Only adults 21+ should have access to nicotine products. At PMI U.S., we’re committed to keeping it that way. We’re focused on responsible marketing and retail safeguards.
Our marketing is directed only toward existing nicotine consumers 21+. Our product websites require users to verify their age before viewing. Our U.S. brands never work with social media influencers—even when they ask us. We can’t control when people put our products on their social media feeds, but when we see inappropriate use, we flag issues directly with the social media platform.
We are a founding board member and investor in TruAge® a free retail technology that gives stores a more accurate way to detect fake IDs and restrict underage access.
Our policies prohibit the use of social media influencers. We routinely request removal of inappropriate content online.
We submit our products to the FDA for review and authorization.
We were the first to achieve modified risk tobacco product authorization for one of our snus products. We also comply with all additional FDA marketing requirements.
We invest in exploring new technologies to limit the visibility and restrict access to nicotine products for those under 21.
We work with the Department of Homeland Security to support efforts to curtail the sale of illegal and unauthorized nicotine products.
We serve as an Advisory Council member for We Card, championing comprehensive training for retail employees, alongside in-store signage emphatically underscoring the minimum age of 21 for purchasing nicotine products.
We support the FDA’s mystery shopper program to check retailer compliance with the federal law for minimum age of purchase. We regularly monitor inspection reports and take appropriate actions with our retail partners.
A vital part of the PMI U.S. mission is to make smoke-free products available only to nicotine consumers who are 21 and over. We work closely with retailers to ensure our products are not accessible to those under age 21.
To accomplish this, we launched a 21+U commercial training and advocacy campaign for our retailers and field team. The program emphasizes that retail associates make a critical difference when it comes to adhering to laws governing nicotine product sales.
Additional information:
We Card: Resources for retailers
Staying informed on progress in age-restricted policies is vital to our mission of improving public health. To do that, we monitor several government sources of data, including:
Findings from the 2024 National Youth Tobacco Survey (NYTS) conducted by the FDA and the Centers for Disease Control and Prevention (CDC) showed an overall decline in youth use of any tobacco product, reaching the lowest level ever reported by NYTS. Youth use of nicotine pouches also remained relatively low at 1.8 percent.
The data reveal tremendous progress in the U.S., but regulators, policymakers, and manufacturers must remain vigilant in ensuring nicotine products are only accessible to and being consumed by adults 21+.
PMI U.S. complies with the FDA’s requirements for our authorized smoke-free products, which include: