The Food and Drug Administration (FDA) convened a public meeting last week to consider whether Philip Morris International should be allowed to advertise its nicotine pouches as a less-harmful alternative for adults who smoke cigarettes.

• The company wants to say that using Zyn reduces the risk of “mouth cancer, heart disease, lung cancer, stroke,” and other smoking-related diseases.

The details: Government documents and presentations made at the meeting suggest FDA regulators are leaning toward approving the company’s request.

• A panel of independent experts asked pointed questions about the company’s research, the risks of underage use, and whether the new marketing language would really steer people who smoke away from cigarettes.
• But they said the proposed risk statement is likely accurate, noting that it is a pretty low bar to be safer than cigarettes.

Next steps: FDA is not bound to follow the panel’s guidance and will make the final decision on whether to approve the marketing claims.

Read more: What to know about FDA’s review of new Zyn advertising proposal