based policy should recognize the meaningful difference in risk between combustible cigarettes and smoke-free alternatives for adults who switch completely. He points to recent data from the FDA’s analysis of the 2025 National Youth Tobacco Survey, which shows declines in the use of tobacco products, combustible products, and e-cigarettes between 2022 and 2025. Youth nicotine pouch use remained low and stable, with 1.7 percent of students reporting current use in 2025, compared to 1.8 percent in 2024.
Holman argues that these numbers should give policymakers confidence, not complacency. They demonstrate that historically low youth tobacco use can coexist with a marketplace that includes FDA-authorized smoke-free alternatives for adults. Maintaining this progress requires continued discipline from regulators, retailers, manufacturers, parents, and educators.
PMI U.S. has been clear that its smoke-free products are intended for current nicotine consumers aged 21 and older, not for youth, non-users, or those trying to quit nicotine altogether. Holman highlights the company’s responsible marketing practices, including advertising featuring only individuals aged 35 or older, independent online age verification on branded websites, and a limited social media presence on platforms with age restrictions. PMI U.S. also does not pay social media influencers or engage in product placement in movies or TV shows.
These practices are part of a broader 10-point approach to underage prevention, which includes responsible marketing, retail support programs, real-world monitoring, and a call for collective action. The approach encompasses age-gated website access, monitoring underage-use data, responsible social media policies, FDA regulation, innovation for age restriction, support for enforcement against illicit products, responsible retail practices, and support for compliance checks such as mystery shopping by FDA.
Holman stresses that no single entity can do this alone. He calls for a practical, evidence-based framework that keeps nicotine products away from anyone under 21, enforces minimum age laws, addresses illicit products, maintains clear product standards, and requires responsible marketing. The U.S. has made extraordinary progress, and the next step is to bring the same seriousness to addressing adult smoking. A mature tobacco policy should prevent youth initiation while helping adult smokers transition to better alternatives. Those goals belong together.
