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The Guardian - UK

Business

Shanti Das

Influencers and freebies: Big Tobacco’s push to sell nicotine pouches in UK

United Kingdom Tobacco United States Observer JTI Instagram Velo BAT British American Tobacco Smoking

A composite picture showing social-media-style marketing images for Velo pouches, including a promotional stand, people at an outdoor event, and someone holding a packet of Velos — Velo pouches, made by British American Tobacco, were promoted at a party with a DJ and free samples attended by rappers. Photograph: Instagram

Tobacco companies are exploiting a legal loophole to promote flavoured nicotine pouches as a fun and glamorous lifestyle product, including paying young influencers to plug the products online.

The addictive pouches – sachets of nicotine tucked under the lip – are being pushed in Instagram campaigns, at music festivals and at lavish promo parties, the Observer has found.

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