Nicotine marketing is the marketing of nicotine-containing products or use. Traditionally, the tobacco industry markets cigarette smoking, but it is increasingly marketing other products, such as electronic cigarettes and heated tobacco products. Products are marketed through social media, stealth marketing, mass media, and sponsorship (particularly of sporting events). Expenditures on nicotine marketing are in the tens of billions a year; in the US alone, spending was over US$1 million per hour in 2016; in 2003, per-capita marketing spending was $290 per adult smoker, or $45 per inhabitant. Nicotine marketing is increasingly regulated; some forms of nicotine advertising are banned in many countries. The World Health Organization (WHO) recommends a complete tobacco advertising ban.

The effectiveness of tobacco marketing in increasing consumption of tobacco products is widely documented. Advertisements cause new people to become addicted, mostly when they are minors. Ads also keep established smokers from quitting. Advertising peaks in January, when the most people are trying to quit, although most people take up smoking in the summer.

The tobacco industry has frequently claimed that ads are only about "brand preference", encouraging existing smokers to switch to and stick to their brand. There is, however, substantial evidence that ads cause people to become, and stay, addicted.

Marketing is also used to oppose regulation of nicotine marketing and other tobacco control measures, both directly and indirectly. For example, by improving the image of the nicotine industry and reducing criticism from youth and community groups. Industry charity and sports sponsorships are publicized (with publicity costing up to ten times the cost of the publicized act), portraying the industry as actively sharing the values of the target audience. Marketing is also used to normalize the industry ("Just Another Fortune 500 Company", "More Than a Tobacco Company"). Finally, marketing is used to give the impression that nicotine companies are responsible, "Open and Honest". This is done through an emphasis on informed choice and "anti-teen-smoking" campaigns, although such ads have been criticized as counterproductive (causing more smoking) by independent groups.

Magazines, but not newspapers, that get revenue from nicotine advertising are less likely to run stories critical of nicotine products. Internal documents also show that the industry used its influence with the media to shape coverage of news, such as a decision not to mandate health warnings on cigarette packages or a debate over advertising restrictions.

Counter-marketing is also used, mostly by public health groups and governments. The addictiveness and health effects of tobacco use are generally described, as these are the themes missing from pro-tobacco marketing.

According to a 2019 study, television advertisement for tobacco "increased the share of smokers in the population by 5–15 percentage points, generating roughly 11 million additional smokers between 1946 and 1970."

Because it harms public health, nicotine marketing is increasingly regulated.