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Pride Month, typically observed annually in June, is a celebration of LGBTQIA+ diversity, equality, unity and freedom.1 A series of events, such as parades, marches and demonstrations, is held to raise awareness about the ongoing issues faced by the LGBTQIA+ community. This year’s Pride Month saw the tobacco industry co-opt this celebration to promote yet another addictive product to members of the community. Figures 1–5 present the marketing campaign for British American Tobacco’s (BAT) (via Nicoventures) VELO Unlimited Love nicotine pouch, which was promoted in the UK and Ireland. Touted as a limited edition product created to celebrate Pride, the colourful packaging features ‘all the pride flags together’. In addition, BAT boasts about the ‘iconic’ Cherry Ice flavour that provides users with a ‘boost’ and ‘a whole lot of joy’. BAT also claims that it will donate £2 from every can sold to the National HIV Story Trust. A discount is given for buying in bulk, with up to 45% off when purchasing 10 cans of the product.