KARACHI: A recently released promotional campaign for nicotine pouches marketed under the brand VELO has sparked serious concerns among public health advocates in Pakistan, who warn that such advertising may encourage nicotine addiction among young people.
The campaign, circulating widely on social media platforms, features prominent Pakistani celebrities including Mahira Khan, Wahaj Ali, and Meher Jaffri, portraying nicotine pouches as a fashionable and modern lifestyle choice.
The advertisement was produced by the global advertising agency Ogilvy and directed by filmmaker Asim Raza, with the campaign widely shared across digital platforms.
Public health experts say the campaign’s messaging, including phrases such as “Level up to smoke-free. Choose better,” may create the impression that nicotine products are harmless alternatives, despite the well-known addictive nature of nicotine.
Members of the Tobacco Free Cities Coalition, a platform comprising health experts, civil society representatives and media professionals, have strongly criticized the promotion of nicotine products through celebrity endorsements and lifestyle advertising.
According to coalition members, glamorizing nicotine consumption through entertainment and celebrity culture risks normalizing nicotine use among young audiences.
“Using celebrities to promote nicotine products sends a powerful message to youth that such products are fashionable and socially acceptable, which is extremely concerning from a public health perspective,” a coalition representative said.
Nicotine pouches such as VELO are marketed as smoke-free alternatives to cigarettes. However, health experts warn that they still deliver nicotine — a highly addictive chemical associated with dependence, cardiovascular risks and potential impacts on brain development among adolescents.
The product is manufactured by British American Tobacco, one of the world’s largest tobacco companies, which has been promoting nicotine pouch products globally as part of its so-called “smoke-free” product portfolio.
Public health advocates say the visual style of the campaign — featuring glamorous settings, social gatherings and popular celebrities — reflects long-standing marketing strategies historically used by tobacco companies to attract younger consumers.
Pakistan already faces a significant health burden from tobacco use, including cigarette smoking as well as smokeless tobacco products such as gutka, naswar and paan mixtures, which are widely consumed in many parts of the country.
Experts warn that aggressive marketing of emerging nicotine products could create a new wave of nicotine addiction if regulatory authorities fail to intervene.
The Tobacco Free Cities Coalition has called upon federal and provincial governments as well as media regulators to review whether such promotional campaigns comply with Pakistan’s tobacco control laws and advertising restrictions.
The coalition has urged authorities to consider stricter regulations on nicotine product marketing, particularly on social media platforms where such content can easily reach young audiences.
Public health advocates stress that while nicotine pouches may not produce smoke, they still pose significant health risks and should not be portrayed as harmless lifestyle products.
As debates around emerging nicotine products continue worldwide, experts say Pakistan must adopt a cautious regulatory approach to ensure that public health protections — especially for young people — remain a national priority.
Editor’s Note:
Health Matters Media believes in fair and responsible journalism. Celebrities, advertising agencies, or companies mentioned in this report who wish to share their response or clarification may send their statements to akhtar.rind@healthmatters.com.pk for inclusion in future updates of this story.
