As the global health community marks World No Tobacco Day on May 31, Nicokick.com and Northerner.com, two of the leading online retailers for nicotine pouches in the U.S, are urging public health leaders and policymakers to shift the narrative from prohibition to responsible choice. In response to this year’s campaign theme by the World Health Organization (WHO) —“Dark Intentions: Unmasking the Appeal of Nicotine Products”—Markus Lindblad, Head of External Affairs at Nicokick.com and Northerner.com, offers a bold call to action: Elevate individual responsibility, transparency, and education about the role of alternative nicotine products in reducing smoking-related deaths.
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Lindblad points to false narratives and inconsistent public health messaging as major roadblocks to reducing smoking-related deaths. More than 480,000 Americans die annually from smoking-related illness. The truth is that flavored alternatives have proven to be a strong contributor to helping millions of smokers ditch deadly combustible tobacco.
“Switching to nicotine pouches is not a fringe choice, it’s a potentially lifesaving one,” said Lindblad. “Consumers deserve access to the truth, not more fear-based messaging.” While flavored nicotine products are routinely criticized for appealing to youth, flavored alcoholic beverages are widely promoted and culturally glamorized, even as alcohol-related cancer deaths in the US are on the rise and the U.S. Surgeon General issued a warning on alcohol and cancer earlier this year.
“If flavors deserve scrutiny, that logic should apply to all industries, not just nicotine,” Lindblad said. “To claim that all flavored products are marketing trickery that entices youth ignores key facts about adult consumer psychology. As responsible retailers, we know that compliant brands follow the very strict guidelines given by regulators, and that the real threats to the industry are illicit vendors and products flooding the market. It begs repeating: Flavors weren’t made for kids—they were made for adults seeking an alternative to smoking. The real issue? Youth access. The solution? Enforcement.”
Global Lessons: Sweden’s Success vs. Australia’s Prohibition
Lindblad, who is based in Sweden where the company is headquartered, highlights the country’s historic achievement in reaching “smoke-free” status in 2024—defined as having an under 5% smoking prevalence—as a model of effective harm reduction. By contrast, countries with stricter nicotine bans, such as Australia and Norway, are seeing the rise of illicit markets and youth use of unregulated products.
“When regulators rely solely on bans, people adapt in sometimes riskier ways,” said Lindblad. “Sweden’s success came from consumer empowerment and access to modern oral alternatives, not punishment.”
A Call for Evidence-Based Communications and Policy
Northerner and Nicokick advocate for science-led regulation that protects youth and informs adults. The companies call for increased enforcement of existing regulations and better accountability from social platforms and content creators.
“We’re not hiding behind marketing,” said Lindblad. “Our so-called hidden agenda is compliance and consumer education. Let’s stop vilifying alternatives and start enforcing the laws that already work.”
WHO Has It Wrong: States Must Lead
WHO’s 2025 campaign is focused on the wrong enemy while their rhetoric continues to drive fear and erode years of research. Instead of condemning flavors, they should be calling for smarter and tighter regulations that keep products out of underage hands, not banning tools that help adults take steps towards a smoke-free lifestyle and improved well-being.
Public health isn’t advanced by moral panic. It’s advanced by policy that works.
About Nicokick
Nicokick is a leading online retailer in the U.S. specializing in nicotine pouches. With a diverse inventory of over 200 unique products, the platform offers a wide selection of popular and emerging brands that provide consumers with modern oral smoke-free alternatives to cigarettes and other traditional tobacco products. As a responsible and compliant retailer, Nicokick is committed to a strict age verification process, with all products delivered directly to adult consumers' doorsteps or mailboxes. For more information, visit Nicokick.com.
About Northerner
Established in 1998, Northerner has grown to become one of the largest global online retailers of nicotine pouches. Northerner’s US platform has an inventory of over 200 tobacco leaf-free nicotine products that help adult consumers transition from cigarettes. With a strong commitment to youth access prevention, Northerner’s products are securely delivered to adult consumers’ doorsteps or mailboxes, ensuring compliance with a rigorous age verification process. For more information, visit Northerner.com.
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Contacts
Media contact:
Megan Hanson, Avaans Media
haypp@avaansmedia.com
