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Nicotine and tobacco products, including e-cigarettes and nicotine pouches, have recently used music festivals to promote their products and brands globally.1–3 Historically, tobacco companies used brand sponsored events, such as music festivals, musical artists and other social or cultural events to attract vulnerable populations, including youth, young adults and minoritised populations (eg, Black or African Americans).4 5 This type of marketing was restricted in the US under the 2009 Tobacco Control Act for traditional tobacco products (eg, cigarettes, snuff, chewing tobacco);6 however, not all marketing restrictions under this act were extended to newer tobacco products (eg, e-cigarettes, nicotine pouches) under the 2016 Deeming Rule, in which the US Food and Drug Administration (FDA) deemed all nicotine-containing products to be a tobacco product.7