Health experts say Brussels is putting Sweden’s smoke-free success at risk, warning that a huge EU tax hike on nicotine pouches could dismantle the world’s leading harm reduction model.
Smoke Free Sweden, a global public health initiative, submitted its response to the Ministry of Finance this week on the European Commission’s proposed overhaul of the Tobacco Excise Directive.
The group is urging Sweden’s government to defend its unique approach to tobacco control, which has cut daily smoking to record lows and delivered Europe’s lowest lung cancer death rates.
A world-leading model under threat
Sweden’s success is historic – its daily smoking has dropped to just 5.3 per cent, nearly five times lower than the EU average, thanks to the promotion of safer alternatives such as snus, nicotine pouches and vapes. Male lung cancer mortality is now 61 per cent lower than the EU average.
Dr. Delon Human, leader of Smoke Free Sweden, said: “The EU should be applauding Sweden’s achievement, not dismantling the very approach that made it possible. Sweden has shown the world that harm reduction saves lives. This is a Swedish success story and a source of national pride that should be defended against EU overreach.”
But the European Commission is reportedly preparing a sharp increase in excise taxes – up to 700 per cent on nicotine pouches – which experts warn would undermine this proven model and make smoking more attractive by comparison.
Public health and sovereignty at stake
The Smoke Free Sweden submission argues that Brussels’ plan would not only put Swedish public health at risk but also undermine the country’s right to set its own tax and health policies.
Dr. Human said: “Other EU countries with five times higher smoking rates should be learning from Sweden, not forcing Sweden to adopt policies that have failed elsewhere. For Swedes, this is a matter of national sovereignty, as well as public health. Sweden has built a model that works and Swedes must defend it.”
Clear demands from campaigners
In its formal response, Smoke Free Sweden has urged the Government to:
- Reject the Commission’s proposed excise increases on safer nicotine alternatives
- Defend Sweden’s sovereign right to apply differentiated tax policies
- Champion harm reduction as a legitimate pillar of EU public health policy
“By resisting this misguided directive, Sweden will protect its own citizens and lead the way for a healthier Europe,” Dr. Human said.
Public support for harm reduction
The Swedish approach has not only delivered results but also earned strong public backing. A 2024 nationwide survey found that 74 per cent of ex-smokers support exporting “the Swedish model” of tobacco control to other European countries.
Two-thirds of pouch users also warned that bans or restrictions on alternatives would be the single biggest obstacle to achieving a smoke-free Europe.
