Clear in California: Sesh+ nicotine pouches' advertising under flavor restrictions.

Abstract

Sesh+ oral nicotine pouches (ONPs) are marketed as premium nicotine products and promoted regularly on social media platforms such as TikTok, Instagram, and X (formerly Twitter). In July 2025, Sesh+ ran 2623 ads on X; 561 (21.4%) explicitly promoted their 'clear' ONPs as being available for purchase in California using taglines like 'Clear in California', 'California Clear', and 'Shop Sesh Clear in California'. California Senate Bill 793 (SB 793) prohibits retail sales of tobacco products, including ONPs that impart a 'characterizing flavor'. Sesh+ markets its 'clear' ONPs on its website as 'flavorless', and the 'clear' pouches were present on California's Unflavored Tobacco List in January 2026. The 'Clear in California' advertising raises concerns about geographically targeted marketing that turns regulatory compliance into a promotional message. By explicitly incorporating a state name and the term 'clear', the ads may imply special approval or regulatory endorsement, confusing consumers. Combined with youth-oriented social media content, this strategy may increase appeal to young audiences. Sesh+ advertising illustrates how ONP companies may transform legal compliance into a marketing asset, underscoring the need for continued surveillance of geographically targeted nicotine advertising and its implications for perceptions of harm, product appeal, and tobacco initiation.