Imperial Tobacco Canada, the manufacturer of Zonnic oral nicotine pouches, has publicly criticized Conservative Member of Parliament Jamil Jivani for his active promotion of the unauthorized nicotine product Zyn. The company asserts that Jivani and other Conservative politicians, by frequently appearing in photographs holding imported Zyn canisters, are inadvertently promoting unauthorized sale channels in Canada.
Rising Concerns Over Illegal Nicotine Pouch Market
In a strongly worded email to National Post, Eric Gagnon, vice-president of Imperial Tobacco, expressed deep concern about the increasing visibility of illegal nicotine pouches across the country. Gagnon emphasized that this trend highlights how widespread and normalized the illicit market has become, posing significant risks to public health objectives.
"The increasing visibility of illegal nicotine pouches in Canada highlights how widespread and normalized the illicit market has become," wrote Gagnon. "It's important that there is a clear distinction between regulated cessation products and illegal products on the market today."
Regulated vs. Unauthorized Products
Currently, Zonnic stands as the only nicotine pouch product widely available for sale in Canadian pharmacies, having received Health Canada approval in July 2023 as a nicotine replacement therapy smoking-cessation aid. These products operate under strict controls regarding nicotine strength, flavor options, and point of sale, including mandatory pharmacy oversight.
Following initial broad availability, a ministerial order in August 2024 restricted Zonnic sales to behind pharmacy counters, limited flavors to mint only, and capped nicotine dosage at four milligrams per pouch.
In contrast, Zyn—a Swedish brand marketed by tobacco giant Philip Morris International—controls approximately 40 percent of the global market share and about three-quarters of U.S. sales but remains unlicensed for sale in Canada.
Political Dimensions of the Controversy
The 38-year-old Conservative MP Jamil Jivani has emerged as something of a party spokesperson on nicotine pouch issues, regularly referencing Zyn in his social media content with the slogan "Free the Zyn." He argues that Canadians should have the freedom to purchase these pouches to assist with smoking cessation efforts.
During his ongoing "Restore the North" tour of university campuses across Canada, Jivani has prominently featured Zyn products. At a recent University of British Columbia stop in Vancouver, he posed for photographs with university-aged young men holding Zyn canisters and even signed canisters for some attendees.
Conservatives had previously made a campaign promise to lift the pharmacy-only restriction on nicotine pouch sales, adding political weight to the current controversy.
Public Health Implications
Imperial Tobacco warns that such promotional activities threaten public health by blurring the lines between regulated cessation products like Zonnic and imported alternatives like Zyn. Gagnon specifically expressed concern about the potential confusion this creates among the public, particularly regarding accessibility to young people without proper age verification.
"Conflating the two risks undermining public health objectives and creating confusion among the public," said Gagnon. "Particularly when these products are easily accessible to young people without age verification."
It's important to note that while Zyn products are not authorized for sale in Canada, adult Canadian consumers are not prohibited from importing low-dosage nicotine pouches from other countries for personal use. Products containing four milligrams of nicotine or less are regulated as natural health products, and many Zyn offerings fall under this threshold.
The controversy highlights ongoing tensions between regulated pharmaceutical products, unauthorized alternatives, and political advocacy in Canada's evolving nicotine product landscape.
