16The National Council on Television and Radio Broadcasting ruled that the placing of content bearing signs of promoting nicotine snus (pouches) on Ukrainian media websites constituted a violation and issued appropriate orders.
The ruling applies to the following publications:
- “Interfax Ukraine” Information Agency, LLC;
- “Ukrainian News” Information Agency, LLC;
- UP Media, LLC (Economichna Pravda online media outlet);
- Bisnesgroupp, LLC (Kyiv Post online media outlet);
- Goldberry, LLC (Espreso online media outlet);
- “Free Information Agency” NGO (CENSOR.NET online media outlet);
- “Media-DK” Publishing House, LLC (NV Business media outlet).
The National Council ordered the media outlets to rectify the violations within seven business days of the decision’s publication on its official website. Every media outlet in question complied with the order and removed the advertisements, the placement of which is prohibited by law.
During the meeting, the media outlets Interfax Ukraine, Ukrainian News, Economichna Pravda and Kyiv Post were represented by the lawyer Oleksandr Petrov, who also serves as a representative of Philip Morris Sales and Distribution LLC. This gives reason to believe that the publications in question were posted with the support of a tobacco company. Meanwhile, only Economichna Pravda labeled the publication as an advertisement (proper labeling of advertisements is required under Law of Ukraine “On Advertising” (Article 9), but does not legalize their placement.)
The regulator classified the placing of content that bears signs of promoting nicotine snus as a violation of Clause 7, Part 1 of Article 35 of the Law “On Media” and Clause 8, Part 1 of Article 22 of the Law “On Advertising.”, which pertain to the prohibition of advertising and the promotion of sale of tobacco and nicotine products.
Maksym Onopriienko, a member of the National Council, highlighted that this isn’t the first time the regulator has made such a ruling. Back on September 25, 2025 the National Council issued an order to Forbes Ukraine (UYAVY!, LLC) . This case became a precedent which the regulator referred to in its current ruling.
“[…] The Ministry of Health, the State Service of Ukraine for Food Safety and Consumer Protection, and the National Council, starting from the Forbes case, essentially all state bodies operating in these fields have adopted the same stance. It is also worth considering that this issue is tied to public health, and state bodies act precisely out of this public interest. A position aimed at restricting the spread of information and advertising of nicotine-containing products in accordance with tax legislation, in our view, contributes to enhancing the health protection of Ukrainians,” noted Oleksandr Burmahin, a member of the National Council.
Dmytro Kupyra, Executive Director of the NGO “Life,” stated: “We are grateful to the National Council on Television and Radio Broadcasting of Ukraine for its principled stance and consistent defense of healthcare legislation. Any advertising of tobacco and nicotine products contradicts the public interest and undermines the efforts of the state and the public aimed at protecting public health. Above all, this applies to children and youth, who remain the primary target of the tobacco industry.”
The advertising of tobacco products is prohibited in Ukraine. And so is that of nicotine snus
Ukrainian legislation prohibits the advertising, sales promotion, and sponsorship of tobacco products. Article 22 of the law on advertising states: “Any advertising and sales promotion of tobacco products; items related to their use; herbal smoking products; electronic cigarettes; refill containers; liquids used in electronic cigarettes; devices for consuming tobacco products without combustion; heated tobacco products (HTPs) using an electronically controlled heater; trademarks, and other intellectual property objects under which such products are produced is prohibited; including:
- in any audiovisual media regardless of their distribution technology, as well as in online media […];
- on the Internet, including on video-sharing platforms and information-sharing platforms.”
According to the Tax Code and the Law of Ukraine “On State Regulation of the Production and Circulation of Ethyl Alcohol, Alcohol Distillates, Bioethanol, Alcoholic Beverages, Tobacco Products, Tobacco Raw Materials, Liquids Used in Electronic Cigarettes, and Fuel,” nicotine snus (pouches) is classified as a “tobacco product” — “filter or non-filter cigarettes, cigars, cigarillos, as well as pipe, snuff, sucking, and chewing tobacco, makhorka, and other products made of tobacco or substitutes, and other nicotine-containing products (other than liquids used in electronic cigarettes) or their substitutes intended for smoking, sniffing, sucking, chewing, or inhaling without combustion via heating.”
Thus, the advertising, sales promotion, and sponsorship of nicotine snus are prohibited.
Separately, the Law of Ukraine “On Measures to Prevent and Reduce the Consumption of Tobacco Products and Their Harmful Impact on Public Health” No. 2899-IV is in effect. Article 16 of this Law states:
“Any advertising and sales promotion of tobacco products; [trade]marks for goods and services; and other intellectual property objects under which tobacco products are produced is prohibited, including the placement of any information on the Internet, including social media or other digital networks, for the purpose of promoting the sale of tobacco products.”
Furthermore, judicial practice confirms that nicotine snus is treated as equivalent to tobacco products due to its composition and intended purpose, regardless of the fact that it does not contain tobacco itself. The key factor is that these products contain nicotine—the primary active component in tobacco products that causes addiction.
What is nicotine snus and why is it dangerous?
Nicotine snus consists of nicotine products in the form of pouches filled with a cellulose mixture soaked in nicotine and flavorings, which are used orally (usually placed on the gums under the lip). Instead of inhalation, the nicotine from the snus is absorbed through the oral mucosa.
As it stands, nicotine snus is essentially unregulated in Ukraine and is freely sold to people under the age of 18, while the tobacco industry tailors its advertising to young people. As a result, nicotine snus use is almost 10 times higher in children aged 13-15 years old (3%) than in adults (0.3%). Overall, 7% of children report having tried such products.
Nicotine poses significant risks to human health, in particular negatively affecting the nervous and cardiovascular systems. The European Union’s REACH Regulation classifies nicotine as a highly toxic substance, the entry of which into the body via the mouth, skin, or airways can cause severe poisoning and death.
Nicotine addiction is a mental and behavioral disorder according to the International Classification of Diseases, 11th Revision (code 6C4A).
The state must regulate nicotine snus on par with tobacco products
The introduction of effective state regulation of nicotine snus is an urgent step to protect children and youth from nicotine addiction.
Currently, two draft laws have been registered in the Verkhovna Rada of Ukraine: No. 14110 on the ban of such products, and No. 14110-d, developed by the relevant parliamentary committee, on regulating them on par with tobacco products. The Ministry of Health of Ukraine and the World Health Organization support these legislative initiatives, stating that the best solution is a complete ban on nicotine snus.
Every day without regulation of nicotine snus means the further spread of nicotine addiction among Ukrainian children and teenagers.
Contact person: Olha Masna, media coordinator at NGO “Life”, +38 073 089 65 70, olha.masna@center-life.org