The Campaign for Tobacco-Free Kids has sharply criticized Philip Morris International over its Ferrari partnership, accusing the company of using Formula 1 sponsorship to push Zyn nicotine pouches toward younger audiences. The group argues that placing Zyn branding on race cars is a direct attempt to expose minors to tobacco-related marketing.
CTFK president and CEO Yolonda C. Richardson dismissed PMI’s claim that the sponsorship is aimed strictly at adults, calling that defense “laughable.” She pointed out that Formula 1 itself has acknowledged the influence of Gen Z on the sport’s fan culture, highlighting that the audience now includes millions of children.
Richardson emphasized that F1’s growing collaborations with kid-friendly brands such as Disney, Lego, and Hot Wheels make the sport more accessible to young fans—further evidence, she said, that tobacco-linked marketing in this environment is inappropriate. She warned that showcasing Zyn logos on ultra-glamorous F1 cars risks making nicotine products appear attractive to children.
She urged both Formula 1 and its partners to cut ties with PMI’s Zyn campaign, calling it a harmful strategy that could shape a new generation of nicotine users. Richardson also appealed to policymakers, asking them to step in and block tobacco companies from using sports platforms to reach young audiences.
PMI U.S. rejected the criticism when asked for a response. A spokesperson argued that adult nicotine users participate in global events and communities like anyone else, and said that partnering with Scuderia Ferrari HP in Formula 1 offers a worldwide stage to share messages about choice and smoke-free alternatives targeted at adults—not minors.
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