With the regulatory landscape changing so fast in the nicotine pouch world, it’s more important than ever for major players to learn from each other. The Trump Administration and state governments are continuing to make significant changes to nicotine legislation, many of which we outlined in our regulatory roundup 2025. Across the world, other countries are experiencing the same.
The Global Tobacco & Nicotine Forum exists so discussions about these kinds of regulations can take place, and the latest event took place in October 2025. This article summarizes the main themes and takeaways in relation to nicotine pouches, which have relevance for brands, retailers, and consumers alike.
Key Takeaways:
- The Global Tobacco and Nicotine Forum is a conference for key players in the tobacco and nicotine industries to discuss relevant topics.
- Tobacco harm reduction was a key theme, as nicotine pouches offer consumers an alternative to traditional tobacco products like cigarettes.
- Another major topic was the lack of clarity surrounding regulation, although the recent pilot program to review nicotine pouches was praised.
What is the Global Tobacco & Nicotine Forum?
The Global Tobacco and Nicotine Forum (GTNF) is an annual industry event that has been running since 2008.
It features various speakers and panelists, who discuss topics relevant to tobacco and nicotine. This includes major companies like Imperial Brands and British American Tobacco (BAT), alongside policymakers, researchers, and more. Each year there is a different theme, such as sustainability or nicotine.
Although the forum discusses a variety of products within the industry, it includes nicotine pouches — especially considering their recent explosion in popularity.
The GTNF shouldn’t be confused with the Global Forum on Nicotine, which focuses solely on newer nicotine products. This was held in Poland, in 2025, and the next event is set to take place in June 2026.
Theme 1: Tobacco Harm Reduction
The main theme for the GTNF was Real World Evidence: The Race to Reduce Harm. This was inspired partly by the COP11 to the WHO Framework on Tobacco Control (FCTC), which took place a few weeks after the event and focused on tobacco regulation.
Harm reduction is a controversial topic within the tobacco and nicotine space. ZYN pouches are the only nicotine pouches to get marketing authorization from the FDA, and to obtain this, the company had to prove that ZYNs are less harmful than tobacco. However, critics are keen to emphasize the risks and side effects of nicotine pouches.
Takeaways from PMI
Philip Morris International (PMI) makes ZYN, meaning it’s one of the most important players in the nicotine pouch space right now. Erin Warren, the Head of Regulatory and Public Policy at PMI, spoke on behalf of the company at the GTNF.
Warren was keen to highlight the harms of cigarette smoking and to draw lessons from other countries. In Sweden, Swedish snus is favored, and this has decreased smoking rates; in contrast, Belgium banned nicotine pouches, after which smoking rates rose.
Takeaways from Imperial brands
Deborah Binks-Moore, the Chief Corporate Affairs of Imperial Brands, gave a speech titled “Real World Evidence: The Race to Reduce Harm.” She pointed out that innovation has happened so fast in the smoke-free world that regulation has struggled to keep up, which is a situation that some retailers and manufacturers have taken advantage of.
Speaking of the approach she wants Imperial Brands to take, she said: “Like our peers in the world of oil and gas, it is only by listening closely to our consumers that we will both win commercially and maximise our positive impact.”
Theme 2: The Need for More Clarity over Regulation
One theme in the event was the need for a clearer regulatory framework, as the Broughton Group highlighted in its GTNF report.
In the US, regulation faces a lot of fragmentation, as each state can set certain laws. For instance, in some states, flavored pouches are banned, while others allow them. States can also set taxes and restrict sales. Even within states, some cities have the power to set their own rules — Beverly Hills has banned all tobacco sales.
Then there’s the FDA, which controls which brands receive marketing authorizations.
The result is a highly complex landscape for everyone to navigate, which many speakers at the GTNF lamented.
Reception of New Pilot Program
In 2025, the FDA announced its new pilot program to speed up nicotine pouch reviews. Many at the event spoke of this development positively, although some questioned how exactly the categories needed to obtain authorization would work (such as how the protection of public health and the risks of products would be defined).
PMI’s Erin Warren also mentioned the new pilot program in her speech, saying that it’s a promising development but that more needs to be done.
Consumers Preferences for Nicotine Pouches
The conference also provided a glimpse into consumer preferences.
Emplicure founder Håkan Engqvist said his company is trying to provide a faster nicotine release to provide a more similar experience to traditional cigarettes (which could theoretically help with harm reduction).
He also said that, outside of Sweden (where large nicotine pouches are favored), smaller and less bulky pouches are preferred, and that failing to acknowledge this can stop people from making the switch away from cigarettes.
Certainly, we see customers keen to buy mini pouches and moist pouches on Prilla.
