Sports, Gigs, and TikToks: Multichannel Advertising of Oral Nicotine Pouches.

This commentary highlights the aggressive advertising strategies being used to market oral nicotine pouches, including through online media, motorsport sponsorships, and out-of-home adverts. We underscore the need for balanced policy measures that maintain access to reduced harm alternatives for existing tobacco and nicotine users while minimizing exposure to youth and nonusers.