Lawsuit Alleges Philip Morris International, Swedish Match Violated Consumer Protection Ordinance in Zyn Sales
BALTIMORE – May 7, 2025 – The Mayor and City Council of Baltimore, represented by the Baltimore City Department of Law and DiCello Levitt, have filed a lawsuit against Philip Morris International, Inc. (PMI), Swedish Match North America LLC (Swedish Match NA), and Swedish Match USA, Inc. (Swedish Match USA) for their deceptive marketing practices to peddle Zyn oral nicotine pouches, including to children, in violation of the City’s Consumer Protection Ordinance (CPO).
The lawsuit alleges the companies violated the CPO by targeting children and adolescents in their design and marketing of Zyn, including through its use of flavors, exploitative social media promotions, and false advertising, among other practices. According to the complaint, defendants also falsely represent that Zyn is tobacco-free and fail to warn customers about the significant increase in nicotine absorption through Zyn versus cigarettes.
“Zyn’s manufacturers have put profits ahead of the health and safety of Baltimoreans, in particular our children through manipulative marketing practices, and my office won’t stand for it,” said Baltimore Mayor Brandon Scott. “We are committed to holding these companies accountable for their recklessness in pushing these highly addictive nicotine pouches.”
“By targeting our youth with deceptive marketing practices, these companies have shown a blatant disregard for the well-being of our community,” said City Solicitor Ebony Thompson with the Baltimore City Department of Law. “We plan to pursue all legal avenues available to stop these unfair, abusive, and deceptive trade practices and to recoup as much of the damage already done.”
The complaint also details how the company’s Zyn Rewards program allegedly enticed and retained young users by offering incentives such as discounts, free products, and exclusive access to events, which were particularly appealing to young customers.
“From falsely representing Zyn as tobacco-free to failing to warn about the high nicotine absorption rates, to embracing exploitative marketing tactics, PMI and Swedish Match are blatantly violating Baltimore’s CPO,” said DiCello Levitt Founding Partner Adam Levitt. Our firm has a long history of taking on powerful corporations that prioritize profits over public health and safety, and we are proud to partner with the City to ensure justice is served for the people of Baltimore.”
Read more about how PMI and Swedish Match are violating Baltimore’s CPO. A copy of the complaint is available online here.
The legal team in this matter is led by the Baltimore City Department of Law’s Sara Gross, Thomas P.G. Webb, and Ebony Thompson and DiCello Levitt’s Adam Levitt, Diandra “Fu” Debrosse, Eli Hare, Justin Hawal, and Julia Veeser.
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