For the first time, the Food and Drug Administration will allow a smokeless tobacco maker to advertise its product as a safer alternative to cigarettes.
The FDA authorized eight Swedish Match USA, Inc. tobacco products, called snus, which come in pouches consumers stick to the inside of the lip. The company is now the first that can legally market the products with the claim, “Using General Snus instead of cigarettes puts you at a lower risk of mouth cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis.”
While the products may come with a label saying they are safer than smoking, the FDA maintains that all tobacco products are potentially harmful. Tuesday’s approval does not mean snus is safe, but that it can legally claim it is at least less harmful than smoking.
Before approving a manufacturer’s claim that its product is safer, the agency reviews whether the product will push people away from traditional cigarettes to opt for a smokeless alternative, benefiting public health overall.
The approval is only valid for five years, though. Swedish Match will have to file a request to extend the approval before it expires. Part of the renewal process consists of company-led studies to see if people believe smokeless tobacco such as snus is a viable smoking alternative. The company will also have to submit consumer and sales data, as well as all marketing plans to the FDA.
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