Smokeless tobacco (SLT) products are marketed through direct and indirect advertisements. Tobacco manufacturers have begun to introduce SLT products in new forms using novel marketing techniques. Product innovations such as portion pouches, dissolvable tablets, unique flavourings, free sample distributions and varying nicotine levels are making these products more attractive to potential consumers. Internet-based marketing appears to be increasingly important to the distrubution of novel SLT products. Changing social norms and denormalization of smoking may contribute to increased attractiveness of SLT products in markets where smoking prevalence is declining. In particular, SLT products are being marketed toward smokers as substitutes to use in situations where they cannot smoke. Novel products and marketing approaches have the potential to undermine public health efforts to the extent that they attract non-users and youth to adopt use SLT as single or dual users.