The U.S. Food and Drug Administration announced that, for the first time, it has authorized the marketing of products through the modified risk tobacco product (MRTP) pathway. The authorizations are for eight Swedish Match USA, Inc. snus smokeless tobacco products sold under the “General” brand name.
These products had previously been authorized for U.S. sale without modified risk claims by the FDA in 2015 in response to filings of premarket tobacco applications (PMTAs). Today’s action further authorizes the manufacturer to market these specific products with the claim “Using General Snus instead of cigarettes puts you at a lower risk of mouth cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis.” The FDA made this authorization after reviewing scientific evidence submitted by the company that supports this claim.
All tobacco products are potentially harmful and addictive, and those who do not use tobacco products should continue to refrain from their use. The modified risk orders are product-specific and limited to five years.
While all tobacco products pose risks, the MRTP pathway outlined in the 2009 Family Smoking Prevention and Tobacco Control Act allows companies to submit applications for the FDA to evaluate whether a tobacco product may be sold or distributed for use to reduce harm or the risk of tobacco-related disease associated with commercially marketed tobacco products. In its review, the FDA generally must look at whether the applicant has demonstrated that the product – as actually used by consumers – will significantly reduce harm and the risk of tobacco-related disease to individual tobacco users and benefit the health of the population as a whole. This includes taking into account both users of tobacco products and persons who do not currently use tobacco products. In making this assessment, the agency must consider, among other things, whether those who do not use tobacco products would start using the product and whether existing tobacco users who would have otherwise quit would switch to the modified risk product instead. Today’s announcement marks the first time that the FDA has authorized an MRTP.
The FDA’s review determined that the claim proposed by the company in its application is supported by scientific evidence, that consumers understand the claim and appropriately perceive the relative risk of these products compared to cigarettes, and that the modified risk products, as actually used by consumers, will significantly reduce harm and the risk of tobacco-related disease to individual tobacco users and benefit the health of the population as a whole.
Consumers also generally understood that the risk reduction is not achieved from partial switching (i.e., dual use of the products with continued use of cigarettes), thereby increasing the likelihood that smokers will switch completely. In addition, the evidence showed when used exclusively instead of other smokeless tobacco products, the General snus products offer the potential for reductions in oral cancer risk.
The available evidence does not demonstrate significant youth initiation of these products, and evidence submitted by the company also found low levels of intentions to buy the product among non-users of tobacco (including young adults) and, importantly, found that the inclusion of the modified risk claim did not affect these intentions. In addition, to further limit the likelihood of youth initiation, the FDA is placing stringent restrictions on how the products are advertised and promoted – particularly via websites and through social media platforms – by including restrictions that prevent advertising from being targeted to youth.
To continuously market these same products with the same modified risk information beyond the five-year limit would require the company to submit a request for renewal and receive renewal authorization from the FDA before the current orders expire. The FDA may withdraw the initial and any potential subsequent modified risk orders if the agency determines that, among other things, the continued marketing of the product no longer benefits the health of the population as a whole.
At that time, the FDA also issued a response to the applicant’s requests to remove a currently required warning stating that the products can cause mouth cancer and to revise a currently required warning stating that the products are not a safe alternative to cigarettes. This response offered the company an option to amend its MRTP applications.
